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Then, we graded our cash key phrases as 3s — these have been the high-intent key phrases the place we may simply current Cognism as the reply to our consumers’ ache. An instance is “b2b contact information supplier”. On the finish of this stage, we had an inventory of roughly 25 key phrases that have been ripe for cash key phrases.
2. Deal with the product
Within the second stage of the method, we reviewed our present content material with a product-focused mindset.
With every cash key phrase web page, we had to verify they answered the next questions:
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What does our product do?
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What’s it good/unhealthy at?
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What are the advantages of utilizing it?
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How does it examine to what our opponents provide?
The trick was understanding our product deeply, who makes use of it, and what it’s greatest at. With this data, we may place Cognism as the right resolution for our consumers. This deal with the product led us to create totally different strands of cash key phrase pages based mostly on our opponents.
For instance, listicle content material evaluating ZoomInfo options or “crash the social gathering” pages concentrating on key phrases our opponents rank for, similar to ZoomInfo pricing.
Nonetheless, it’s necessary to emphasize that we by no means needed to bash opponents or make deceptive statements unnecessarily. As a substitute, we needed our cash pages to precisely replicate the totally different instruments.
We labored with our product advertising and marketing and authorized groups throughout publication to make sure we stayed inside the mark. They needed to log off each web page earlier than we hit the publish button.
3. Establish new key phrase alternatives (by considering like our clients)
This stage was all about good old school keyword research. We aimed to seek out new key phrases we may add to our cash key phrase listing.
The important thing was to assume like a buyer. What key phrases would somebody sort into Google if looking for instruments like Cognism?
Once more, we gave all key phrases a enterprise potential rating from zero to a few, with zero that means the key phrase was restricted in presenting Cognism as one of the best resolution and three that means that Cognism was a crucial or important resolution to the issue.
4. Publish the content material
By the fourth stage, we had an inventory of present and new cash key phrases. It was merely a matter of publishing new pages or updating outdated ones. We gave ourselves some extra guidelines to comply with:
Optimizing for conversions
If the present content material generated excessive site visitors however few conversions, we optimized for conversions (see the CRO part under for more information).
Right here’s an instance:
We revamped our “B2B information” web page for conversions, including parts similar to types and explainer movies. We needed to present guests focused data in additional interactive codecs whereas making requesting demos on the web page seamless.
Exhibiting the earlier than and after:
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