Case Study - SaaS Company
For a leading SaaS company, growing organic traffic through content was a primary goal. As a business aiming to establish itself as an industry expert, creating quality content was crucial.
The team recognized that educating prospects through organic channels often led to higher-quality leads and faster sales cycles. In mid-2020, amidst global uncertainty, the company decided it was time to enhance its content strategy.
The Challenges
The SaaS company recently shifted their marketing focus exclusively to digital channels, emphasizing an active blog as the core of their content marketing strategy. Despite collaborating with multiple partners, their content efforts lacked the necessary focus and research to get noticed by Google.
They faced several challenges:
- Fragmented Efforts: Working with various partners led to a disjointed strategy that didn’t yield desired results.
- Insufficient Research: Their content wasn’t adequately researched to rank well on search engines.
- Niche Market: As a specialty SaaS provider, their offerings didn’t fit neatly into one category, making it harder to find a partner who could accurately capture their brand and message.
They needed a new solution but had reservations about bringing on another partner, given past experiences.
The Approach
Our goal was to help the SaaS company establish their reputation as an industry leader and local expert. To achieve this, we:
- Reviewed Existing Content: We started by analyzing their current content to identify gaps and opportunities.
- Conducted Extensive Keyword Research: We researched keywords relevant to their industry and target audience to ensure the content would rank well on search engines.
- Developed a Flexible Strategy: Understanding their changing needs and market dynamics, we created a strategy that could adapt to new insights and directions.
- Focused on High-Quality, Relevant Content: We produced content that was informative and relevant to their audience, avoiding overly technical jargon. This included industry insights, tips on navigating SaaS solutions, resources for optimizing business processes, and inspiration for leveraging SaaS in various industries.
Throughout our partnership, we maintained regular strategy meetings with their team to ensure alignment and make necessary adjustments based on performance data and market feedback.
The Final Outcomes
Our collaboration with the SaaS company resulted in significant improvements across various metrics. Here are the key outcomes:
- Visibility Growth: +4.24%
- New Keyword Rankings: 45
- Return on Investment: 4x (approximately $120,000)
- Organic Search Traffic: Increased by 26% year over year
- Web Visitors: Increased by 17%
- Top Web Pages: Six of their top ten web pages are blog posts
In addition to content marketing, our paid media service also played a crucial role in their success. From December to June, we managed their paid campaigns with the following results:
- Total Budget Spend: Averaged around $495 per month
- Total Impressions: Increased from 155,026 to 237,773
- Total Clicks: Varied from 1,748 to 4,336
- Click-Through Rate (CTR): Ranged from 0.74% to 2.76%
- Cost Per Click (CPC): Averaged between $0.11 and $0.28
These combined efforts translated into some serious business benefits. The SaaS team felt confident in their content and appreciated how well it represented their brand. Our seamless collaboration allowed them to publish articles efficiently, without getting bogged down by time-consuming edits.
These statistics demonstrate the importance and effectiveness of Content Marketing & Paid Media to reach your target audience.
I'm thoroughly impressed with how well the MIG writers do their research about our industry, our target audience, what they care about, and the keywords we should be targeting. The MIG team is incredibly flexible, pivoting quickly to adjust to our evolving strategy, and the content is always spot on, addressing what really matters to our audience. This approach has been incredibly effective at writing content that speaks directly to our audience's needs, focusing on results and practical benefits rather than technical jargon. And it has significantly improved our engagement and lead quality.