Use PPC to promote non-promotional content
Posted: Tue Dec 03, 2024 9:16 am
When you want to promote a software, there is a strong urge to show off the features. This is normal, it is the result of hard work and the whole team wants to show the world the results of their efforts.
However, we must put our ego aside and put ourselves in the shoes of potential customers.
When they browse online, they are rarely looking for something to buy. Much more frequently, people are looking for entertainment or relief from their more or less serious problems. So, keeping the logic of the funnel in mind, create content that solves problems or clarifies doubts of your audience and only secondarily refers to your software.
#10 Use a cluster structure for content
A direct consequence of the previous point is the cluster strategy . We also talked about it in one of our blog articles .
topic-cluster-saas
It's about creating different core contents and different in-depth contents .
By creating a Topic Cluster you will experience several benefits:
give detailed and specific information to your readers;
you position yourself well in the SERP by creating a high-value article;
your customers will find topics relevant to them;
you concentrate your efforts on a single content and avoid ghana phone number library repeating the same basic concept several times.
#11 Reverse engineer your Call to Actions
Nissar Ahamed of Atomic Reach, a Content Intelligence Platform, tells an interesting anecdote. He says that their tool allows you to have, in the face of an analysis of your content base, insights for the production of new material. The artificial intelligence at the base of their product allows you to understand which contents are more performing for the users who consult them.
Therefore, their default Call To Action has always been the classic “Book a demo”. However, by talking to the Customer Success team, they discovered that the majority of users who came to the site did so because they were looking for a Content Audi, one of the product features but not the main one.
Atomic Reach then decided to take a step back and use that very functionality to create more effective CTAs and get more leads into the funnel.
The same thing could be true for your software. You may have identified one or two key features, but you may find that your users actually appreciate some side effects of your product that you never thought of.
However, we must put our ego aside and put ourselves in the shoes of potential customers.
When they browse online, they are rarely looking for something to buy. Much more frequently, people are looking for entertainment or relief from their more or less serious problems. So, keeping the logic of the funnel in mind, create content that solves problems or clarifies doubts of your audience and only secondarily refers to your software.
#10 Use a cluster structure for content
A direct consequence of the previous point is the cluster strategy . We also talked about it in one of our blog articles .
topic-cluster-saas
It's about creating different core contents and different in-depth contents .
By creating a Topic Cluster you will experience several benefits:
give detailed and specific information to your readers;
you position yourself well in the SERP by creating a high-value article;
your customers will find topics relevant to them;
you concentrate your efforts on a single content and avoid ghana phone number library repeating the same basic concept several times.
#11 Reverse engineer your Call to Actions
Nissar Ahamed of Atomic Reach, a Content Intelligence Platform, tells an interesting anecdote. He says that their tool allows you to have, in the face of an analysis of your content base, insights for the production of new material. The artificial intelligence at the base of their product allows you to understand which contents are more performing for the users who consult them.
Therefore, their default Call To Action has always been the classic “Book a demo”. However, by talking to the Customer Success team, they discovered that the majority of users who came to the site did so because they were looking for a Content Audi, one of the product features but not the main one.
Atomic Reach then decided to take a step back and use that very functionality to create more effective CTAs and get more leads into the funnel.
The same thing could be true for your software. You may have identified one or two key features, but you may find that your users actually appreciate some side effects of your product that you never thought of.