Then, we graded our cash key phrases as 3s — these had been the high-intent key phrases the place we might simply current Cognism as the reply to our patrons’ ache. An instance is “b2b contact information supplier”. On the finish of this stage, we had a listing of roughly 25 key phrases that had been ripe for cash key phrases.
2. Concentrate on the product
Within the second stage of the method, we reviewed our current content material with a product-focused mindset.
With every cash key phrase web page, we had to ensure they answered the next questions:
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What does our product do?
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What’s it good/dangerous 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 finest at. With this info, we might place Cognism as the right answer for our patrons. This deal with the product led us to create totally different strands of cash key phrase pages primarily based on our opponents.
For instance, listicle content material evaluating ZoomInfo options or “crash the get together” pages focusing on key phrases our opponents rank for, corresponding to ZoomInfo pricing.
Nevertheless, it’s necessary to emphasize that we by no means wished to bash opponents or make deceptive statements unnecessarily. As an alternative, we wished our cash pages to precisely mirror the totally different instruments.
We labored with our product advertising and marketing and authorized groups throughout publication to make sure we stayed throughout the mark. They needed to log out each web page earlier than we hit the publish button.
3. Determine new key phrase alternatives (by pondering like our clients)
This stage was all about good old school key phrase analysis. We aimed to seek out new key phrases we might add to our cash key phrase record.
The important thing was to suppose 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 3, with zero which means the key phrase was restricted in presenting Cognism as one of the best answer and three which means that Cognism was a crucial or important answer to the issue.
4. Publish the content material
By the fourth stage, we had a listing of current 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 beneath for more information).
Right here’s an instance:
We revamped our “B2B information” web page for conversions, including parts corresponding to kinds and explainer movies. We wished to provide guests focused info in additional interactive codecs whereas making requesting demos on the web page seamless.
Exhibiting the earlier than and after: