Are you struggling to find SEO content ideas for your SaaS blog? Don’t worry—you’re not alone.
Research shows that consistently creating great content is the biggest challenge for SaaS marketers.
But we create content for a living, which means we have to constantly find unique, engaging, and search-worthy content ideas for our SaaS clients.
How do we do it? By using frameworks that help us view the same topics from different angles and offer unique perspectives.
In this article, I’ll share some of our best idea generation techniques so that you can fill your content calendar and stop worrying about finding your next blog post idea.
Let’s dive in.
Table of Contents
Find SEO Content Ideas With Competitor Analysis
Why struggle trying to come up with things to write about when your competitors have already done all the hard work for you?
Competitor analysis is the fastest way to find proven content ideas.
But instead of copying your competition, use their proven content ideas to build your own unique strategy.
Here’s how to do it.
Find your competitors on Capterra, G2, TrustPilot, and other SaaS review aggregator sites by searching your product category.
Let’s look for “project management software”.
As you can see, there are 2000+ project management tools listed on Capterra. Find the ones with the most positive reviews and head over to their blogs.
Analyze their content and note the topics they mostly cover. Unfortunately, not all SaaS blogs are worth emulating since most just talk about their company updates.
But you will find some great ones in there as well that cover the most common questions of their audience in their blog content.
Trello’s blog is an excellent example in the project management niche.
When exploring competitor blogs, you will find them covering the same topics from different angles. Note all such examples and use them to create topic clusters on your site.
For example, you can write a guide about project management as your pillar post and then create a cluster of complementing articles covering other aspects of project management such as hiring, delegation, software selection, challenges, etc.
This simple exercise would help you brainstorm dozens of new and relevant content ideas for your audience.
But to make your task easier, we’ll share different content angles you can use in the rest of this article.
Create Topics Around Your Customers’ Desires
People don’t buy products, they buy better versions of themselves.
This age-old saying is true for content marketing as well. Your audience doesn’t care about your product features, it only cares about the benefits for themselves.
So instead of writing feature-focused content, create benefit-driven articles.
This dropshipping guide by BigCommerce is an excellent example of benefit-driven blog content.
Since many dropshipping stores use BigCommerce, the guide is relevant to their audience. It also shows the readers how they can grow their business with BigCommerce.
Here’s another excellent example of this content angle by Canva, a leading graphic design tool.
The guide shares how brands can choose appropriate colors for their online identity using Canva.
Again, the content is focused on the benefit for the user, not on Canva itself.
To create such content for your product, list all its features in a spreadsheet. Then think of each feature’s benefits and add them to your list.
Now, come up with ideas around your product benefits and connect them with the features as you’re writing the content.
Dive Deep Into Your Customers’ Fears
The flip side of desire is the fear of the undesirable.
You can use it to write compelling content because fear always sells.
Here’s an excellent example.
This article not only shares the most common mistakes in fleet management but also offers different solutions (by mentioning the host company’s product features).
Hiver, a customer service solution, uses the same approach on its blog.
To find ideas from this angle, think of the opportunity cost of not using your product. What does a company miss by not using your product features? Then, use your answers to come up with new article ideas.
Educate Readers With Product Tutorials And How-Tos
Readers love detailed product tutorials and step-by-step guidelines that help them achieve different business goals.
A well-written product tutorial or how-to post not only teaches valuable lessons but allows your customers to get more value from your product.
This mammoth keyword research guide by Ahrefs is the perfect example.
This guide covers all aspects of keyword research using Ahrefs. It provides the readers with step-by-step guidelines and helps them use that SEO software to its full potential, resulting in higher brand loyalty.
Shopify regularly publishes product tutorials as well, for the same reasons.
You can come up with dozens of different how-to post ideas for every product feature. For example, Shopify could do a series of posts using its email interface to increase sales and leads.
Similarly, Ahrefs could do multiple posts about using its Keyword Explorer for different business goals.
To find ideas, think of the popular ways your customers use your product features and cover them in separate articles.
Position Your Product as an Alternate
This blog post angle will help you drive tons of traffic to your site.
Here’s how it works.
Most B2B SaaS users search for alternatives to popular products before making a purchase.
For example, if you search for Freshbooks alternatives, you’ll find dozens of different products that offer the same functionality.
If your product is a Freshbooks alternative, you should publish an article targeting this keyword.
But don’t stop there. Write such articles for every popular competitor in your niche.
For example, Sellfy, an online store and eCommerce solution, has used this angle by targeting “Shopify alternatives”.
You can also create an article that lists the alternatives to your own product to show readers why your product is still the better option.
ClickUp has used this angle brilliantly.
By ranking for the keyword “ClickUp alternatives” (which has a high search volume), ClickUp gets thousands of visitors and positions itself as the superior option despite all the available alternatives.
Help Your Prospects Compare Products
Like the alternatives angle, comparisons are also a popular blog post format among SaaS customers because people like to compare products to find the right fit for their needs.
Use this to your advantage, as Kajabi does.
Its blog has several comparison articles that target the “Kajabi vs. [competitor]” keywords for its most prominent alternatives.
Thinkific, another hugely popular online course platform, also uses this angle.
You can also make a three-way comparison for a more comprehensive post.
The three-way comparison angle helps your product rank for high-volume search keywords alongside your more established competitors.
For example, “Ahrefs vs. SEMRush” has thousands of monthly searches. A new SEO tool could use this keyword by targeting “Ahrefs vs. SEMRush vs. [New Product]”.
Share Case Studies and Customer Success Stories
Can’t think of new content ideas for your B2B blog? Why not publish a case study of one of your customers?
Business executives and decision-makers (your primary B2B target audience) love reading in-depth case studies. They not only help readers get an inside view of your business but also establish your authority by showing them what you can deliver.
This is why 42% of B2B marketers plan to publish more case studies.
I love this content angle because if your product delivers value and helps your customers move forward in their businesses, you’ll never run out of case study ideas.
The best case studies give the readers a before and after view of your customers. It shares the challenges they had before using your product and shows, in concrete terms, how your product helped them.
Here’s an excellent example of a case study post by ActiveCampaign.
Similarly, Grammarly has done a great job with this case study.
Both these case studies clearly show how the products made a difference to the customer’s business.
Another reason why case studies are so popular is that they’re excellent resources for getting backlinks from other high-authority sites, as other content writers are sure to use your excellent knowledge and practices in their own work and quote your study on their own blogs.
So, always take advantage whenever you have enough data and tangible results to put together a convincing case study.
Publish Surveys and Research Reports
Business executives and marketers also love reading surveys and research reports. As a B2B SaaS company, you already have access to tons of customer data and insights on the different ways they use your product.
Why not find interesting trends from your database and publish a research report? This article by Skeeknote is an excellent example.
Sumo, a lead generation tool, used the same strategy to publish an article that received over 1000 backlinks from high-authority sites.
These research articles are very valuable, so the examples we see here must’ve driven thousands of signups to the companies that published them.
Similarly, you can run an annual survey on your customers that gives your readers valuable insights on industry trends and benchmarks.
For example, Hootsuite has been publishing an annual State of Digital report for several years now.
This article from Atlassian is another example of how surveying your customers can help you find new ideas.
You can use surveys and research reports to create dozens of blog posts because the same data can give you new insights when you view it from a different angle.
Cover the Fundamentals of Your Niche
B2B SaaS marketers are often so obsessed with the idea of expert content that they ignore the easy wins. We’re talking about covering the fundamental questions and concepts of your niche.
These are easy topics that anyone from your team can address. But they can drive thousands of visitors to your site because they’re often the most searched topics.
Hubstaff’s time tracking guide is the perfect example.
SproutSocial, a social media and influencer platform, has used the same angle on its blog.
Both these articles are built around the most fundamental concepts of their niche. There’s nothing complex about them.
But they’re among the most viewed posts on their respective blogs because of the high search volume of informational question keywords.
How do you find what kind of questions your audience is asking? Try a simple Google search.
Let’s search for your target topic (“project management”, for example).
If you scroll down the search results page, you’ll find the People Also Ask section, which lists the most common questions of your audience about your topic.
It’s an easy way to find new content ideas for your blog and create content that people want to read.
Share Tips and Actionable Advice
Who doesn’t like quick tips to make their lives easier? This is why “[your industry] + tips” is a proven content angle that works every time.
You can find its examples in all niches. For example, here’s one by HelpScout, a leading customer service SaaS.
Here’s another one from the Chargebee Blog.
Don’t limit your content ideas to your primary industry. Instead, think of all the different ways people use your product and develop helpful tips for them.
Share the Resources for Your Audience
Here’s another quick and easy way to find dozens of engaging SEO content ideas for your SaaS blog.
Find the best resources to help your customers solve their business challenges. For example, you could do articles like “The Best Books On [Your Industry]”, “The Must-Go Events”, “The Best Tools”, etc.
The marketing team at Convertica, a conversion optimization tool, has used this angle on its blog.
HappyFox, a customer service platform, has also followed this angle on its blog.
ProofHub, a project management tool, has used the same framework for conferences.
To make these posts more valuable, give each resource a rating out of 5, share the reasons it made your list, and a quick section on its pros and cons.
The great thing about this content angle is that you can publish a new version (or update the old one) every year. For example, update “Best Books For 2021” to “Best Books For 2022” by adding new editions.
Such content doesn’t directly generate leads for your business but helps you rank for high-traffic keywords and provide immense value to your readers, which ultimately results in more signups.
Publish Expert Round-Ups
Here’s another content angle that will not only help you find dozens of new article ideas but also get you tons of backlinks.
Let me explain how it works.
Pick a narrow topic or question about your niche and ask the top influencers and authority figures to answer it in 3-4 sentences max.
People love these value-packed posts and, as a result, share them generously, generating some much-needed backlinks for your website.
Here’s an example of a perfectly-done expert round-up by Drip.
Executing an expert round-up is hard because most influencers don’t have the time to respond to such requests.
So, if you can get first-hand responses, great. Otherwise, find publicly available advice by different influencers on social media, YouTube, blogs, podcasts, etc., and include it in your article with a link to the source.
Using this strategy, create useful round-ups around specific questions from time to time. You’re sure to see some good results very soon.
Thinking of New SEO Content Ideas for Your SaaS?
The frameworks we’ve shared in this article have helped us find hundreds of content ideas for our SaaS clients in different industries.
So, list them down in a spreadsheet column and start brainstorming article ideas with your team for each content angle.
If you want to discuss your SaaS content strategy with an expert, feel free to schedule a call and let’s start working on some valuable content together.
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