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 a listing 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 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 rivals supply?
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 answer for our consumers. This give attention to the product led us to create completely different strands of cash key phrase pages based mostly on our rivals.
For instance, listicle content material evaluating ZoomInfo options or “crash the social gathering” pages focusing on key phrases our rivals rank for, comparable to ZoomInfo pricing.
Nonetheless, it’s necessary to emphasize that we by no means needed to bash rivals or make deceptive statements unnecessarily. As an alternative, we needed our cash pages to precisely replicate the completely 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 off each web page earlier than we hit the publish button.
3. Establish new key phrase alternatives (by considering like our prospects)
This stage was all about good old school key phrase analysis. We aimed to seek out new key phrases we may add to our cash key phrase checklist.
The important thing was to assume like a buyer. What key phrases would somebody kind 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 important 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 previous ones. We gave ourselves some extra guidelines to observe:
Optimizing for conversions
If the prevailing content material generated excessive 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 comparable to varieties and explainer movies. We needed to present guests focused data in additional interactive codecs whereas making requesting demos on the web page seamless.
Displaying the earlier than and after: