How HelloSign scaled their traffic 1,308% with:
🔊 Social-viral content (thought leadership)
🌲 Evergreen content
⛓ Linkbuilding content
🔎 Case studies and product content
yesoptimist.com/saas-content-m…
🔊 Social-viral content (thought leadership)
🌲 Evergreen content
⛓ Linkbuilding content
🔎 Case studies and product content
yesoptimist.com/saas-content-m…
“Dropbox snares HelloSign for $230M”
Over a 17-mth span, we worked closely with the HelloSign team to drive 1,308% growth in targeted organic traffic.
This growth correlated almost perfectly with the growth of their business and the acquisition that took place in January 2019
Over a 17-mth span, we worked closely with the HelloSign team to drive 1,308% growth in targeted organic traffic.
This growth correlated almost perfectly with the growth of their business and the acquisition that took place in January 2019
Nearly all SaaS companies have straightforward goals for their content marketing:
1️⃣ Drive product sign-ups and trials
2️⃣ Everything else -traffic, brand awareness
HelloSign is no different.
1️⃣ Drive product sign-ups and trials
2️⃣ Everything else -traffic, brand awareness
HelloSign is no different.
𝗧𝗵𝗲 𝗢𝗽𝘁𝗶𝗺𝗶𝘀𝘁 𝗦𝗮𝗮𝗦 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗙𝗿𝗮𝗺𝗲𝘄𝗼𝗿𝗸
The framework that we developed integrates key insights about how buyers interact with SaaS businesses and which strategies are most effective for driving actual conversions.
The framework that we developed integrates key insights about how buyers interact with SaaS businesses and which strategies are most effective for driving actual conversions.
For our work with HelloSign, we applied a framework similar to this.
It’s not one-size-fits-all, but it’s about as close as you can get when you’re talking about true strategy.
It’s not one-size-fits-all, but it’s about as close as you can get when you’re talking about true strategy.
𝗣𝗿𝗲-𝗙𝘂𝗻𝗻𝗲𝗹 𝗖𝗼𝗻𝘁𝗲𝗻𝘁: 𝗧𝗮𝗿𝗴𝗲𝘁𝗶𝗻𝗴 𝘁𝗵𝗲 𝗥𝗶𝗴𝗵𝘁 𝗕𝘂𝘆𝗲𝗿𝘀
It’s one step removed from a buying cycle, but it serves an important supporting role in a SaaS content strategy.
The idea here is to create content that attracts your target buyer broadly.
It’s one step removed from a buying cycle, but it serves an important supporting role in a SaaS content strategy.
The idea here is to create content that attracts your target buyer broadly.
HelloSign speaks a lot to sales leaders. We created content that was aimed at helping this persona do their job better
This allows us to accomplish a # of things:
1️⃣ Expand search/social footprint
2️⃣ Build brand awareness
3️⃣ Drive retargeting and email marketing
This allows us to accomplish a # of things:
1️⃣ Expand search/social footprint
2️⃣ Build brand awareness
3️⃣ Drive retargeting and email marketing
𝗧𝗼𝗽 𝗼𝗳 𝘁𝗵𝗲 𝗙𝘂𝗻𝗻𝗲𝗹 𝗖𝗼𝗻𝘁𝗲𝗻𝘁: 𝗛𝗲𝗹𝗽𝗶𝗻𝗴 𝗣𝗿𝗼𝘀𝗽𝗲𝗰𝘁𝘀 𝗦𝗼𝗹𝘃𝗲 𝗣𝗿𝗼𝗯𝗹𝗲𝗺𝘀
TOFU starts when a buyer seeks a solution to a problem.
For HelloSign, the pain point that the user is looking to solve that could lead to a product conversion.
TOFU starts when a buyer seeks a solution to a problem.
For HelloSign, the pain point that the user is looking to solve that could lead to a product conversion.
1️⃣ 𝗦𝗼𝗰𝗶𝗮𝗹-𝘃𝗶𝗿𝗮𝗹 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 (𝘁𝗵𝗼𝘂𝗴𝗵𝘁 𝗹𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽)
Strong thought leadership content that’s likely to generate a lot of shares/buzz around a topic.
The stronger a stance we take on topics related to work & culture, the more reaction we generate.
Strong thought leadership content that’s likely to generate a lot of shares/buzz around a topic.
The stronger a stance we take on topics related to work & culture, the more reaction we generate.
2️⃣ 𝗘𝘃𝗲𝗿𝗴𝗿𝗲𝗲𝗻 𝗰𝗼𝗻𝘁𝗲𝗻𝘁
The workhorse of our SaaS content marketing framework is evergreen content.
This topical, keyword-focused content that ranks for the most relevant keywords our persona is searching at the point where they begin a buying journey.
The workhorse of our SaaS content marketing framework is evergreen content.
This topical, keyword-focused content that ranks for the most relevant keywords our persona is searching at the point where they begin a buying journey.
3️⃣ 𝗟𝗶𝗻𝗸𝗯𝘂𝗶𝗹𝗱𝗶𝗻𝗴 𝗰𝗼𝗻𝘁𝗲𝗻𝘁
Because they already had an established brand and had generated a lot of PR, their site already had a pretty strong domain and topical authority.
Nevertheless, building links is an essential part of the framework.
Because they already had an established brand and had generated a lot of PR, their site already had a pretty strong domain and topical authority.
Nevertheless, building links is an essential part of the framework.
𝗠𝗶𝗱𝗱𝗹𝗲 𝗼𝗳 𝘁𝗵𝗲 𝗙𝘂𝗻𝗻𝗲𝗹 𝗖𝗼𝗻𝘁𝗲𝗻𝘁: 𝗗𝗿𝗶𝘃𝗶𝗻𝗴 𝗧𝗿𝗮𝗳𝗳𝗶𝗰 𝘁𝗼 𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗣𝗮𝗴𝗲𝘀
Content that lands in the MOFU indicate that a prospect is now solution-aware and looking for information about a certain product category or key features.
Content that lands in the MOFU indicate that a prospect is now solution-aware and looking for information about a certain product category or key features.
1️⃣ 𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗣𝗮𝗴𝗲𝘀
The bread and butter of the middle of the funnel are product pages like:
➡️ Features
➡️ Integrations
➡️ Solutions
In HelloSign’s case, this content existed on the marketing site.
The bread and butter of the middle of the funnel are product pages like:
➡️ Features
➡️ Integrations
➡️ Solutions
In HelloSign’s case, this content existed on the marketing site.
2️⃣ 𝗖𝗮𝘀𝗲 𝗦𝘁𝘂𝗱𝗶𝗲𝘀 𝗮𝗻𝗱 𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗖𝗼𝗻𝘁𝗲𝗻𝘁
Case studies are big drivers in both demonstrating the versatility and broad range of use cases for the HelloSign platform and the positive outcomes that their customers have demonstrated by using the products.
Case studies are big drivers in both demonstrating the versatility and broad range of use cases for the HelloSign platform and the positive outcomes that their customers have demonstrated by using the products.
𝗕𝗼𝘁𝘁𝗼𝗺 𝗼𝗳 𝘁𝗵𝗲 𝗙𝘂𝗻𝗻𝗲𝗹 𝗖𝗼𝗻𝘁𝗲𝗻𝘁: 𝗖𝗼𝗻𝘃𝗲𝗿𝘁𝗶𝗻𝗴 𝗣𝗿𝗼𝘀𝗽𝗲𝗰𝘁𝘀 𝗜𝗻𝘁𝗼 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀
The buyer is on their way to purchasing a HelloSign product.
They’ve identified a specific JTBD, product solutions, features, and integrations.
The buyer is on their way to purchasing a HelloSign product.
They’ve identified a specific JTBD, product solutions, features, and integrations.
One of my favorite things to tell people is that content marketing is like chess–not checkers.
To win at #contentmarketing, you need:
➡️ More than a single move in your arsenal.
➡️ More than good content.
➡️ More than luck.
You need a strategy.
yesoptimist.com/saas-content-m…
To win at #contentmarketing, you need:
➡️ More than a single move in your arsenal.
➡️ More than good content.
➡️ More than luck.
You need a strategy.
yesoptimist.com/saas-content-m…
