Thread by @TheCoolestCool

If you’re a SaaS marketer:

You should study Monday dot com.

The SEO, brand & growth strategies they used achieve a $5.7B market cap and reach 152k customers is so impressive. It's a masterclass really.

Here's a few things you can learn from them 🧵

Every month, an estimated 18-22M visits hit their Mondays website from various sources.

Organically (SEO) more than 525,000 people reach the site through search. That’s a lot of people.

One of the major attraction spots on Monday website is their blog. It gets 140K+ visits.

Monday embraces the 3Es.

Content that educates, engages & entertains. They:

- Educate you on using their product, being a better project manager and so much more
- Engage you with unique creative, stories and design
- Entertain you with humor and inspiration

It's everywhere.

The blog is a collection ranking for ridiculously valuable keywords. Here's some of them:

> Project Management
> Content Calendar
> KPI Meaning
> Project Plan
> Gantt Chart
> Raci Chart

You would have to spend over $500k in PPC per month to capture the traffic they get via SEO.

The blog post ranking for 60+ keywords associated with 'project management' is SEO excellence.

Here's what they do right:

> Aligns well with search intent
> Keywords in the right places
> It's a true guide on the topic
> High density of keywords
> It's over 4000 words

The Monday team knows conversions matter so they include CTAs throughout the blog post to drive sign ups.

Let's do an exercise:

Average contract is $2k. Assume .5% of all visitors convert. This blog post gets 9,500 visits a month. That's 47 new customers = $94,000/mos in rev.

The Monday dot com YouTube channel has more than 96 million total views on their video library.

Content that educates, engages & entertains.

The account has:

49.9K subscribers
96M views
And is in the top 10k YouTube accounts for views.

Amazing right?

Most SaaS brands still rely JUST on blog posts to educate their customers on how to use their features.

Monday leans heavily into YouTube videos and is seeing some great ROI on the back of it. This quick tutorial on project management in Monday has over 120k views.

The key to a great product-driven SEO strategy:

- Help your ideal customers solve problems
- Include time stamps when appropriate
- Create content that is educational
- Add chapters to youtube videos
- Create eye catching thumbnails
- Catch attention quickly
- Add the keywords

The constant growth of internet advertising has put significant pressure on traditional advertising.

This is where opportunity can be found.

And Monday is capitalizing.

They've ran bus, transit and billboards all to drive brand. This year they even ran a Super Bowl ad.

It doesn't end here though:

The content marketing masterclass carries over into their intentional effort of driving ROI through comparison pages that go after competitors.

Monday vs. Asana for example is a search term that has a $23 cost per click and 1,900/mos searches.

Monday capitalizes on bottom of the funnel traffic by creating blog posts that target competitors and optimizing their presence on sites like Capterra.

The result?

It's estimated that nearly 10% of all referral traffic to Monday comes from Capterra.

The Yelpification of B2B is very real.

Sites like G2, Capterra and TrustRadius have captured enough value in the Google SERP to force organizations like Monday to pay attention and encourage their users to give them reviews on their platforms.

I'm convinced that the growth that Monday has had over the years is related to their marketing work. Their growth in the enterprise is a SaaS marketers dream.

And I've gotta say it:

This is what happens when:

Great branding meets a good product.

Brand is underrated in SaaS.

Want more insights like these?
Want more strategy tear downs?

Subscribe to the @FoundationIncCo newsletter.

We deliver content just like this and more:
content.foundationinc.co/insights