Then, we graded our cash key phrases as 3s — these have 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 have been ripe for cash key phrases.
2. Give attention to the product
Within the second stage of the method, we reviewed our present 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 evaluate to what our opponents supply?
The trick was understanding our product deeply, who makes use of it, and what it’s finest at. With this data, we might place Cognism as the proper answer for our patrons. This give attention to the product led us to create completely different strands of cash key phrase pages based mostly on our opponents.
For instance, listicle content material evaluating ZoomInfo options or “crash the celebration” pages focusing on key phrases our opponents rank for, resembling ZoomInfo pricing.
Nonetheless, it’s necessary to emphasize that we by no means needed to bash opponents or make deceptive statements unnecessarily. As a substitute, 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 inside 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 trying to find instruments like Cognism?
Once more, we gave all key phrases a enterprise potential rating from zero to a few, with zero which means the key phrase was restricted in presenting Cognism as the most effective 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 present 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 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 components resembling varieties and explainer movies. We needed to offer guests focused data in additional interactive codecs whereas making requesting demos on the web page seamless.
Displaying the earlier than and after:
