Most SaaS companies target top of the funnel (ToFu) content that drives traffic, without considering bottom of the funnel (BoFu) content that increases conversions.
Except you’re a big-name SaaS brand, generating tons of traffic without conversions won’t help to grow your business in any way or have any impact on revenue.
The reason is simple…
Most people who read your top-of-the-funnel content aren’t even aware of your solution or ready to buy at all.
Of course, ranking for high-volume keywords and generating tons of traffic shows you’re doing something right. It doesn’t translate to business success in most cases.
So, what can you do to drive more conversions with your content?
That’s exactly what pain-point content is all about.
After reading this article, you’ll learn the following:
- What pain-point content actually means
- Why pain-point content matters for SaaS companies
- How to find out pain-point topics you can go after
- Pain-point content examples you can learn from
You can check this out.
Pain-point content involves creating content pieces that address the problems that keep your prospects awake at night.
In most cases, this content type has zero or low search volume in SEO tools but has a lot of business potential.
I coined this term after reading this post about pain-point SEO from the guys at Grow and Convert.
When thinking of pain-point content, put yourself in the same shoe as your ideal prospect who is about to make a buying decision.
In most cases, people don’t buy things immediately. They go through a lot of back and forth thought processes, which involves doing a lot of research.
Say, for instance, prospect A has heard great things about Salesforce and wants to become one of their customers. Do you think they’ll pull out their credit card and sign up right away? In an ideal world that’s possible, but rarely happens.
So, what do you think this prospect will do first?
They’d most likely check Google or ask people around for things like:
- “Salesforce competitors”
- “Alternatives to Salesforce”
- “Salesforce pricing”
- “Salesforce vs Hubspot”
- “Best CRM software”.
- “Salesforce reviews”
And in most cases, the information from this search will influence their decision.
Here’s where the opportunity lies for you as a SaaS business.
When you create pain-point content like this for your business and rank high on Google for these keywords, you’d drive tons of qualified traffic that converts really well.
Wondering if creating pain-point content will help you in any way? Here are some reasons why you should consider investing in pain-point content.
You might have heard that SEO takes time before it works. While that’s true to a large extent, there are factors that can shorten the time it takes before you start seeing results from SEO.
And guess what?
Creating pain-point content is one of those.
If you’re just starting with content marketing for your SaaS, then I highly recommend that you go for this content type first.
This is because they’re high-intent keywords and one of the easiest and fastest ways to rank high on Google and get customers for your business.
And for most people searching for pain-point keywords on Google or asking elsewhere, they’re in the mood to buy.
So, if you create a content piece that answers their question, chances are that you’d convert them into leads and customers for your product.
There is less competition for most pain-point content keywords. This is because most marketers and SEO professionals rely on SEO tools for keyword research. And these keywords usually have low or zero search volume.
Hence, your competition on the SERPs are mostly affiliate websites and not software companies in the same niche as you.
This is something you can leverage as a SaaS company. By creating and ranking for these keywords, you can easily dominate the SERPs in your niche for them.
If you want more people to know about your SaaS product, then focus on pain-point content.
The reason is simple…
Pain-point content types either compare, mention the best in the industry, or list out alternatives to a popular brand in your niche.
Ranking for these types of keywords would help in making your brand known and more popular among your prospects.
Want to know what pain-point content looks like? Here are some pain-point content types that you can leverage to grow your SaaS business.
This is the holy grail of pain-point content.
The reason is simple.
When someone is searching Google for keywords that compare two different products or services, it means they’re in the mood to buy.
And what they find on the SERPs will most likely influence their buying decision.
Creating pages that compare your SaaS to other competitors, will satisfy this search intent. And if you can rank high on Google for them, then you’ll convert more prospects to customers.
Here is a great example of a comparison page.
There is a high probability that there are other solutions like yours in the market already.
For a prospect who wants to know about all the options out there before making a purchase, what do you think they’ll do?
They’ll most likely search Google for something like “best SaaS category” software or tools.
For instance, if you’re in the email marketing niche, a prospect would likely Google: “best email marketing software” or “best email marketing tools”.
And if your tool isn’t found or mentioned in the SERPs, they won’t know about it.
So, your best bet is to create a page on your website that targets this keyword.
That way, you can mention your tool as one of the best in this category, leading to more brand awareness and conversions.
Here is a fact…
Customers are always on the lookout for the best deal out there.
And if they aren’t satisfied with a particular product, or feel that they’re paying too much, they’ll start looking for alternatives.
And this is where alternative pages come in.
If an ex-customer of your competitor is looking for an alternative(s) to them, you want to be mentioned, isn’t it?
And the best way to be there is to create and host a page on your website that targets that keyword or phrase.
And guess what?
If a prospect finds out that you’re a great alternative to the solution they want to ditch, chances are that they’ll want to check your product out.
Here is an example of a great alternative page.
I don’t know about you, but one of the first things I check out whenever I’m on any SaaS website is the pricing page.
And if I’m okay with what I see, I proceed to sign up for a free trial (if that’s an option).
Most of your prospects are searching Google for your product’s pricing, even before landing on your website.
So, having a page on your website that addresses that is something you must do.
And guess what?
If you don’t create a pricing page on your website, affiliate websites or competitors in your niche will.
This might lead to misinformation or loss of potential customers since no one knows what your product actually costs.
Don’t want that to happen to you? Create a pricing page for your SaaS.
Here is a great example of a pricing page.
Starting something from scratch is difficult. Having a template you can use or learn from would definitely make your work easier, isn’t it?
What if you help your prospects do just that? So, instead of showing them how to do things, create templates that help them solve that pain point.
Take for instance…
Every agency owner knows that they need a client intake form to onboard their new clients.
But if they’re new to the business, chances are that they don’t know how to create one for their agency.
So, what do you think they’ll do?
Spend hours trying to create one, or look for an existing template out there that they can tweak and use.
In most cases, they won’t choose the former, because they want to look professional and not lose that new client.
And if they choose the latter, guess what they’ll do next.
Search Google for the keyword: “agency client intake form template”
And any website on the SERPs that has client intake form templates for agency owners that they can download and use, becomes the hero, isn’t it?
And if it’s a SaaS that helps agency owners manage their clients better, they’ll most likely bookmark the page, sign up for a free trial, or even spread the word about them.
The point is…
Your potential prospects and customers need templates. In fact, it’s a huge pain point for them. Create templates that make their work and lives easier.
The best part…
You can easily convert prospects to sign up for a free trial of your product using free templates on your website.
Here is a great example of a template page.
This is similar in approach to product-led content.
It simply means highlighting the pain points that your audience has, and showing them how to solve them using your SaaS product.
This works because it makes prospects see your software in action, which can help in converting them directly to user signups from your content pieces.
You can also create different pages on your website, highlighting the different features and use cases of your software.
Here is a great example of a feature/use case page.
Here are 4 ways to identify pain point topics and keywords that you should target for your SaaS business.
This seems like the easiest way to identify the pain points of your prospects.
The reason is simple…
Your existing customers represent your potential customers. They were once in their shoes before choosing your product.
So, asking them questions to know exactly why they chose your product and what’s going on in their mind will help you a lot.
Below are some questions you should ask them, to find this information and many more.
- What specific problem(s) were you looking to solve before signing up for our SaaS?
This helps you to identify some keywords that someone who wants to search for your SaaS is looking for.
- If you were to describe our software to a friend who knows nothing about us, what would you tell them?
This helps you know exactly the language of your audience and prospects. That way, you can know the terms that they search for that you might never have thought of.
- If you didn’t stumble on our SaaS, which other solution(s) out there will you opt for?
This question will help you know who your competitors are according to your customers.
- What are the top 3-5 things that you love most about our product?
This helps you to know the features and use cases of your product that you should create more content for.
If you’re a SaaS founder, I highly recommend that you should join communities where your target audience hangs out.
This is because they’re are a goldmine for knowing the pain points of your prospects and customers.
This could be a Facebook group, Slack community, and so on.
For example, if your software helps content marketers, then you join niche communities for content marketers.
From discussions there, you can know exactly how your prospect thinks, and the solutions they’re comparing you against.
Here is an example from a thread in a Slack community for content marketers.
From here, you can see that content marketers are comparing Frase to other solutions like Clearscope and Topic.
Also, you can know from this discussion the exact pain points that content marketers want to solve using these products.
For most pain point keywords, especially comparison pages, you’ll most likely not get the information you need using keyword tools.
So, what should you do instead?
Use Google Autosuggest and PAA.
Here is what that looks like in real life.
Say, you run Sendfox and want to create competitor pages on your website. To know the products that your prospects are comparing you with, search Google for “Sendfox vs.”
And Google will show you the exact keywords to target:
As you can see, people are searching Google for:
- Sendfox vs Mailpoet
- Sendfox vs Substack
- Sendfox vs Mailchimp
- And so many more.
And for the People Also Ask (PAA), you can use it to identify competitor keywords to target as well.
Here is an example from a Google search for “alternatives to Grammarly”
As you can see, we can identify some Grammarly competitors from the PAA box, such as:
- Prowriting Aid
If you were to use an SEO tool, you’ll most likely not find these keywords.
To learn more about using Google Autosuggest and PAA boxes for keyword research, you can check out the YouTube video I recorded below.
Google has the most accurate information about your website and what users are searching for before visiting it.
With Google Search Console, you can know exactly what these queries are and create content and pages related to them.
The best part…
You can use the filter to search for queries containing specific keywords that you want to target.
For example, if you want to create competitor pages on your website, you can search for queries containing the keyword “vs”.
And GSC will provide you with a list of relevant keywords you can explore.
Here is an example…
As you can see, when people searched for some of these queries, we ranked for them.
Although most of these keywords aren’t relevant to us, this gives you an idea of how you can do the same for your SaaS.
Ready to get started?
Here are some great examples of SaaS brands using this SaaS content writing strategy to compete and dominate their industries.
Chanty is a team communication and collaboration software. They help business owners and their team members communicate and collaborate effectively to complete their tasks. One of their biggest competitors is Slack, which was recently acquired by Salesforce.
When you mention team communication and collaboration, Slack is the first name that a lot of people remember. So, how exactly can a smaller competitor like Chanty become known in a Slack-dominated market like this?
The Chanty team leveraged the power of pain-point content and ranked for Slack-related keywords on Google.
For instance, if you Google “slack alternatives”, they’re currently ranking on the number 2 spot in the SERPs after Hubspot.
And when you click on it, you’ll be redirected to a page that looks like this.
As you can see, they highlight the pain-point of their audience in the introduction and also mentioned their tool as a Slack alternative too.
Another example of this is when you Google “slack pricing”, where they currently rank number 3 after Slack.
If you click on the link, here’s what Chanty’s page about slack pricing looks like.
Here, they provide factual information about Slack and why they are one of the most successful SaaS businesses in the world. Then, they proceed to highlight the biggest problem most teams have with Slack, which is the price.
Afterward, they mentioned why they’re interested in Slack pricing, with a quick call to action to try out their software.
They also do this for other competitors aside from Slack.
If you Google “skype alternatives”, you’ll see that Chanty is ranking number 3 on the SERPs for that keyword.
And here’s what their introduction on the page looks like. As you can see, anyone who stumbles on the post knows that Chanty is a Skype competitor.
That’s not all…
They also target broad keywords related to their industry. For example, here’s the company ranking number 2, after Zapier for the keyword “best team chat apps”
Here are some other competitors related keywords they’re ranking for:
Ranking number 2 in the SERPs for “Discord vs Slack”
Ranking number 1 in the SERPs for “Asana vs Slack”
Ranking number 1 in the SERPs for “Slack vs Microsoft teams”
And the best part…
These pages drive targeted traffic and rank for tons of keywords on Google.
Take the “slack alternative” keyword as an example. According to SEMrush, it currently brings in an estimated 1,600 organic traffic visitors per month and ranks for about 900 keywords.
As you can see below, it also ranks high for competitive keywords like:
- “slack competitors”
- “free slack alternative”
- “slack vs”
Chanty has dominated the SERPs for these pain-point keywords in the team collaboration niche.
An SEO Moat like this makes them top of mind for businesses that want to ditch their biggest competitors.
Podia is an all-in-one platform for selling courses, ebooks, and downloads. It’s in a competitive industry with companies like Clickfunnels, Kajabi, Kartra, Teachable, Thinkific, Gumroad, and so on.
Most of the companies they’re competing with are household names that have built a reputation over the years.
One of the things that make Podia stand out among its competitors is its investment in content marketing. They understood how important pain-point content is and uses it as a competitive advantage.
For example, if you Google “Kajabi alternative”, you’ll see that Podia is ranking number 3 on the SERPs.
If you search for “Thinkific alternative” on Google, Podia is currently ranking number 1 on the SERPs after the Ads.
The same thing plays out if you Google “Gumroad alternative” where Podia ranks number 3 on the SERPs.
For “Teachable alternative”, they currently occupy the top spot for that keyword.
If you also Google “Kartra alternative”, they occupy the number 3 spot in the SERPs for that keyword.
As you can see…
Podia positions itself as a great alternative to its competitors, and ranks on Google for those keywords, by creating pages for it.
And when you check these comparison pages by Podia, you’d find something that looks like this:
Most people searching for alternative or comparison keywords like these, want to make a purchase decision. So, Podia beautifully designs its pages with a table that shows exactly what separates them from its competitors, which can help prospects make a buying decision fast.
Another intelligent move by Podia which I like is that they created a page on their website for “podia alternatives”, and currently rank number 2 on Google for the keyword.
This helps them to beat their competitors who might likely want to rank for that keyword to the game early.
When you check that page, you’ll see that they’ve compiled all their comparison pages in one place.
As you can see, despite being in a highly competitive market, Podia ranks on the SERPs for pain-point keywords that their target audience most likely searches for. And this will definitely help them to get more user signups and customers.
“You can fast track the content marketing process because you’re meeting an immediate need. Sometimes the keywords with the highest volume don’t have a lot of buying intent. Pain point keywords and bottom-funnel keywords may not always have the best search volume, but indicate a higher level of interest and intent.”Josh Spilker, Head of Marketing, Friday
As a SaaS founder or marketer, you want to drive more conversions for your content pieces.
That way, your investment in content marketing will pay off, and you can as well get more signups and customers for your business.
With pain-point content, you can achieve this. This is because if you help clients and customers solve a specific pain point they’re facing, they’ll know, like, and trust you. Which could eventually make them sign up for your SaaS product and tell others about it.
As a SaaS content marketing agency, this is one of the content strategies that we implement for our clients.
If you’d like us to help with your SaaS content marketing strategy, click on this link to get a free content analysis from our lead content strategist.
You can as well join our newsletter, SaaS Growth Bites, below to receive exclusive insights and tips every Thursday, on the best way to grow a SaaS business using content marketing.