However, true localization means matching how people actually speak, search, and make buying decisions in each region. These nuances help your content feel more natural and trustworthy.

In this guide, you’ll learn six steps to build a content localization model to speed up UK and EU market expansion.

Step 1. Research local customers to reveal pain points

Collect regional customer insights to ensure you create assets that truly matter to those audiences.

For example, a localized guide on domestic ACH payments (which are limited to the US) won’t be relevant in Denmark or England.

So, you’ll waste time repurposing content that isn’t relevant to this audience.

On the other hand, Voice of Customer (VoC) research in these target regions reveals real-world pain points that you can then build content around.

Here are some typical places to find this data:

• Customer interviews. Arrange conversations or surveys to understand your audience’s challenges, goals, language, and buying triggers.
• Employee insights. Ask your sales, support, and success teams what buyers query, where they get stuck, and what they care about.
• Support and sales data. Analyze sales calls, tickets, and emails for recurring issues and themes.
• Social listening. Search your brand on LinkedIn, X, Reddit, and other forums to see how people discuss the problems you solve.
• Review platforms. G2, Capterra, and Clutch are goldmines for seeing what users love, hate, and expect.

Sites like G2 are now even using localization themselves to make it easier for European buyers to evaluate software vendors:

Note: If you don’t have enough first-party regional data, search for public competitor insights. How buyers talk about similar products can still reveal relevant priorities and unmet needs.

The more local insight you collect, the easier it becomes to see the full buyer journey and exact language prospects use.

These nuances help you create content that feels native and builds trust faster.

When Grizzle localized Tipalti’s US-based financial guides for the UK and EU, we conducted in-depth research to align updates with local laws, regulations, and audience priorities.

For example, this OCR processing guide speaks to local priorities with research that highlights the cost of late payments to the UK economy.

And the benefits of this research go beyond marketing:

• Product teams get clearer direction for regional features
• Customer service can better prepare for objections
• Sales aligns more closely with how buyers think

A strong localization engine becomes a competitive advantage across the entire business.

Want help turning your UK or EU research into a clear content strategy? Book a demo today and let’s talk.

Step 2. Prioritize revenue-driving content to reach new markets

Use your localized customer research to prioritize key articles, landing pages, and other assets that solve regional problems and drive revenue.

Forrester suggests that 75% of B2B buyers want sales materials in their language, while 67% want the whole website.

Start with assets that help buyers:

• Find your product or service. Product, comparison, and other landing pages that attract potential customers.
• Learn how it works. Blog posts and guides addressing real problems from your research.
• See it in action. Case studies and product walkthroughs that demonstrate value.

Validate your priorities and identify additional opportunities using data to gauge potential impact.

Internal performance data and SEO tools can help confirm where real demand exists.

Ask yourself:

• Which of these pages already attracts sales from your target countries?
• Which English keyword terms have strong search volume and moderate cost-per-click (CPC) in the UK and Europe? (These metrics demonstrate the likely value of regional traffic.)
• Which topics suggest clear interest in multiple target markets?

For example, some English content can perform well in EU markets with high English-speaking populations (e.g. the Netherlands or Nordics), offering quick wins before fully localizing.

Other topics like “open banking” show strong demand across the US, UK, the Netherlands, and Sweden:

These topics are often safe bets to localize early as they’re already resonating.

From there, you’ll expand into fully localized versions for regions where native language content matters (e.g. Germany, France, Italy, or Spain).

But keep in mind that some terms don’t exist locally.

For instance, “sales enablement” isn’t common in France or Germany, so you’ll need to explain it for your audience to understand.

This approach lets you build a solid content foundation quickly, start engaging new buyers, and gather insights for original, region-specific content later.

Step 3. Build out a regional content team

A team with local expertise is essential for creating content that resonates and avoiding missteps that confuse or even offend audiences.

For example, first names or casual phrases are widely accepted by Americans.

But German differentiates between “you” with “du” (informal) and “Sie” (formal)—the latter is generally preferred unless speaking to kids or loved ones.

Gartner research also suggests that while German consumers value familiarity (think local testimonials and case studies), French buyers favor market leaders (i.e. top-rated positioning).

Translation tools often overlook these small details, but they can significantly impact engagement.

A high-performing regional team needs:

• Native-level fluency, including awareness of local trends, culture, and idioms
• Specific industry knowledge
• Transcreation skills (i.e. adapting tone and meaning, not just translating)

However, not every team member needs all of these skills.

For example, a localization manager can focus on strategy and technical SEO, while writers and editors bring native fluency and tone expertise.

Here’s the suggested breakdown of roles and responsibilities:

If in-house resources are limited, agencies or freelancers can fill the gap. Agencies like Grizzle provide scalable, all-in-one solutions—ideal for targeting multiple EU markets at once.

The key is finding the right expertise that fits your goals and budget.

Prioritize local knowledge, bilingual skills, and cultural fluency over cost savings (where feasible).

Your content’s effectiveness depends on it.

Step 4. Involve local subject matter experts to ensure accuracy

Local subject matter experts (SMEs) add credibility, verify facts, and make your content culturally relevant—especially in regulated industries or markets with unique rules.

You need to build trust with regional audiences. SMEs help you earn it by showing authority.

For example, Wise’s guide on UK pension withdrawal includes expert input as minimum age and tax treatment differ from countries like Ireland and Canada:

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These experts fill knowledge gaps that even skilled bilingual writers can’t fully cover, ensuring accurate content for local regulations, workflows, and customs.

Your in-house experts (like product managers or compliance officers) can serve as SMEs, depending on the topic.

However, building a network of external SMEs with real-world experience expands your reach and helps you cover topics your team can’t.

Here’s where to find them:

• Audience research tools. Use platforms like BuzzSumo or SparkToro to find thought leaders your audience follows.
• LinkedIn. Search for authoritative figures by title, industry, or experience.
• Help A Reporter Out (HARO) or Qwoted. Submit queries to connect with verified experts.
• Clarity.fm. Connect with specialists in niche industries.
• Professional associations. Reach out to certified experts in your field.
• Industry conferences. Scan speaker lists for those with specific expertise.
• Competitor content. Identify authors or podcast hosts demonstrating niche authority.

Note: For co-created content, collaborating with SMEs who also have an online presence can amplify reach and help you achieve early traction.

When quoting SMEs in your content (instead of hiring them to fact-check), make sure you:

• Double-check names and roles
• Include a link to their website or resources
• Let them review content before publishing

A strong SME network can even open doors to other recommended experts, so your content is always backed by credible, specialized knowledge.

Step 5. Create localized guidelines to scale without losing quality

Create localization guidelines to maintain consistency in your content’s voice, quality, and cultural fit as your business grows.

Don’t be part of the 27% of tech CEOs who didn’t create dedicated resources for regionalized marketing campaigns and wish they had.

For example, Wise’s “Foundations” document aligns every writer, designer, and marketer on the brand’s online presence.

The “Go global, write local” section explains how to write content while staying mindful of diverse cultures:

It flags things like avoiding literal wordplay, staying culturally sensitive, and remembering that translated text often expands by 30% or more (when considering UI design).

This ensures Wise’s content resonates locally while scaling production faster.

A comprehensive localization guide should include:

• Positioning, tone, and personality specifics for each region
• Grammar rules, style choices, and regional conventions (e.g. UK vs US spelling)
• Glossaries with approved translations for product and technical terms
• Design rules and example content
• Tools, workflows, and quality assurance (QA) checklists

Keep the guidelines accessible and update them as the market evolves.

A living document makes it easier for teams to produce high-quality localized content without costly revisions.

Step 6. Optimize content for local search and market entry

Localize content, headings, keywords, and URLs to match each market’s search intent. 

Optimizing on-page SEO (often by creating regional versions of your website) supports your GTM strategy by driving visibility and awareness.

For example, Pipedrive localizes 2.7 million words in 24 languages annually.

Like this Italian version of the homepage:

When nearly 66% of software buyers prefer providers’ websites and landing pages in their primary language, you see why localization is critical for complex products.

For more moderate expansion (where you’re testing a market or scaling gradually), focus on optimizing key pages that drive awareness.

For example, Tipalti’s UK PayPal guide localizes the most important on-page SEO elements (URLs, headings, keywords, and body copy):

By meeting intent and improving search visibility, the finance solution now ranks on the first SERP for “How PayPal transfers work in the UK”.

Committing to a full country launch?

Localize all customer-facing content—from marketing pages to help docs—to support SEO and sales.

This strategy works best with local teams (e.g. sales, support, or product experts) to respond to demand and keep channels consistent.

It takes more time and resources, but helps you capture search intent and drive conversions faster.

AI tools can speed up translation for guides, tutorials, and help pages.

But always have bilingual editors review content nuances before publishing.

Localized content drives trust and growth

Anyone can translate text in seconds thanks to AI, but localizing your message to each market’s language, culture, and expectations gives you a competitive edge.

Start with the pages that matter most, test, and refine based on performance data. Base your UK or EU content on local insights and customer needs at every step.

Over time, you’ll build trust, strengthen your presence, and drive sales.

Ready to get your content moving in new markets? Book a demo today and let’s talk.

B2B podcasts drive audience growth, authority, and pipeline (even with a small audience). 

The issue? Most sound the same, are too salesy, or fail to grab attention.

In this post, you’ll learn how to create a B2B podcast that people actually listen to using the PVP Framework.

Why most B2B podcasts are boring, salesy, or forgettable

Scroll through the Apple Podcast charts, and you’ll notice a pattern. Corporate artwork, cookie-cutter formats, and the same tired playbook:

• Book a target account as a guest on the show
• Ask a few “safe” questions
• Try to sell to the guest post-recording and hope your ICP also decides to buy

Most feel like networking sessions that someone hit “record” on.

Others mimic consumer podcasts, chasing entertainment value over substance.

The titles promise insights, but listeners leave with nothing actionable—45-minute episodes that often could be done in 10.

Busy buying committees don’t have time for another generic show.

To stand out, your B2B podcast needs the PVP framework—a clear “premise”, a distinctive “vibe”, and production “polish” that makes your show impossible to ignore:

1. Premise. Clear direction based on what matters to your audience.
2. Vibe. Style and personality that resonates.
3. Polish. An aesthetic that grabs attention.

Here’s how to deliver all three.

1. Premise: solve real problems, don’t sell

Focus on delivering highly specific and relevant insights and solutions through your podcast (instead of pitching your product) to build trust.

Start with two key questions to determine your premise:

• Who do we serve? Become the go-to resource for a specific segment of your target audience.
• What do they care about? Align topics with this segment’s career goals, challenges, or Jobs to Be Done (JTBD).

For example, content marketers want practical tips that improve performance. Founders prefer growth strategies and peer insight that drive revenue.

Neither want aimless chatter that could apply to anyone.

Dave Rogenmoser scaled Proof’s Scale or Die podcast using the same tactics his tool now offers customers.

The podcast extends that experience into actionable lessons, with successful founders sharing strategies that helped them scale past $1M ARR.

Episodes deliver specific, actionable advice for startups. Not generic marketing tips.

In an episode with CXL founder Peep Laja, Dave walks listeners through improving conversions with user research.

Don’t create a podcast for everyone. Hone in on your expertise and passions.

The more specific and authentic your premise, the more you’ll cut through the noise.

Who should host my B2B podcast?

To build trust and drive action, your host must be authoritative and credible.

The right person pulls better stories, asks sharper questions, and creates conversations listeners can actually use.

At Grizzle, we recommend founders and CEOs. They’ve lived the journey, can speak with conviction, and attract high-quality guests.

Listeners are more likely to trust someone with vast experience, wins, and losses.

Plus, high-profile guests are drawn to peers with similar authority.

Examples include:

• Exit Five founder Dave Gerhardt hosts The Exit Five CMO Podcast

• Smart Panda Labs co-founder Shamir Duverseau hosts Everything Clicks

• Grizzle founder Tom Whatley hosts Maker Mixtapes

• Wednesday Women founder Melissa Moody hosts 2 Pizza Marketing

If your founder isn’t comfortable on the mic, ask other senior leaders (e.g. the COO, CMO, or managing director) who are likely to be around long term.

Marketing managers (who may have less experience) can still earn authority through preparation, research, and tight framing.

Data enrichment tool Clay doesn’t have its own podcast.

But an array of team members host videos and webinars that feel credible and expert-level:

Each host has done their homework and knows how to extract and explain insights.

A clear premise and the right host lead to impactful episodes that build a loyal, engaged audience.

2. Vibe: stand out with personality and eye-catching visuals

Your “vibe” is the style, personality, and look that attract people to your show and make it memorable.

First impressions happen visually, so this is your chance to signal that you’re not just another copy-paste B2B podcast.

To nail your vibe, focus on these four crucial elements.

Pick a B2B podcast brand name that grabs attention and signals value

A standout podcast name grabs attention, reflects your premise, and hints at the experience listeners can expect.

Here are a few examples:

• Everything Clicks. Shamir Duverseau’s show focuses on the post-click experience (PCX). But the name also nods to what happens when marketing works (more “clicks”).
• Maker Mixtapes. One guest, one playbook. The alliteration rolls off the tongue, conveying creativity and action. “Mixtapes” makes it feel personal and approachable.
• The Exit Five CMO Podcast – Strong brand and host credibility make this to-the-point name work.

While the name sets expectations, your launch (when ready for it) sets the tone.

Here’s how Shamir announced his new podcast on LinkedIn:

I want to announce that, today, I’m launching my new podcast: Everything Clicks.

The world doesn’t need another podcast, but I need a place to talk about what’s on my mind.

We marketers throw around a lot of buzzwords, like “personalization”, “AI”, and “making data-driven decisions”.

Yet, a lot of enterprise marketing leaders have no idea how to deliver them.

Businesses are struggling to connect marketing strategy and technical execution:

- Teams are siloed

- Collected data gathers dust

- And systems are rarely up to the task

Meanwhile, customer expectations keep climbing (thanks, Amazon), and companies are left scrambling to fill the gap.

“Everything Clicks” doesn’t just talk about these challenges.

It helps you SOLVE them by interviewing the experts driving profitable growth.

We’ll dive into the gritty realities of CX, performance marketing, and tech strategy with:

🔹 Concrete advice

🔹 Real-world stories

🔹 A direct approach to marketing’s most pressing issues

Each episode tackles practical, behind-the-scenes insights from top B2C marketers at leading Fortune 5000 companies who are actively solving problems.

Here’s what you’ll learn from 3 of our first guests:

1️⃣ Alex Corzo (Smart Panda Labs)

→ A crash course in personalization strategies that actually work, and how to tie in your post-click experience (PCX).

2️⃣ Bill DeCourcy (AmeriLife)

→ Dive into the world of performance marketing and how to use YouTube to grab attention.

3️⃣ Aurelia Pollet (CarParts[dot]com)

→ Aurelia covers the C-suite’s role in CX and how to shift your focus from KPIs to customer needs.

Ready to tackle the issues everyone’s talking about and delight your customers?

Listen now on YouTube, Spotify, or Apple Podcasts. Come and join the conversation.

Link in comments below 👇

If you can’t rely on an established brand or host when naming your podcast, consider your premise and company philosophy.

Brainstorm widely. Look for industry terms you can twist into something memorable, clever, or surprising that signals your show’s focus and value.

More ideas make it easier to land on a name that highlights exactly what you’ll deliver.

Craft a visual identity that gets noticed

Your visual identity should be unique and make your podcast instantly recognizable (without compromising readability or what it’s actually about).

Lean into your company’s history or your CEO’s personal interests or passions to give your podcast character.

For example, Everything Clicks channels Shamir Duverseau’s love of ‘80s pop culture.

So, Grizzle created memorable artwork that stands out in a sea of generic corporate blue:

The retro aesthetic carries through to episode artwork, with high-quality guest photos and snappy headlines that grab attention:

Take inspiration from B2C, entertainment, and pop culture. But never let creativity negatively impact clarity:

• Text must be readable at 55 x 55 pixels (Apple Podcasts’ smallest display)
• Keep visuals simple and minimal—name and tagline only
• Avoid intricate details that blur at small sizes

When creating episode titles, treat them like blog headlines.

Focus on listener outcomes (e.g. specific insights, numbers, or solutions) that make it clear what’s in it for them.

Strong visuals signal professionalism, grab attention, and guide listeners toward the value you’re promising.

Pick a structure that keeps listeners engaged

Your style and structure determine how listeners experience your podcast. These elements reinforce your premise and make your show worth subscribing to.

Pick a format that plays to your strengths and fits the value your audience is hungry for (as per your premise).

Here are some typical options:

This format shapes your runtime. For example:

• Interviews and roundtables tend to be 30–40+ minutes
• Solo episodes often work best as 10–15 minute insights or Q&A sessions

Mixing formats is totally fine as long as your core premise stays consistent.

Grizzle recently helped Everything Clicks host a special Q&A episode answering listeners’ biggest customer experience questions:

Even without a guest, the episode stayed true to Shamir’s signature style—practical, personable, and focused on delivering actionable insights.

No matter which format you choose, these rules apply:

• Do the research. Base conversations on specific deep dives, not surface-level talking points.
• Know the value. Identify likely takeaways before you hit record.
• Stay on topic. Cut anything that doesn’t serve the listener.
• State the payoff early. Tell busy B2B listeners “why this matters” in the first 30 seconds.
• Prepare a brief. Outline your intro, outro, and key beats. Draft questions to prevent rambling.

Nothing kills a podcast faster than winging it.

Preparation keeps the conversation tight, actionable, and aligned with your premise.

Choose guests who make episodes worth listening to

Engaging conversations keep listeners hooked, while the wrong ones waste time and damage your vibe.

When choosing guests, start with your network:

• Colleagues
• Partners and industry friends
• LinkedIn connections

Familiarity makes the back-and-forth flow naturally—crucial when you’re just starting out.

For example, Shamir’s first guest was his Smart Panda Labs co-founder, Alex Corso:

Their shared expertise and friendship create a smooth, engaging discussion.

For guests outside your circle:

• Schedule a 15-minute pre-call. Build rapport, brief them on the topic, and gauge fit.
• Check alignment. Ensure the guest can speak confidently on the subject and has chemistry with the host.

Pre-screening guarantees episodes are valuable and engaging—saving you time and protecting your podcast’s reputation.

3. Polish: make your podcast look professional

Podcasts aren’t just audio anymore. High-quality video production makes your repurposed content stand out on YouTube and LinkedIn.

On the other hand, low-quality visuals or muffled sounds get skipped by fast-scrolling viewers.

Over a billion people watch or listen to podcasts on YouTube every month.

Video podcasts:

• Extend your reach
• Provide shareable snippets for social media
• Make your show more engaging for both new and existing audiences

For instance, Shamir regularly shares snippets from Everything Clicks on LinkedIn: 

Each episode goes further as bite-sized content that drives awareness and engagement.

Here are three fundamentals for producing high-quality video and audio.

Need help producing a remote podcast that looks and sounds incredible? Book a demo today and let’s chat.

Invest in gear that elevates your podcast

Clear visuals and crisp audio make your podcast feel professional and credible. Poor production drives listeners away.

Forget your built-in laptop camera.

Affordable 4K webcams create a sharper, more professional image.

External mics with a pop filter (to eliminate popping noises during speech) also dramatically improve sound quality.

Here are some more top tips from Grizzle’s Video & Media Lead, Adam Hart:

• Consistent lighting prevents shadows—a ring light behind the camera works well
• When using green screens, avoid green, reflective, or sparkly clothing to prevent visual glitches
• Keep shoulders in frame and leave ~5–6 inches above your head

Use the pre-call to brief guests on setup, framing, and lighting.

This informal chat reduces recording-day stress and keeps visuals consistent.

It’s also the best time to schedule the actual interview, while you’re both present with calendars in front of you.

Proper setup ensures every episode looks and sounds professional. In turn, this can increase engagement, shareability, and audience retention.

Capture clean recordings

A solid recording process preserves audio quality, encourages natural flow, and minimizes technical issues.

Even remotely, recording tools like Riverside.fm record hosts and guests separately:

This makes it easy to fix background noise or adjust levels without compromising quality.

As Riverside uploads in the background, it also prevents lost recordings due to internet issues.

On the day, remember to schedule more time than the interview needs.

A 15-minute buffer (for a 45-minute session) lets you set things up and check equipment.

Use this time to:

• Walk through any software or equipment settings (e.g. ensure external mics are ~30cm from the speaker’s mouth for clear audio)
• Make the guest feel comfortable and relaxed (explain that you’ll be able to edit out any awkward pauses or fumbling over words)
• Confirm both sides are ready before hitting record

Thoughtful recording setup saves editing time, ensures consistent quality, and produces episodes that sound professional and engaging from start to finish.

Turn raw recordings into impactful content experiences

Editing turns a long (and sometimes messy) chat into a focused episode that delivers value at an appealing velocity.

Listeners decide in the first 30–60 seconds if they’ll stick around, so you must hook them immediately.

Even in non-B2B formats, strong openings like “Diary of a CEO” use key insights to set the tone, tease value, and make people want to hear the whole story.

Editing matters as much as the recording itself to shape the episode’s flow and ensure it delivers on the intro’s promise.

Here are six tips to polish every episode to perfection:

You can also separate yourself by borrowing ideas from other media.

Find out how your favorite:

• YouTubers keep attention high
• TikTok creators use pacing and jump cuts
• Filmmakers use sound, silence, and atmosphere to immerse the audience

Motion graphics, light animation, or contextual B-roll can make your podcast feel fresh.

Cultural references or unexpected clips interrupt expected patterns, especially in the B2B world, and keep viewers engaged.

For example, Everything Clicks uses 80’s pop-culture references to underscore jokes or metaphors:

It’s quirky, memorable, and breaks the “corporate podcast” mold.

In a crowded market, production with personality is what people remember.

Create the B2B podcast that only your company can

You don’t need a massive audience to reap the benefits of a successful B2B podcast.

You just need a show that feels different from everything else in your space.

Create one that reflects your host, point of view, and the problems you solve. Then, treat every episode as a feedback loop.

The more you learn from your listeners, the faster your show will evolve (and the easier it becomes to attract more like-minded people).

Want your own B2B podcast that drives results? Book a demo today and let Grizzle bring it to life.

Today’s B2B buyers tune out the moment a page feels untrustworthy. Yet, weighing up options is still a key step in every buying cycle.

In this post, you’ll learn six key steps to create honest comparison pages that help best-fit customers choose your product or service.

The problem with traditional comparison pages

Most ineffective comparison pages focus too much on themselves or on discrediting competitors.

That mindset produces the same weak patterns:

• Long feature lists with no context
• Cheap shots at competitors (e.g. “X is too slow”)
• Claims with no proof (e.g. “The #1 alternative to…”)
• Tables engineered to make you look good and nothing else

None of this helps potential buyers.

People visit comparison pages to understand the real differences between options and make informed decisions.

Talking only about yourself doesn’t solve that. Tearing down competitors makes you look defensive and untrustworthy.

By being honest and objective, you’ll position your product as the best fit for the right audience while acknowledging where competitors might be a better fit for unqualified buyers.

Here are six steps to help you strike that balance.

1. Highlight unique value before any features

Lead with your product or service’s unique value. The model, process, or capabilities that make you worth choosing in the first place.

Instead of lining up every feature side by side, put your strengths right at the top to anchor your comparison in what actually matters to buyers.

For example, ActiveCampaign’s edge lies in powerful automation, which enhances every customer journey touchpoint:

It’s a clear advantage over competitors like Mailchimp. So, the comparison page starts there.

The tone is factual, not boastful, and reads like something a neutral reviewer could write.

ActiveCampaign’s positioning does the heavy lifting while recommending Mailchimp as a simpler tool for beginners:

“Because the builder is so straightforward to use, Mailchimp is a good option if you're just starting or aren’t trying to automate very much.”

The brand then positions itself as the better choice for advanced automation:

When you’re clear on what sets you apart, you don’t need hype or competitor bashing.

You just explain the value that only you provide.

Before writing any comparison page, define your specific differentiators against that competitor.

Then, build the entire narrative around those.

April Dunford’s product positioning exercise is a solid framework for this:

• Understand where you stand today and your core value
• List your unique attributes
• Link each attribute to a real customer pain point you solve
• Identify who cares most about those strengths (i.e. your ideal buyers)
• Pick a market frame that makes your value obvious to those buyers

When you anchor comparison pages to your differentiators, you give buyers clear, useful context while staying honest.

2. Create trust with your comparison tables

Strong comparison tables help potential customers make informed decisions by attracting best-fit buyers and filtering out those who aren’t a match.

While these visuals are one of the fastest ways to show how you stack up, they’re also easy to misuse.

For example, we’ve all seen tables like Asana vs. Monday:

Buyers don’t trust one product coming out on top in every category, and can tell when you’ve cherry-picked features.

Instead, focus on 6–8 core features that are directly tied to buyer needs and pain points. (Not just those you excel at.)

This keeps your brand honest and even improves usability.

NN Group eye-tracking studies suggest that people tend to read comparison tables in a lawnmower pattern.

If your table is too long or cluttered, readers struggle to keep track of information.

There will likely be products that share similar capabilities. So, the real value comes from how you frame differences.

Show strengths clearly, without pretending the competitor offers nothing.

App-building platform Nocoly simply presents facts when comparing itself to Outsystems:

The neutral tone makes the comparison feel more believable, while the differentiation on data, languages, and pricing stands out naturally (without attacking the competitor).

Don’t aim to “win” every buyer with your comparison tables. Instead, use them to clarify who you serve best.

3. Give competitors credit to strengthen your own positioning

Acknowledging where competitors shine makes your comparison page feel trustworthy and differentiators more believable.

Some competitors will outperform you in certain areas.

You know it. Buyers know it.

Being upfront about that sets your page apart from the majority and builds instant credibility.

For example, Claap recognizes Gong’s leadership in “Revenue Intelligence” instead of downplaying it:

Then, Claap explains why it’s a strong alternative to its respected competitor.

Vidyard uses a similar tactic, first acknowledging Loom as a powerful tool:

ActiveCampaign even takes this a step further, praising Mailchimp’s superior ease of use:

This kind of honesty stands out because it’s factual and confident.

It’s also the opposite of the “talk ourselves up while trashing everyone else” approach that most companies use (and buyers ignore).

It all ties back to positioning.

When you’re clear on your own strengths, giving competitors credit reinforces your authority.

Here are some tips on how to credit competitors effectively:

• Identify where others excel (e.g. features, usability, or reputation your audience respects)
• Acknowledge it clearly but briefly (one line is usually enough)
• Avoid an exaggerated tone or backhanded compliments, which can feel insincere and undermine trust
• Use visuals when possible—screenshots or data points make recognition feel factual, not promotional

This approach signals confidence. You communicate: “we know what others do well, and we still believe we’re the best fit for you.”

4. Address the real alternatives buyers are using

Buyers aren’t just comparing you to competitors. They’re also comparing you to existing processes and spreadsheets.

Highlighting and outpacing these solutions wins trust and conversions.

SaaS brands often define competitors too narrowly: “Who else makes software like ours?”

In reality, your competition includes everything buyers are currently using to solve the problem.

April Dunford calls these “status quo” solutions—the free, simple, or familiar tools people rely on before they even see your product.

For instance, many businesses manage projects in spreadsheets or via email.

Therefore, comparison content for project management platforms should address these solutions—especially in middle-of-funnel (MOFU) “alternatives” articles.

Take ClickUp, which acknowledges Excel’s value when comparing its platform to spreadsheets:

Then it subtly positions ClickUp as the more effective solution in a table:

By addressing the status quo, ClickUp earns trust before prospects even start comparing other project management tools.

Here are three ways to identify these alternative solutions:

• Ask, “How are our target customers solving this problem today?” and list the answers
• Review market research, customer interviews and sales conversations for recurring patterns
• Pinpoint the alternatives that actually influence buyer decisions to talk about

Dunford warns against “phantom competitors”—solutions your prospects don’t know or care about.

Trying to position against them dilutes your messaging and weakens your differentiation.

Focus on the alternatives that matter, show how you improve on them, and your comparison content will resonate with buyers where it counts.

5. Help buyers select the right solution for their specific needs

Comparison pages should help prospects make informed decisions about the right product for them. Don’t just pitch your product to everyone.

Your goal is to attract the right prospects and make them feel confident in their choice with genuinely helpful information.

Let’s circle back to ActiveCampaign’s Mailchimp comparison page.

It positions Mailchimp as a cheaper, simpler alternative.

Then highlights its own tool as having the “best deliverability” and “powerful (but easy to use) automation”:

Vidyard takes a similar approach vs. Loom.

Instead of answering “Which is better?” with biased sales copy, it presents an objective view and lets readers decide for themselves:

Grizzle helped XTM create an opening table to show that its website localization tool is for large enterprises.

Then, it highlights other solutions that are more suitable for small teams or solo business owners:

XTM’s ideal customer is naturally drawn to its product, while everyone else is pointed in a different direction.

Describe who your product is for (not just how it beats competitors) in comparison pages, so readers can see which solution fits their needs best.

Present features and differences clearly and transparently. Trust your positioning.

That’s how you create neutral, informative comparisons that still demonstrate superiority.

6. Use targeted customer stories to validate your claims 

Letting customers tell their own stories adds credibility and proves your product wins in the real world.

Generic reviews don’t move buyers at the comparison stage.

Hearing from people who switched from the same competitor to you does.

For example, FreshBooks nails this on its QuickBooks comparison page:

A testimonial from someone who moved from QuickBooks carries far more weight than a five-star rating with no context about why they switched.

It details the customer’s pain, the change, and the outcome achieved.

To capture this type of social proof, build it into your workflow:

• Note which product customers switched from during sales or onboarding
• Follow up a few weeks later and ask for a short interview
• Question what wasn’t working before, why they switched, and what changed after adopting your tool
• Pull the clearest quotes that map directly to the comparison you’re making

You can also borrow FreshBooks’ approach and pull switcher reviews from third-party sites like G2 or Capterra.

Brands like Nocoly take this further, inviting customers to contribute directly to comparison pages.

Founder Phil Ren explains this transparent, user-led approach:

“We regularly update this section with real, selective insights from customers. While the content is curated, it reflects genuine customer experiences and offers valuable context for potential buyers facing similar decisions.”

The more real customer experiences you highlight (especially from switchers), the more objective and persuasive your comparison pages become.

A comparison page is an extension of your positioning

When you anchor comparison pages in your unique strengths, you give best-fit buyers clear, compelling reasons to choose you.

Help potential customers evaluate fairly. Show what competitors do better. Support your claims with real-world testimonials.

Do this consistently, and comparisons will feel less like sales pitches and more like trust-builders.

Need help creating comparison pages that strengthen your credibility and drive conversions? Book a demo today and let’s chat.

Exit Five is a rare exception that 40K+ B2B marketers are excited to read.

In this post, you’ll learn five core principles from Head of Content, Danielle Messler, that you can copy to make your own newsletter more successful.

1. Write for one reader at a time to build relationships

Write each issue as if you’re sending it to one person you know, not a buyer persona, to make your newsletter feel personal.

While most B2B newsletters act like link dumps, Danielle treats every Exit Five issue as a relationship-building channel.

“Today, I’m writing an email for Chelsea because I know she’ll care about this topic. Tomorrow, it’s Amruta, who just started a job where she’s managing an 80-person marketing org.”

That small shift changes the tone instantly.

Each email is focused on solving a real problem that others are looking to solve.

Danielle’s writing feels human and conversational because she’s willing to share her own challenges, successes, and failures:

Most B2B newsletters never go there, which makes Exit Five’s stand out.

They send two newsletters each week:

• The Exit Five Weekly Newsletter (long-form strategic insights)
• Marketing Snack (bite-size tactics)

Both appeal to different reading styles. However, they follow the same relationship-driven approach to drive organic growth.

Subscribers get double the value from a single newsletter, and Danielle gets richer data to keep improving content.

By comparing long-form and bite-sized version performance, she can see:

• Themes that spark higher opens
• Formats earning the most clicks
• Where attention drops off

Those signals help Danielle fine-tune future issues, balance depth with speed, and prioritize the topics readers consistently crave.

2. Be transparent to drive trust and signups

Showing people what they’ll get from your newsletter before they subscribe removes skepticism and can increase sign-ups. 

Most B2B newsletters hide their content behind an opt-in form, which frustrates readers and makes them hesitant to opt in.

As Danielle explains:

“It’s a big ask. Our inboxes are packed with a lot of unwanted senders. To invite someone in, I think marketers have to prove why they deserve to get in the door.”

Exit Five overcomes skepticism by publishing previous issues on its newsletter landing page:

Framing the newsletter as a publication demonstrates what subscribers can expect.

It also makes it feel more thoughtfully produced with clear themes and consistent formatting, suggeting a higher editorial standard.

It also attracts the right audience: marketers who might later become community members.

This “try before you buy” approach:

• Builds trust
• Provides social proof
• Reduces perceived risk

All without adding extra work for the team.

Transparency upfront helps turn more curious readers into subscribers.

3. Give readers a clear, actionable takeaway in every email

To increase engagement and loyalty, every issue should offer practical advice that readers can apply immediately.

Danielle’s rule is:

“Make sure there’s something in your newsletter readers can learn today. Something they can implement in some way.”

Sometimes, that’s a tactical hack. Others, a strategic framework or insight from industry research.

For example, Danielle breaks down Mutiny CEO Jaleh Rezaei’s growth strategy:

Then, she explains exactly how readers can apply this strategy themselves:

To keep ideas fresh, Danielle turns to her audience and existing content to consistently deliver topics marketers care about.

Exit Five stays relevant and spots real pain points by:

• Listening to community feedback
• Monitoring trending conversations
• Repurposing proven content from LinkedIn posts, podcasts, or other channels

Then, Danielle frames every newsletter angle with a new perspective and practical steps.

Founder Dave Gerhardt labels it Exit Five’s “content flywheel”:

A post becomes a newsletter, fueling feedback that feeds future content. This creates a self-sustaining cycle of actionable insights.

So, ditch the vague summaries.

Instead, focus your newsletter on usable insights.

“Avoid regurgitating information. Add narrative and a new angle. ‘Dave talked with this person, and here’s what they said about making sure your positioning is clear instead of broad, and here’s how to do it.’”

Instead of simply reposting content:

• Extract the lesson from the original material
• Add context that explains why it matters or how it fits into a bigger picture
• Show readers how to apply it in their own work

That way, every email teaches something useful, keeps readers engaged, and gives them a reason to open the next issue.

4. Prioritize email replies to increase deliverability

Email responses are an opportunity to start two-way conversations with your subscribers and buyers. They also signal to email servers that recipients trust you with their inboxes.

While open and click-through rates matter, replies tell you who’s actually engaging while improving deliverability.

The simplest way to get replies is to ask for them.

Danielle includes value-led P.S. prompts to invite thoughts or reactions, which grabs the attention of readers who skim:

Exit Five often gets 30-40 replies per send. Almost unheard of in B2B.

Danielle has built this over time by replying to every message.

That personal touch builds trust and deepens relationships.

According to Dave Gerhardt:

“One other thing I love is Danielle's ‘PS’ tactic...super unscalable, right? She's going to email everyone the link to the article she mentioned? Yep. She will. And that's exactly why it works.”

Email automation is still crucial for B2B marketers. But it can’t replicate the human connection that spurs loyalty and advocacy.

5. Use curiosity-driven subject lines to increase opens

Exit Five’s most opened subject lines hint at relevant value within emails but withhold key details to boost open rates.

Zero Bounce research shows people are more interested in emails from work, friends, and family or brand discounts.

Relevance and subject lines are the top motivators for people opening brand emails:

To improve open rates, Danielle creates a “curiosity gap” with her subject lines:

“The art of storytelling is withholding information, but you also want to give them just enough that they know it’s valuable.”

She pulls readers in by promising a payoff without giving it away:

• “Here’s what to do when you’re not the subject matter expert”
• “The mindset shift that helps marketing leaders move faster”

Honesty is the key to making these work. Your subject line must set a realistic expectation that’s fully delivered in your email.

Exit Five’s subject lines avoid clickbait. That consistency creates an expectation with readers that they can trust them to deliver value in future issues.

One way to write better subject lines is to study emails that you open.

Make observations in length, tonality, and psychological principles at play.

For example, you might open an email with the subject line: “The one shift that doubled our pipeline”.

Adapt this to your own emails.

For example, a product analytics brand might try: “The small shift that improves your onboarding flow”.

Track open rates over time to see which hooks resonate best with your audience.

Reward people’s curiosity with real value and watch engagement compound over time.

Start now instead of striving for perfection

Successful B2B newsletters show up consistently, write for humans, and share actionable insights.

You don’t need to nail the perfect format on day one. As Danielle says, you only figure out what works by getting reps in.

Start small, iterate fast, and improve with every issue.

Need help creating a newsletter people actually enjoy? Book a call today and let’s chat.

What is bottom-of-funnel (BOFU) content?

Bottom-of-funnel (BOFU) content helps your audience research products and solutions. It’s designed to educate buyers that your product is the best option and overcome objections.

While BOFU is designed to convert, it must still add value to readers.

Common bottom-of-funnel content formats include:

• Comparison pages
• Product listicles
• Case studies
• Explainer videos

Content at this stage of the funnel:

• Eases prospects past their objections and builds enough trust to take action (e.g. book a demo or sign up for a trial)
• Gives solution-aware prospects the information they need for product research

Top-of-funnel (TOFU) and middle-of-funnel (MOFU) content have slightly different goals. They build awareness and capture users early in the customer journey.

BOFU content directly contributes to customer acquisition.

For example, here’s a BOFU article we created for Pipedrive. It teaches their audience how to create client reports—a common jobs-to-be-done (JTBD):

It offers practical advice and tips on what to include in client reports. More importantly, it walks readers through creating them using Pipedrive’s reporting features.

We call this product-led content, which adds value and teaches users how to solve relevant problems with your product:

Further down the funnel, you can create product content to attract in-market buyers.

Like this article we wrote for HiringBranch listing the best candidate assessment tools:

This piece of BOFU content:

1. Gets HiringBranch’s product in front of searchers looking for their product
2. Adds huge amounts of value for readers researching their options
3. Includes a relevant CTA to sign up for a demo

Both top- and bottom-of-funnel content have their place in the marketing mix.

For B2B and SaaS startups getting started with content and SEO, it’s best to focus on the latter.

Why? Because revenue and growth are your core priorities. BOFU content gets you in front of the buyers who are looking for your product right now.

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How to find bottom-of-funnel content topic ideas

To find the right BOFU content ideas, you need to understand why customers buy from you.

• Not just: “Our customers need an invoicing tool.”
  
  
• But more like: “Our customers want to send invoices and reminders on mobile devices. They don’t want to chase clients to get paid.”

“Mobile invoices and reminders” is the what. “Not having to chase clients” is the why.

Which is exactly what this Tide article covers:

Here’s how to conduct BOFU content topic ideation:

Interview your customers

Customer interviews will uncover insights to improve your messaging and help you understand:

• Which problems you help customers solve
• Why they invested in your product
• What positive and negative experiences they’ve had

The key to effective customer interviews is to a) be direct and b) ask good follow-up questions. 

This is where you’ll find their true motivations and insights you can act on.

Here are some examples of initial and follow-up questions. We've based these on hypothetical customer responses for an asynchronous meeting platform:

From these initial and follow-up questions, you might learn:

• Customers choose you over competitors because you keep meetings organized and on track.
• Teams are able to spend more time on deep work and implement a four-day workweek.
• Automated minutes would allow teams to clearly communicate and stay present during meetings.
• Customers send voice messages over video because they feel it’s easier to hit record. They don't have to worry about their appearance.
• Screen sharing isn’t a priority because Loom offers a best-in-breed solution. Customers would rather see an integration.

Take these insights and use them in your BOFU content. Be open to critical feedback. You’ll discover ways to improve your content and messaging.

How we'd use these insights to create content for clients:

Using the responses above, we could write a “Zoom comparison article.”

If we were writing it for them, it would emphasize that it helps customers save time and improve productivity as key differentiators.

We’d even share how one customer implemented a four-day workweek—all thanks to the number of hours saved.

This would position them not just as a meeting tool, but as a way to improve remote working cultures.

Customer interviews allow you to collect feedback from your customers. You can ask follow-up questions and understand their trust motivations, challenges, and goals.

You can also send email surveys—like Miro have done here:

Collaborate with sales and customer success teams

Customer success and sales teams talk to your customers on a daily basis. They have their fingers on the pulse of common challenges and goals.

Use these insights to eliminate friction from the conversion and onboarding process.

Look to customer support tickets and forums, as many users go here first to find answers.

For example, this ClickUp article teaches readers how to manage large amounts of content:

It shares a system for scaling content production—a common use case shared among ClickUp users.

Regularly meet with your sales and customer success teams. Uncover questions customers ask before and after investing in your product or solution.

Find out:

• Which product features have the most usage? 
• How do prospects compare you to competitors?
• What features are customers rarely interested in?

Your BOFU content must answer these questions and overcome objections.

Here's how HockeyStack addresses user challenges in its Can You Dashboard It? series:

The team shares how to create ad tracking and sales dashboards.

It shows users how to measure impressions and sales activities using their product.

Essentially, the series teaches potential HockeyStack customers how to solve their biggest problems. It's an educational and entertaining series of product marketing materials.

Make it easy for customer-facing teams to share their observations and objections.

Create a dedicated Slack channel or spreadsheet to keep insights organized and accessible.

Run a competitive analysis

Analyze how your audience talks about your competitors. Use this insight to create strong positioning and differentiation.

Use reviews, communities, and support forums to find out what questions they're asking.

What are they saying in G2 and TrustPilot reviews? What objections and complaints do they have?

For example, here’s a response to a Reddit post asking HubSpot users about their biggest problems with the software:

Pricing is a common issue in this thread, their customer base feels it as a whole.

A competing CRM could create a comparison page to show how it fills these gaps. Here’s one we created for Pipedrive:

Your competitor analysis might uncover pain points you weren’t aware of. Use these to fill gaps in the market with your BOFU content.

For example, this Reddit post expresses confusion around Notion' digital asset management capabilities:

As an indirect Notion competitor, Airtable wrote an article that teaches an easier way to build one:

Conduct BOFU keyword research

Optimizing your BOFU content for SEO gets your message in front of potential customers.

BOFU keywords indicate a high intent to invest in a product or service. This includes queries including words like “vs” and “pricing” or “demo.”

Here are some BOFU keyword variations for a SaaS brand:

• best [product type] software
• [product name] free trial
• [product name] demo
• [product type] for [role]
• [product type] for [industry
• [brand name] pricing page
• [brand name] vs. [competitor]
• how to [do a thing] with [product name] (also known as JTBD content)
• [competitor name] alternative

For example:

• best project management software
• crm for real estate
• Notion vs. Airtable
• how to create a marketing report

These are search terms used by in-market buyers who are problem- and solution-aware. They might be close to making a buying decision, as indicated by the search engine results page (SERP)

Here are the results we get for the term “best project management software:”

Product listicles indicate that searchers are learning about and evaluating their options.

We use the word “best” in the above keyword list loosely. “Best” could mean any combination of specific features and needs unique to your audience’s criteria.

If keyword research is new to you, HubSpot's guide is a solid starting point.

For now, here’s a workflow specific to finding BOFU keywords:

1. Brainstorm relevant terms. Based on your customer interviews and research, identify terms your audience searches when they’re ready to take action.
2. Validate demand with a keyword research tool. Put these terms into a keyword research tool like Semrush or Ahrefs to measure demand. Uncover other related keywords using “Terms Match” in Ahrefs or “Keyword Variations” in Semrush.
3. Build your keyword clusters. Organize terms that fulfil the same search intent (i.e. have the same results in the SERPs). This helps you maximize results by getting a complete picture of the demand for a topic.
4. Analyze search intent. Look at the SERPs for your keywords to commercial intent. For example, if the SERPs for a topic contain product listicles or landing pages, it’s likely that users are researching their options.
5. Prioritize ruthlessly. Focus on opportunities based on product relevance, search volume, and brand competition. Prioritize keyword clusters that align with your offering and target audience.
6. Test and iterate. Continuously measure performance by monitoring rankings, search visibility, engagement metrics (such as avg. time-on-page), and most importantly, conversions.

Your BOFU content must drive business results. Trials, demos, sales-qualified leads (SQLs), or revenue should be your north-star metrics.

When in doubt, follow the EPIS model: experiment, pivot, iterate, and scale.

7 bottom-of-funnel content types (with examples)

Your chosen BOFU content formats will depend on search intent, customer needs, and goals. Here are nine proven frameworks you can use.

1. Comparison pages (you vs. them)

Comparison pages pit you and your competitors against each other. It makes it easy for customers to compare the features of two solutions in a visual format.

For example, QuickBooks uses a simple table to compare features against Xero—one of their biggest competitors:

It allows users to quickly compare features when evaluating the two platforms.

And here, Shopify has created a page comparing them against WooCommerce. The four-column layout allows Shopify to lean into what makes them different:

Tips for writing comparison pages:

• Lean into your product’s strengths, and don’t be afraid to talk about who your product isn’t for.
• Don’t misrepresent your competitors. This can erode trust and lead to cease-and-desist notices.
• Dedicate sections to the features and benefits that you offer and others don’t.
• Feature testimonials and case studies to build social proof. If you can find stories of customers who made the switch from a competitor, even better.
• Back up your claims with data. For example, average server uptime.

Be impartial and focus on attracting your best-fit customers. Demonstrate who you’re for and don’t be afraid to alienate people to attract your best-fit customers.

2. Product pages

Product and landing pages highlight the benefits of your solutions and features. They can also cater to specific audience segments, roles, and industries.

Take this product page we wrote for Pipedrive’s web forms feature (which generates over 400 visitors a month). It focuses on the features that customers care about the most:

It also shares helpful information on what to look for in a web form tool:

‍Tips for writing product pages:

• Dedicate full-width sections to the most important features and benefits.
• Edcate users by writing punchy copy using a framework like PAS or SCQA.
• Pair product features with benefits, outcomes, and your customers’ JTBD.
• Clearly state what your features help customers achieve.
• Use grid layouts (e.g. 3x3) to increase the perceived value of your product or features.
• Educate your readers on what the feature is and how to choose one.
• Reduce friction with step-by-step instructions on how to get started.
• Improve visibility by optimizing product pages for SEO.

Optimizing your product pages for search helps you capture new in-market buyers. To date, we’ve helped Pipedrive generate approx. 

3. Alternative pages

Alternative pages offer lists of similar products to a particular brand.

For example, it's likely someone searching for “asana alternatives” is in the market for project management tools. They might also be an Asana customer looking to switch:

‍Tips for writing alternative pages:

• State what each tool is best for in subheadings and table of contents.
• Add a table at the top of the page to give readers a summary.
• Include additional content (definitions, how to find the best solution, etc.).
• Give your sections uniformity by including the same elements e.g. pros, cons, pricing, description, etc.

3. Best of

“Best of” pages offer lists of products and solutions in a specific category. The format is similar to alternatives pages, as they offer tools and solutions in a list format.

For example, this article from PandaDoc lists the top e-signature software platforms. It uses several of the principles shared with “alternative pages” above:

‍Tips for writing “best of” pages:

• Feature your product or brand at the top of the list for maximum exposure.
• Don’t be afraid to list your competitors. This will build more trust with users.
• Follow the same principles in the “alternative pages” tips above.

“Best of” pages are once of the best BOFU SEO content assets you can create.

Why? Because it gets your product in front of an audience who are at the early stages of the buying process. Use them to get into their consideration set.

4. Case studies

Case studies share the success stories of your customers. They build trust with your audience while allowing them to learn more from their peers.

At Grizzle, we follow a traditional case study framework:

1. Challenge: Share the problem that your customer faced, and why they decided to invest in your brand.
2. Solution: The specifics of how your product or solution solved their problems.
3. Results: How you helped your customer achieve a specific outcome.

Like this content and SEO case study we produced with Tide:

‍Tips for writing case studies:

• Feature a snapshot of results at the top of your case study.
• Include industry and business model to build social proof with similar companies.
• Add information that shares how you helped your customers.
• Include imagery and multimedia.
• Featured client quotes throughout the case study.

5. Ebooks

Ebooks are a long–form content format that offer huge amounts of value to readers. They're often used for lead generation in exchange for email and other information.

Despite their reputation, ebooks are still an effective form of content—when done right.

For example, this playbook from Madison Logic offers a system for creating an account-based marketing (ABM) motion:

Readers have everything they need to get started with this marketing practice. From strategy and targeting to creating effective ABM content, it reveals the entire system.

Tips for creating ebooks:

• Don’t hold back on value. Give away plenty of guidance, examples, frameworks, and templates to make it worth your audience’s time.
• Make the reading experience delightful with good design.
• Pair your ebook with a high-converting landing page.
• Use email nurture workflows to further educate your audience. 

6. Webinars

Webinars are online events where a host shares a presentation with an audience. They can be live, recorded, or evergreen.

Whichever format you choose, your webinars must be educational. And they must be relevant to your product or solution.

For example, this webinar series from Later offers social selling advice from other experts:

The series dives deep into a specific social selling practice, offering plenty of how-to advice. 

Most importantly, many of the webinars teach attendees how to achieve their goals or solve problems using the Later platform. This makes them educational while mentioning features, increasing awareness of Later’s products.

Tips for running webinars:

• Partner with other experts and brands to reach a wider audience.
• Make your webinar a live event and let attendees interact with the host to increase engagement.
• Request questions from the audience before the live event.
• Record the webinar and allow users to access it later in return for their email address.
• Include a call-to-action at the end of your webinar to convert attendees into leads, demos, and users.

7. Explainer videos

Explainer videos are animated or live-action assets that communicate product features and benefits.

Here’s an explainer video we created for SmileBack’s CSAT feature:

It talks about a specific problem faced by SmileBack’s audience of MSPs before sharing the solution.

The video also shares step-by-step instructions on how to get started with the feature. This reduces friction for new users and shows viewers how easy it is to get started.

Tips for creating explainer videos:

• Get specific with the problems you solve. Kick the pain to hook users and keep them engaged.
• Invest in high-quality motion design, voice-over artists, and animation to establish credibility.
• Showcase product features and how they work with motion design.
• Use animation to tell a story and illustrate your points.

Generate more revenue with BOFU content

Bottom-of-funnel content drives customers to trust your business and make purchases.

It satisfies their search intent by positioning your solution as the perfect answer to their problems.

Talk to existing customers, spend time where they hang out, and study your competition.

Build a BOFU content strategy to address those challenges. Feature your product as the natural solution to your customer’s problems and JTBD.

It’s about helping users achieve their goals and creating trust-building customer experiences.

In this article, you’ll see why you should feature your product in your content. You’ll learn the step-by-step processes to create product-led content in a tactful way that not only generates users, but activates and retains them.

What makes product-led content so valuable?

Product-led content embeds your tools and solutions within the context of your blog posts, webinars, value-driven guides, podcasts, and more. It educates your audience by showing how they can solve their problems (both with and without your product).

For example, product experience platform Appcues created a blog post on in-app messaging:

Within the first section of the article, Appcues teaches readers about the importance of tooltips during the onboarding process.

Not only that, it shows them what good tooltips look like:

And how users can create them seamlessly using Appcues:

Done well, product-led content builds trust and authority—enough to help B2B companies increase sign-ups, trial-to-paid conversions, demos, and lead generation.

Here’s how:

Put your users and customers first

Great product-led content is inherently buyer-centric.

It’s about solving customer problems in precise terms using real tools, techniques, examples, and workflows.

When you help people achieve their goals with practical value over theory, you build trust.

It’s proof you’re out to serve your audience, not just take their money.

This speeds up buying decisions for new users and enhances the customer experience (CX) for existing ones. Sales, loyalty, and advocacy improve as a result.

Demand Gen Report found that 71% of B2B buyers consumed multiple content assets to inform their decision-making process. But half say that content should be more objective and less “salesy.”

In other words, your customers want more helpful content.

For example, SmileBack’s product-led content empowers users to get maximum value from its customer feedback platform.

As a result, it converts plenty of trial users to paid subscribers.

Imagine a customer data platform creates two blog posts for new customers:

• 👎 One provides a vague argument for why consumer data matters for retail brands (without connecting the dots with actual use cases)
• 🤩 The other includes a step-by-step guide and examples of how their company’s product can help retail brands improve marketing segmentation using a “single source of truth”

Its product-led content shows readers how to achieve their goals by mapping out a process.

Seeing the tool’s capabilities in action builds readers’ confidence in your ability to deliver results.

Those “sign up” CTA buttons become much more appealing as a result.

Focus on pain points and jobs-to-be-done (JTBD) to build brand affinity

The same proportion (71%) of B2B buyers who are influenced by content also share it with their buying committees.

But they won’t just share anything.

They need to appear helpful and knowledgeable to peers and colleagues in order to maintain their professional relationships. Users and buyers alike favor practical content over theory-based posts that repeat tired or unsubstantiated ideas.

Semrush is one of marketing’s best at solving readers’ problems with actionable, product-featuring content. And its strategy generates plenty of organic traffic and backlinks.

For example, this article on “SEO Basics for beginners” offers plenty of actionable advice for startups, small business owners, and marketers:

But it also showcases how readers can solve problems and achieve JTBD—something its audience wants to achieve:

Every new visitor Semrush acquires through its product-led content strategy is another opportunity for someone to discover the brand.

Using your product to illustrate and demonstrate points like this reduces your content’s ‘time-to-value.’

Time-to-value is the rate at which readers get their first revelation, learning, or nugget of value from your content.

And the more immediately useful your content is, the more likely people are to read and share it. Which increases engagement signals and improves SEO performance as a result.

That’s partially why the SCQA content framework (SCQA meaning “situation, complication, question, and answer”) is so effective.

Done right, SCQA positions your brand as an authority or knowledgeable peer.

Imagine a conversation between two colleagues:

🤩 “Hey, you know that problem we have? I found a simple way to solve it—it’s all here in this blog post.”

It’s much more likely than:

🤔 “Hey, you know that problem we have? I’m closer to solving it after reading the theories in this blog post.”

“Sharing” doesn’t just mean one-to-one recommendations. 

Other creators are hungry for high-value content to share with their audiences to be genuinely helpful or to reinforce their ideas. This is how you generate backlinks organically.

Deliver more delightful customer experiences

Product-led content fills key knowledge gaps at every stage of the user journey.

This is the process customers and buyers (including trial users) go through as they get value from your product.

And people satisfied by great experiences spend more, for longer.

Qualtrics found that customers who rated a brand experience five stars are more than twice as likely to purchase from the company than those who rated it one or two stars.

Product marketing contributes to higher activation, reduced time-to-value, and an increase in free-to-paid users by:

• Showing leads and freemium users what to expect. This avoids overpromising or causing confusion down the line when users get hands-on with your product. They'll know how to best leverage relevant features from day one.
• Enabling faster, more confident onboarding. First-time users who see product features in action will feel comfortable using them when they sign up. Having context for key features and workflows results in better ROI and faster payback periods.
• Empowering effective ongoing usage. When customers understand product best practices, they'll adopt more of your features over time. This leads to better experiences and outcomes, preventing customers from underutilizing key features—the difference between just scratching your platform’s surface and realizing its full potential.
• Providing helpful support content. Some users will turn to knowledge-base documentation and guides before contacting support. This self-service approach is faster and prevents overburdening your teams with avoidable issues.

Take this article on customer satisfaction surveys from SmileBack:

The article covers how managed service providers (MSPs) can grow revenue by measuring customer sentiment at various project stages.

But it goes well beyond theory, showing how readers can progress with SmileBack’s software:

SmileBack isn’t overtly selling its product here. It’s simply helping prospects and users achieve better ROI, making them more likely to sign up for a trial, become a paid user, or renew their subscription.

How to create product-led content that acquires and retains users

Crafting effective product-led content is a balancing act.

Overly promotional copy pushes readers away. But without specific examples and workflows, your blog posts, webinars, and podcasts get lost in the noise.

Here are six principles for crafting product-led content that generates users and improves customer retention.

1. Tie products and features to specific problems

People don’t care about your product unless it can help them overcome a problem or reach their goals.

That’s as true in content marketing as it is more broadly in business.

Which is why great product-led content addresses specific customer pain points and JTBD.

For example, Semrush knows its local business audience uses the Google My Business platform and wants to be more visible online.

It combined those to create a guide on How to Add Keywords to a Google My Business Profile:

The bulk of this blog post is about Google’s platform. But within the section on finding keywords that drive traffic, it offers step-by-step instructions on how to use its Keyword Magic Tool::

Semrush’s keyword research tool fully warrants its place in the article because it helps readers overcome a particular challenge: identifying keywords that drive local traffic.

Now, you could force products into loosely relevant content. But that’s how many marketers come across too “salesy” and lose readers’ interest.

You must know your target audience in intricate detail to build content ideas around specific needs.

Here are three simple ways to better understand your ICP’s problems:

• Customer interviews. Continually reach out to existing users and prospects to keep your understanding fresh. Ask open-ended questions to uncover challenges, goals, and pain points related to the problem your product solves.
• Support ticket analysis. Monitor trends and common questions in your customer service interactions. These clues indicate knowledge gaps and use cases to cover in your content.
• Product usage metrics. Analyze where customers are getting stuck while onboarding and using your product. Pay attention to in-app guides opened, questions asked, and features ignored. Then create product-led content that addresses those friction points.

Revisit these techniques often to learn how customers’ needs and behaviors change over time.

For example, here’s a support request from Pipedrive where the user asks for help importing data:

If this query proved common, Pipedrive could bake the answer into a product-led guide on importing data (to complement the knowledge base it links to). 

By proactively addressing users’ pain points, Pipedrive helps its audience to help themselves. And ultimately delivers a better user experience.

2. Recruit an internal product champion

Alone, customer insights aren’t enough.

As a marketer, you must become an expert in the product you’re writing about.

This ensures you can:

• Spot the best opportunities to promote relevant features
• Write or talk about your product accurately and authentically

Connect with product managers and owners, developers, implementation specialists, and customer success teams.

These people live and breathe your product’s features and can provide essential context on customer journeys. They may even have case studies and testimonials to offer.

Their insights show how your product works and where users get the most value. And, more importantly, which challenges to address first in your content marketing strategy.

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Moreover, it’ll help you become more visible in search engines (according to Google’s guidelines).

Be open about experts’ involvement. It’ll lend credibility to your content.

Just like Ahrefs does in this article on location landing pages:

Here, Ryan Law is Ahrefs’ Director of Content Marketing—a bona fide subject matter expert. Advertising his contribution adds authenticity to an already strong blog post.

Connect with your chosen product champion through structured meetings and less formal communication. 

Join product meetings to keep up with developments, soak up first-hand product knowledge, and ask questions to hone your understanding.

The best insights won’t always be forthcoming. Tease out expert knowledge with questions like:

1. What feedback have you received from customers, and how have we adapted our product based on that feedback?
2. Are there common misconceptions about our solution that we should address in our content?
3. Which features do you feel are underused or underappreciated, and how can we help users get more value from them?

Then pick a convenient communication channel, be it email, Slack, or similar, to use ad-hoc throughout the content creation process. 

Invite product experts to contribute to briefs, outlines, and drafts to ensure product mentions are warranted and accurate in every piece of content.

3. Make your product the centerpiece of your SEO strategy

SEO is one of the most effective ways to get your product in front of your audience and impact revenue.

Many B2B buying journeys begin on search engines. As long as your content ranks for relevant queries on Google, you’ll generate high-converting traffic.

The crux of SEO content is targeting topics people search for, but not all keywords will lend themselves well to celebrating your product.

Question-based queries offer an easy way in as they typically indicate a desire to learn. Think terms with modifiers like “why,” “what,” and “how.” Most tie to a JTBD.

When you find topics and keyword clusters related to customer pain points, offer a DIY approach alongside your solution.

For example, ClickUp’s piece on bespoke calendars gives searchers who want to learn “how to make a calendar in Excel” a clear step-by-step solution:

Later, it highlights Excel’s shortcomings before offering its own product as an “effortless” alternative:

 Ultimately, searchers get a clear answer to their original query and Clickup promotes its product in a natural way.

It benefits the brand, reader, and search algorithms.

Pitching a DIY method as the “hard” option to your solution’s “easy” will make your content more accessible and valuable to a broader audience. And therefore more appealing to Google.

4. Put value before your product

The “led” aspect of product-led content is—ironically—misleading.

Meeting your audience’s needs and delivering disproportionate amounts of value must always come first.

For example, the value of ClickUp’s “how-to” guide for building calendars is in solving a common problem: organizing projects, events, and tasks in a cost-efficient way.

ClickUp’s product plugs a gap in that journey but it isn’t the primary focus.

A product may be more prominent if it’s critical to solving a highly specific problem. Like in this SmileBack blog post, which focuses on the software’s Microsoft Teams integration:

It’s much more specific than “how to collect customer feedback,” and its audience is narrower, but the content is still value-first. It exists to help SmileBack subscribers who use Microsoft Teams improve collaboration by joining the tools together.

When planning content ideas or looking for ways to weave products into existing content, consider where each piece would fall on the following scale:

Most of the best examples of product-led content fall into these categories. As for where, it depends on the context.

For instance, ClickUp’s templates aren’t essential for building a business calendar but are highly relevant and helpful.

This would fit within the second category as it’s top-of-funnel content that solves a common problem.

However, SmileBack’s Microsoft Teams integration is the only way to connect SmileBack with Microsoft Teams. It’s critical to solving that highly specific problem for existing or prospective users, so it’s bottom of funnel (BOFU) content in category three.

5. Convert in-market audiences with bottom of funnel (BOFU) content

Product-led content isn’t just for problem-solving and JTBD.

It can also convert high-intent search traffic.

These are in-market buyers researching products and categories capable of solving their day-to-day challenges.

It means the best BOFU product-led content, in all its forms, is search-friendly.

There are many BOFU content formats capable of building awareness and generating sign-ups. Including:

• Product and feature landing pages detailing key benefits and value propositions
• Comparison pages, ideal for buyers pondering two (or more) specific solutions
• Listicles that let searchers compare top-performing products, features and other solutions efficiently

For example, Pipedrive has a landing page comparing its features with a direct competitor, HubSpot.

This landing page, which prominently features an “at a glance” comparison table, ranks top in the SERPs for “Pipedrive vs. HubSpot”.

It’s a term that in-market buyers who still have both tools in mind will undoubtedly search to help with their research process.

HubSpot knows this helps conversions. Hence its entry at #2:

Google’s “People also ask” section gives more clues into your audience’s mindset:

• “Is HubSpot or Pipedrive better?” = They’ve narrowed their search to two tools but can’t decide which to go for.
• “What CRM is better than HubSpot” = They’re sold on CRM software but not on HubSpot.
• “Who is Pipedrive best for?” = They’re almost sold on Pipedrive but need reassurance that it’s for them.
• “Why Salesforce over Pipedrive?” = Again, they’ve narrowed their search to two tools.

One thing’s clear across all these queries: these users are close to conversion. 

So, when you cater to them with product-led content targeting keywords that indicate commercial (buying) intent, you’re highly likely to boost acquisition.

Just as Pipedrive did with our support. As well as boosting organic traffic in English markets by 50%, the company hit a post-pandemic sign-up record in the final quarter of 2022.

How do you create BOFU product-led content?

It’s a balancing act. Sure, you need to promote your solution. But users who make it this far will always see through outlandish claims and biased pitches.

The trick to grabbing and keeping savvy readers’ attention is to be honest, accurate, and precise.

From our experience helping SaaS brands grow conversions, the best results happen when you:

• Are impartial. Don’t be afraid to lay out the facts, even if they’re not in your favor—76% of buyers trust brands that make honest claims about their products.
• Get the details right. Involve product champions in content creation and take time researching competitors’ solutions. It ensures all product mentions and comparisons are accurate to avoid cease-and-desist notices (they do happen).
• Serve your readers. Call out who each tool and feature is right for. Recommend competitors that better fit your readers’ needs. Selling to bad-fit customers can hit your churn rate and reputation.

Remember, BOFU content won’t always be the best fit for every topic or stage in the buyer journey.

When keyword and competitor research highlights a different search intent (e.g., more demand for “how-to” info), tailor your content accordingly.

6. Find a great screenshotting tool (you’ll need it)

Screenshots are pivotal in showcasing B2B SaaS companies’ product features and functionalities.

They give potential customers tangible previews and show existing users exactly where to look in a tool’s interface as they follow along.

For example, in Trello’s blog post on strategic planning, the writer illustrates their points on visualizing data with a real shot of the Trello Dashboard view:

Prospects in the consideration stage now know what to expect from Trello’s product.

It shows users what they can get by signing up for a free trial or paid subscription. So they’re more likely to convert.

Video clips and GIFs from your product allow even deeper engagement. 

Content Marketing Institute found video content (including longer formats) to be the seventh-most valuable content asset among B2B marketing teams. 

Short clips will catch skimmers’ attention and help readers understand how your solution works.

Not sure where to start? Here are a couple of our favorite screenshotting apps (outside of the native MacOS and Windows tools, which have limited functionality) to try:

• Shottr (Mac). A super-fast app that can record still and scrolling screenshots. All of Shottr’s advertised features, including annotations, cloud uploads, and text recognition, are free to use. Upgrade for early access to new features. Download it here.
• Snagit (Windows and Mac). A more comprehensive app for recording still, scrolling, and video screenshots, as well as audio. A versatile share function makes inserting screenshots into documents, chats, social posts, and cloud storage easy. Snagit is free to try and $62.99 (or £60.92) for a lifelong license. Download it here.

As for creating GIFs from videos, Adobe Express is a reliable free converter you can use in your web browser (after signing up). You can clip sections of your videos and choose sizes and ratios based on where you’ll upload your file. 

A product-led approach to customer acquisition and retention

There are good and bad ways to do product-led content marketing. 

The bad involves hard-selling solutions under the guise of “helping” potential and existing customers. And it’s counterproductive. It’ll turn customers away before they’ve had a chance to learn about or love your brand.

The good is all about tactfully highlighting your product as the best solution to your ICP’s biggest problems.

Done right, it’ll build trust and authority for your brand and ultimately improve acquisition, retention, and revenue.

If you want to start meaningful conversations, build trust, earn a spot in the consideration set, and convert leads, you must invest in high-quality content. 

Why low-value content creates terrible experiences 

Low-effort content translates as low-quality content. It’s generic, teaches nothing new, and barely skims the surface when it comes to actionable advice that helps readers solve problems. 

This incentivizes buyers to seek complete answers elsewhere and actively ignore your content in the future. 

As such, content that doesn’t solve problems and looks like everything else is a race to the bottom.

It’s true that if you get on-page SEO right and answer search queries just enough to masquerade as depth, it might rank. But articles optimized for search alone destroy credibility because the moment buyers dig in, they’ll notice they’re thin as a rake.

Thin advice creates terrible experiences because:

• It leaves out the “why”: Sharing “why” gives readers key contextual information that helps them understand the value they’ll get from your content. It’s intriguing, relatable, and pokes at shared pain points which fuel the audience’s desire to find out if it provides solutions. 

• It doesn’t explain “how”: If readers don’t know how to fix the problems you poked at, or achieve jobs to be done (JTBD), they’re left with more questions than answers. If the “why” verifies there’s work to be done, the “how” practically bridges the knowledge gap. Including one without the other is the fastest way to harm brand equity and lose trust.

• It skips examples: Examples bring the “how” and “why” to life. They allow readers to picture themselves taking action based on the insights they’ve learned from specific use cases. If a marketing initiative generated impressive revenue figures by following a specific playbook, for example, the reader can apply those insights to their unique situation and pick and choose which gems to implement. Bad content leaves readers without clear paths forward. 

• It doesn’t inject unique insights: Unique insights help you build credibility and stand out from the crowd. It’s where you share your point of view and lived experiences, add something new to the conversation, take a contrarian stance, or showcase results. Without it, you’re missing the most significant factor of all: differentiation.   

To differentiate and create memorable content that keeps your business top of mind (and adds you to the consideration set), you must go beyond the basics.

A reliable way to differentiate yourself is by injecting creativity into your content. Learn how to build trust and a competitive moat in our article on using creativity in content marketing.

A “velocity-first” strategy that prioritizes publishing speed and  traffic over quality content can do more harm than good. 

If you generate tons of traffic through organic search and deliver a terrible experience, users will bounce, look elsewhere, and remember your brand for all the wrong reasons.

It also does you no favors in building brand awareness and establishing credibility with decision-makers.

Grizzle’s founder & CEO, Tom Whatley doesn’t mince words on the subject:

The power of quality content (and why you shouldn’t settle for less)  

Instead of playing to a crowd that leaves after the first few songs, put a show together where the audience craves an encore. 

Like a phenomenal concert, quality content engages from start to finish and empowers your audience to convert and become loyal fans. 

Based on experience and first-party results, we know this to be true. But powerful third-party data from an industry titan is empirically persuasive. 

According to Semrush’s State of Content Marketing 2022 Global Report, 55% of respondents said improving the quality of their content was the top tactic that contributed to their overall success last year. 61% noted that “making content more authentic” helped their content rank organically. And, 40% plan to invest their budget in building better quality written content.

The hard work you put into a content strategy that prioritizes quality is worth its weight in gold because it acts to future-proof your content. When it’s time to fire up your production line, your work today can pay dividends for years to come. 

That’s because quality evergreen content can be continually repurposed and redistributed. And SEO-driven content can be optimized and improved upon consistently to show your audience and Google that it’s still relevant. 

For example, Ahrefs grew to an eight-figure ARR company and achieved 65% growth year-over-year by prioritizing quality over quantity. One of their primary tactics is updating their best-performing SEO-driven articles and re-distributing them. 

They don’t publish low-effort search articles, celebrate the fact that they rank, and then rewrite those articles down the line. That strategy would provide a terrible user experience (for reasons we’ve described) and waste your time and money.

The only way to build a future-proofed content marketing program is to start slow and lay a strong foundation. 

Practically, this involves: 

• Defining your editorial standards: These are the rules you’ll follow to build and uphold your reputation and effectively serve your audience. They define who you are, how you’ll represent yourself, and how to communicate effectively. The editorial standards and guidelines must be reflected in the final product whenever you create content. Otherwise, you’re left hoping it’s relevant, credible, polished, and correctly formatted, which isn’t strategic.

• Building a strong content operation that leverages great writers: Crafting quality content requires an expert’s touch. You need a team that understands how to dig beneath the surface with in-depth research, ask leading questions that extract useful and relevant information from SMEs, structure a narrative that’s logical, cohesive, engaging and easy to digest and polish it to the point of perfection. Beyond that, your content operation must follow core project management principles so that your editorial calendar, content production workflows, and SEO audits run smoothly.

Once this foundation is in place, you can ramp up your production and publishing frequency. 

For example, we’ve spent years working with a SaaS brand that we now produce 15 to 20 articles a month for. We can maintain quality at this scale because of the editorial standards and operational workflows we took time to establish at the beginning of our engagement, and the results speak for themselves:

As Tim Soulo, CMO of Ahrefs says, you can grow traffic by publishing often, but if you want to grow traffic that converts, prioritize quality.

We recommend starting with a publishing cadence of one article per week, then ramping up. But before you drive the car, you need to assemble an engine that will last. 

We’ve explained why editorial standards and a strong content operation are critical. Here’s explicitly how to build those functions. 

Establish editorial standards that help you deliver unmatched value

Similar to how you write mission, vision, and values statements when building a business, editorial standards serve as the foundation for your content creation process.

Without them, you and your team have no way of knowing if what you create represents your brand and communicates your position effectively and deliberately. 

Start by defining what quality content looks like to you and how you’ll create it. Make sure that everybody that will touch your content has access to this guidance, and update it as needed. 

This way, you’ll have a resource that team members and stakeholders can refer back to, and a process by which to hold everybody accountable to detailed standards.  

To stay organized, break your editorial standards into three categories: goals, values, and integrity.

1. Editorial goals

These outline the reasons behind why you’re creating content and who you’re creating it for. 

For example, if a content marketing goal is to increase user acquisition, an editorial goal could be to create content that: 

• Educates potential buyers on why your product or service is the right choice
• Helps buyers make purchase decisions

If you have more than one content marketing goal, ensure each one gets an editorial goal counterpart. 

This way, every single piece of content you create will be tied to your overall content strategy, positioned to serve your audience, and set up to help you reach your end goals.

2. Editorial values 

Editorial values describe how you’ll provide meaningful experiences to readers. If you want to reach your editorial goals, you have to build credibility and trust with buyers—and valuable experiences are the best way to do that. 

Continuing with our example of wanting to increase user acquisition via educational content, to deliver editorial value, it’s key to define how you’ll differentiate from the competition.

One way to do this could be to share actionable insights supported by owned data and personal experiences. You could also share opinions on industry trends (i.e. whether or not you agree with them and why). This will help you to:

• Create unique content that’s incredibly comprehensive and compelling
• Build credibility, become an industry-leading brand, and gain the trust of buyers

Along the same vein, decide which content formats will work best to help you reach your goals.

For example, educational content that teaches readers how to do something, or presents a new strategic way of thinking, often works best with “How to” formats. Whereas opinionated positions that allow you to take a stance on industry trends work best as the “thought leadership” content.

Defining these details before you begin creating content helps you present each topic in the most digestible and impactful way possible.

3. Editorial integrity 

Editorial integrity ensures that the content you create upholds your brand reputation and reflects your preferences (e.g. your tone of voice and writing style).

The best way to maintain editorial integrity is by building and maintaining detailed content guidelines. 

These help you get clear on preferences for formatting, typography, punctuation, tone of voice, how to cite, attribute, and present stats, facts, and sources, what competitors to avoid including in your content, what partners to mention, internal and external linking best practices, and what CTAs to add throughout.

Here’s what the “Key information to keep top of mind” section of our own content guidelines looks like:

Besides content guidelines, you can also create a “​​Getting started writing with BRAND” resource that acts as an onboarding guide and gets writers and editors up to speed with your editorial standards.

Sections can include:

• What BRAND does
• BRAND’s writing style (with detailed examples)
• BRAND’s content goals
• BRAND’s products (and how to represent them in content)
• Link to BRAND’s content guidelines 

This is a great way to amalgamate editorial goals, values, and integrity standards in one centralized place to stay organized. 

With your editorial standards defined and mapped out, you’ve laid a strong foundation to refer back to throughout the content production process.

They’ll act as a true north for why you’re creating content in the first place, how exactly to do it effectively, and hold every person involved accountable.

Build a strong content operation that engineers quality in its sleep

Editorial standards without a strong team to execute them are akin to a stack of paper blowing in the wind. Or, a book of poetry written in a language that the reader doesn’t understand.

To ensure your standards are followed and upheld, you must enlist a team of A-players that understand the importance of quality content, how to create it, and how to run a tight quality control ship. 

Here’s how we recommend hiring first-rate writers and editors, running smooth content workflows, and getting key feedback from stakeholders and SMEs so expectations are always aligned. 

1. Hire writers that understand the power of quality (and how to produce it)

Strong writers first and foremost must understand the importance of valuable content. 

This wasn’t always the case, unfortunately. This is why we still hear the “velocity-first” argument echoing through social media conversations. 

Because quality wasn’t always a priority, sometimes less experienced writers are more valuable contributors than experienced ones. It’s easier to train somebody on how to write a strong paragraph than the principle behind why a strong paragraph matters.

Of course, newer writers can take longer to bring up to speed, and there is a large subset of experienced writers that have always prioritized quality regardless of what Google had to say about it.

We’ve reviewed thousands of applications over the years and trust us, we have seen it all. 

So, how do you separate the great from the good? Run a paid pilot project. 

Here’s the process we use Grizzle:

• Choose a topic that aligns with your goals: This helps you gauge whether candidates have subject matter expertise on topics that matter to your brand or are brilliant researchers that can craft compelling narratives based on detailed analysis.

• Create a test brief: Share information about your target audience, write an angle that explains how you want this piece of content to stand out, and build a detailed outline. This helps you see how well they follow instructions and evaluates critical thinking skills.

• Split the project into two milestones: Milestone one tests ~250 words and gives you a taste of their writing style and ability to introduce a topic, make an argument for why it’s important, supplement it with an example, and add a takeaway (all key elements of quality content). Milestone two is ~750 words and tests their topical knowledge in more depth, ability to answer questions/intent fully, how well they analyze and present results, and creative chops. 

• Gauge how they fold in feedback: Feedback is a key part of the production process. The best candidates take in your feedback and turn around excellent edits that hit the nail on the head. As long as the feedback you provide explains what changes you want, and why, they should turn around spot-on edits without much effort. 

You’ll still need to onboard and train new writers so they’re aligned on your content strategy, editorial standards, and expectations, which is where a “Getting started writing with BRAND'' document really shines.

2. Run a smooth production line and prioritize continuous feedback

If you’re disorganized, creating content can be a hectic process. There’s always something to create, review, give feedback on, publish, promote, audit, and optimize. 

Disorganization will negatively impact quality and waste valuable time and resources. 

As a bare-bones basic, you need an editorial calendar. It’ll help you commit to publishing content on a set cadence, and you can work backward from the “live” date to schedule production stage milestones. 

But that’s not enough. To stay organized and on top of quality control, you must create and follow dedicated workflows and project management processes to ensure nothing slips through the cracks or is rushed. 

First, establish your content production stages. Then, build processes and SOPs for each one. These may vary depending on your process and needs, but generally, a content production line is made up of these stages:

• Brief
• Outline
• Draft
• Editorial
• Repurposing
• Publication
• Promotion
• Optimization 

Each stage must be accompanied by a custom workflow and should follow a waterfall project management methodology (i.e. a prescriptive set of steps that’s actioned before moving to the next stage). 

For example, after you create a brief, share it with SMEs and stakeholders to get their feedback within X time frame (two days is a good turnaround time). Then, action their feedback the following day and ship it back for a final look and sign-off before creating the outline.

Repeat this “do” and “review” process throughout each stage so that key stakeholders can contribute thoughts, ideas, and feedback before you expend effort that may go to waste. When you continuously align expectations, you save time and resources. 

Of course, before you ship the first draft over, your editorial team should run a developmental and copy edit, accompanied by a proofread, to ensure it’s aligned with the brief and outline and is in a presentable state. 

I break down the difference between the three editing types and how they fit together in this thread: 

To ensure people complete the tasks in your workflows by assigned deadlines, enlist the help of a project management tool like ClickUp, Airtable, or Asana. 

3. Spend time finding great editors (aka your ace in the hole)

Speaking of editorial, great writers should compose an excellent draft and run a self-edit, but great editors are the glue that bring it all together. 

They have an out-of-this-world-like ability to see through content like the matrix and spot exactly what needs to be done to up the quality level. 

They also deeply understand how people read content online. The Nielsen Norman Group published research on Eye Tracking and discovered that when people arrive on a page, they quickly run a content appraisal. 

During these few seconds, they’re assessing the “nature, quality, importance, and potential value of the page’s information.”

Two critical elements they scan are headings and introductions. They want to understand if the content aligns with their query, if it appears credible, and if it will be useful to read. 

Misaligned headings and fluffy introductions are credibility killers. Great editors know this and ensure each element hooks, compels, and ties benefits to outcomes. 

Introductions full of generalizations and aspirational filler are boring and don’t give buyers a reason to learn more. Introductions that poke at pain points, make a compelling argument and clarify what the reader will learn if they keep reading pique curiosity and are difficult to click away from.

Regarding integrity, editors also fact-check every internal and external source to ensure it’s correct, original, and accurately interpreted. This isn’t always easy to do, but sharing an article with 100% accurate and credible information goes a long way in building trust, so it’s worth the effort.

Prioritize quality, or lose the long game

You have two choices: prioritize quality or play the dopamine game.

The dopamine game costs less and might generate quick traffic but provides a terrible user experience, kills credibility, and barely converts. 

The quality play is a long game. It requires upfront effort, and you won’t see results immediately (unless you have a sophisticated distribution strategy, a diversified content portfolio, and align content calendars with other goals beyond search). 

It requires a bigger investment, but provides an excellent user experience, helps you achieve your goals, and has a bigger ROI in the long run.

Of course, there’s a bonus option three, and that’s where people like us come in. Nobody said that you have to produce quality content alone.

Leveraging experts with proven systems and processes that get results allows you to have your cake and eat it too.

SaaS and B2B brands must be more discerning with their content and SEO priorities and choose a strategy that builds authority, generates traffic, and drives revenue.

Competing with powerhouse players becomes a non-issue when you narrow your focus to specific, relevant topics. Casting too wide of a net right away won’t help you form a cohesive narrative, and authority will take longer to build.

To accelerate growth and generate quality search traffic, you need to tell a unified story with your content, one chapter at a time. 

The best way to do this is with topical authority. It fuels perceived knowledge, establishes credibility, and positions you as an expert worth paying attention to.

Topical authority is critical for accelerating organic growth 

When you build authority around a topic with little competition that aligns closely with your value proposition, you emerge as a voice of authority.

Once you’ve built trust, momentum takes over and people begin to pay attention to everything you publish. 

By the time you become a go-to resource on a topic, your audience will acknowledge you as an expert in that space. 

Topical authority goes beyond perceived value and trust with people—it also signals to Google that your content is important.

That’s because Google algorithmically prioritizes E-A-T (expertise, authority, trust).

EAT plays a key role in how Google determines search quality. It looks at the creator behind the content and how authoritative and trustworthy that author or brand is. 

Google understands that people want complete answers to their questions, from credible and non-scammy sources, so that they can have a satisfying search experience. 

Topical authority, therefore, is a strategic play to cater to both algorithmic and psychological preferences. For startups, it’s a far better goal to aim for than domain authority (DA) or domain rating (DR).

If you consistently prove your value, your audience and Google alike will consider you a trustworthy source worth holding in high regard. This has two key ripple effects:

• If your content is useful, helpful, and interesting, people will decide it’s worth reading and Google will decide it’s worth ranking.

• If you consistently produce relevant content on a topic, people will decide it’s credible and Google will decide it has a high level of expertise, authoritativeness, and trustworthiness (and continue to rank it).

As such, topic clusters are the preeminent vehicle to demonstrate knowledge and expertise, accelerate search visibility, and enter the consideration set with your ICP—even in competitive markets.

We followed this strategy with an asynchronous communication SaaS client. Here’s an example of what happens when we publish competitive and commercially-relevant articles on meeting-related topics:

Compare this to another article in the broader “remote working” space:

The meeting-related article ranked on page one within the month. Conversely, the broader remote working article fluctuated between positions 42 and 21 from August until April before stabilizing between positions 9 and 11.

Could we have improved the performance of the broader article? Yes, but that’s not where our priorities lay.

Our goal is to generate relevant traffic and turn SEO into a revenue generating channel, which can only be done by building topical authority in a space aligned with our client’s value proposition. And it works—the blog is responsible for ~33% of new user sign-ups.

Relevant content amplifies the impact of your resources

When you focus on one topic cluster at a time, results compound across all content assets.

For example, say you offer candidate tracking software for hiring managers. You may wish to focus on creating content around the topic cluster “talent acquisition”. This effort will compound the more you publish content within this topic (as demonstrated in the example above).

If you were to produce 12 articles on various HR-related topics, on the other hand, you’d merely dip your toe in each pool, slowing down the speed at which you build topical authority.

Critically, topical authority also helps you gain more quality backlinks. If your brand becomes an industry authority known for sharing quality information, people are more likely to link to your content (more on why and how to do this later).

This is how sites with low DA or DR can rank amongst established players—they’ve reassured Google that the content will meet and exceed search intent. 

How to build compounding topical authority using the Hub & Spoke model

The hub & spoke model is how you generate and distribute content around a topic cluster. The hub covers the baseline topic (usually a cluster of high-volume or competitive keywords), while the spokes cover specific topics nested below it (often lower-volume and long tail in nature).

When you strategically organize the relationship between your content, you create structure and cohesion. 

To get it right, you’ll need to:

1. Conduct keyword research and organize them into clusters
2. Meticulously map out how these keyword clusters relate to each other
3. Identify the purpose of each article (the traditional funnel is a good model for this)

The hub serves as a “home base” while acting as a long-term traffic play. It may take longer to rank, but your chances multiply by covering other areas of the topic.

With keywords in hand, you can get to work. 

1. Prioritize topics that align with your solution

Start with your audience’s biggest jobs-to-be-done (JTBD). Provide relevant, helpful, and intriguing content that:

• Presents new and better ways of doing things
• Positions your brand an an authority
• Promotes your solution as the best choice to solve their problems

When you produce comprehensive and topically relevant content, you’ll develop brand equity that drives leads, users, and advocates.

Returning to our candidate tracking software example, we chose the hypothetical “talent acquisition” topic cluster because HR (and even “hiring”) has lots of search opportunities but it’s too broad. You could write about onboarding, company culture, relationship management, etc.—all of which are broad themes of their own.

When it comes down to it, “talent acquisition” would be the primary JTBD for this audience. Candidate tracking software helps buyers improve their talent acquisition workflows and experience.

A “talent acquisition” hub, may cover topics like:

• Candidate experiences
• Interviewing candidates
• Job descriptions
• Talent acquisition workflows
• Applicant tracking systems

These subtopics align with their product because it directly relates to improving hiring workflows. It also gives them an opportunity to plug their product by showcasing exactly how to use it to build efficiency into the acquisition and interviewing process.

In all, the reader is taken through a helpful journey that motivates them to take action. That could be to read another topic in the cluster, subscribe to a newsletter, or even sign up for a free account (if you’re growing a product-led brand). Topics lower down the funnel might offer demos, consultations, or free trials.

2. Map your topic clusters

By this point, you’ll have various topics that tie to your customer’s goals and pain points. Next, identify which topics belong together in their respective cluster and which will act as the hub.

For example, if you’ve identified various topics around VAT, we can verify that VAT is the hub while specific topics and long-tail keywords like “How much is VAT?” are the spokes.

Use keyword clusters to group topics together. This is where queries are “batched” based on search intent and patterns in the SERPs. Tools like Keyword Insights can make this process easier.

For example, if we search for “omnichannel marketing” and “omnichannel marketing examples,” we get the similar results:

This model will also inform your internal linking strategy. This helps Google determine the relationship between your content and also provides a more helpful (and seamless) experience for readers. It’s also critical for maximizing the impact of your link building, which we’ll cover shortly.

Done right, an article will answer questions fully, but if readers want to learn more, they can click on strategically placed internal links to do a deeper dive. 

Within an “Ultimate guide to VAT,” for example, readers can learn more about “How to calculate VAT” by clicking on an internal link or a more prominent “read more” design component.

This removes the need to head back to the SERPs—everything they need is presented to them from a single result.

3. Create content that caters to every stage of the funnel

Your hub & spoke content should touch on every stage of the buyer journey, from awareness to decision.

For example, within the “talent acquisition” hub for our SaaS candidate tracking startup, here’s how we could position spokes throughout the journey:

• Top of funnel: “What is talent acquisition?” 
• Middle of funnel: “Best applicant tracking software” 
• Bottom of funnel: “Breezy HR alternatives”

The topics move from problem-aware (I need help attracting and recruiting top talent) to solution-aware (I need a tool that helps me manage candidates and improve the hiring experience) to product-aware (evaluating several tools from their consideration set).

We advise creating a balanced content portfolio and steady production cadence across the entire funnel. This will allow you to gain traction on more competitive terms, take advantage of quick-and-easy wins, and generate users and revenue from those middle and bottom of funnel topics.

4. Focus on quality over quantity to signal trust

Bad content ruins a good strategy. You’ll never drive leads and revenue if you can’t provide your audience with helpful, memorable, and unique experiences. 

Quality content is critically important—perhaps now more than ever before. According to Semrush’s State of Content Marketing 2022 Global Report, 61% of respondents reported that “making content more authentic” helped their content rank organically. 

And Google’s helpful content update also makes it crystal clear that content made for humans, not search engines (and not simply for the means of ranking) will outperform the rest.

Quality content isn’t possible without strong editorial standards, rock-solid workflows, and a team of A-players. Learn how to build the foundation necessary to scale content production. 

The trend towards choosing relevancy over top positions in the SERPs is a decade plus in the making.

In 2007, an eye-tracking experiment revealed that people trusted Google’s rank results more than their rational judgment. If it was in position one, it was assumed relevant and click-worthy.

Fast forward ten years: researchers replicated the experiment and discovered people now prioritize relevance over positioning. Eye-tracking results show that positioning still influences consideration, but ultimately people make decisions based on how relevant the content is for the problem they’re looking to solve.

The takeaway is clear as day: a content strategy that prioritizes both what Google and humans want is key to accelerating organic growth.

5. Generate backlinks to accelerate visibility and build credibility 

While quality content is critical for generating links, it’s just one piece of the puzzle. You must develop ideas around topics that editors, journalists, and other content marketers want to link to. Data-driven, reactive, or thought leadership content are the best ways to do this for SaaS brands.

When your hub-and-spoke strategy and digital PR campaigns join forces, you can quickly increase your domain authority and pass it on to the rest of your topic cluster:  

Here, the data-driven article is what attracts the most links. Intelligent internal linking is used to pass on page authority to the rest of the content hub.

For example, for our candidate applicant tracking example we could run a survey of HR leaders and generate insights like:

• How much time they spend on applicant tracking
• How many stages are in their hiring pipeline
• How much time they spend interviewing applicants

This data can then be packaged up in a report and delivered to journalists as part of a digital PR campaign.

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Topical authority is the gift that keeps on giving

Once you build topical authority for your first cluster, your hard work will trickle down to its successors. 

The more credible you become, the more likely Google will rank and people will want to click on, share, and link to all of your assets. 

This collective vote of confidence will help you ride the wave to increased traffic, leads, and revenue. It all starts by understanding the JTBD of your audience and marrying those insights with keyword clusters to build relevant topic clusters.