He boom of SaaS companies in recent years is undeniable, and many of them have been able to grow rapidly thanks to their intentional content marketing strategy. These companies combined a solid SEO strategy with strong branding to create blogs that generate a ton of organic traffic consisting of qualified leads.
Below, you can see some business blog examples that have done just that.
1. Asana: a balanced mix of company news, tutorials, and audience-relevant tips
On its blog, the project management tool Asana provides a well-balanced mixture of company news, Asana tutorials, and motivational articles that are pertinent to their marketer target audience. It also publishes interviews with experts as well as more SEO-focused “how to’s”, and its long-form guides live on the Resources page, rather than the blog.
Despite that wide range of formats, Asana has managed to gain a strong presence in Google.
2. Toggl: low-key SEO
Toggl, a productivity tool, has a popular blog that ranks highly, but it doesn’t read like a typical collection of SEO lists and guides. It does a fantastic job at meeting search intent without keyword stuffing and knows how to create blog posts that stand out.
Toggl now also offers Toggl Track, a time-tracking tool. It has dedicated a separate section of its site to Track, which is also highly optimized without it coming across as unnatural. Just have a look at some of these free tools:
The Track Online Timer
The Track Time Card Calculator
The Track Invoice Template page
3. Coschedule: all about that content core
Coschedule’s blog posts are highly SEO-driven, with strong headlines and calls to action that often match well with the topic of the blog post. Their blog post on newsletter headlines, for example, comes accompanied by a call-to-action to try out the CoSchedule Headline Studio.
They are also the ones who came up with the term “Content Core” to describe the intersection of your business’s value and the interests of your target audience. When you read their articles, you can see that CoSchedule actually does what they say they will by making content that is very specific to professional content marketers, their target audience. Some of the headlines include “How to Create a Content Framework That Will Keep You on Track” and “The Complete Guide to Newsjacking”.
4. Thrive Themes: covering the entire customer journey
The Thrive Themes blog is one of those software blog examples that is less SEO-focused, but it makes for a great example of product-led content marketing. The blog contains tons of tutorials as well as other types of helpful educational content around digital marketing.
All of this blog content is clearly written for their audience of site owners and marketers, teaching them how to guide customers from the top of the funnel to the sale while using Thrive products.
5. Groove HQ: all about customer service
The Groove HQ blog stands out because of its highly specific theme: it’s all about customer service. The most recent news and feature updates from Groove HQ, in-depth guides, and listicles, as well as success stories from entrepreneurs, are included in the articles. Just like customer service should be about the customer, the Groove HQ company blog focuses on giving companies the tools they need to take charge of and improve their customer service, rather than on promoting its own product.
6. Paperbell: targeting a very specific audience
Where the Groove HQ blog had a specific theme, the Paperbell blog covers topics for a specific readership: coaches. Paperbell offers software that helps coaches run their business and the company’s blog is a collection of helpful resources for that same audience.
Paperbell also stands out because its blog design is tailored to its audience and visually appealing. While still being a business blog publishing business-related content, the soft tones and stylized headlines are clearly targeting not just any type of business owner.
7. ConvertKit: in-dept authority content
Just like Paperbell, ConvertKit focuses on a specific audience. The email service provider has managed to set itself apart in a competitive market by solely targeting content creators and publishing articles that speak strongly to that market. Aside from highly in-depth guides, this successful business blog dedicates an entire category to showcasing creator stories.
