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5 Best Practices for Creating a SaaS Blog that Brings Traffic & Leads

Your SaaS blog is not just a content repertoire but a bustling hub. 

It’s where potential customers flock for valuable insights. Industry peers look to you for thought leadership, and search engines send traffic because they recognize you as the authority in your space. 

The SaaS blog must become a destination in the industry that attracts attention.

However, creating a successful SaaS blog requires patience, practice, and a few tactics. 

Ideally, your SaaS blog must:

  • Drive targeted traffic by answering your audience’s burning questions through content.
  • Fetch leads by creating valuable content.
  • Nurture leads through tailored content guides.
  • Establish industry authority through consistent, high-quality content.

Also, this blog should cater to the SaaS audience throughout the different stages of the funnel — top, middle, and bottom.

Source

There’s an ideal customer journey in SaaS content where:

  • Top-of-funnel (ToFu) content attracts a broad audience with educational and informative content. 
  • They move down and interact with the middle-of-funnel (MoFu) content, which addresses their pain points and showcases how your solution can solve their problems. 
  • They reach the bottom-of-funnel (BoFu) to encounter case studies, testimonials, and product demos that seal the deal.

Attaining all these through your SaaS blog requires adopting some tactics that turn it into a dynamic tool.

Hence, we’re here to share some best practices that help you get started in the right direction.

Let’s begin!

Elements of a SaaS blog

Let’s examine the elements that form a SaaS blog’s core and design. These elements offer a seamless user navigation experience, guiding visitors through your content and turning them into loyal readers and customers.

Here’s what it includes.

1. Blog header

Visitors first see this, so grab their attention while being informative. 

Here’s the Salesforce blog menu, which doesn’t overwhelm users upfront. 

Source

Put up your SaaS brand’s logo, blog title, and a concise tagline. 

Here’s what helps make a perfect blog header:

  • Clean and uncluttered; otherwise, you’ll overwhelm visitors.
  • High-quality images and graphics.
  • Mobile responsiveness for a consistent viewing experience.
  • Easy way for users to get back to your SaaS homepage and understand your product.

2. Navigation menu

This is a roadmap for your blog that helps visitors find the content they’re looking for by exploring different sections of your site.

Salesforce provides a navigation menu based on roles, topics, industries, etc., to help users explore related content.

Source

So, in your blog design, you can make a navigation menu that has:

  • Labels that make it easy for visitors to choose and explore the content.
  • Logical organization that groups related categories together.
  • Responsive design that adapts to different screen sizes.
  • Optional elements include blog search and the option to subscribe, similar to how Ahrefs have done with their blog.

3. Blog post intro

A compelling blog introduction helps set the tone for the rest of your content, enticing readers to keep scrolling.

This will have CTAs, quick takeaways, etc. 

HubSpot blog showcases “key findings” and lists major points to captivate readers.

Source

For starters, consider:

  • Highlighting your post’s key points upfront. 
  • Mentioning takeaways readers can expect in the form of a TLDR.
  • Using strong verbs with direct, actionable statements to make the intro engaging.

4. Blog categories

Create categories to organize your content, making it easier for readers to find what interests them.

The Salesforce blog has this option, prompting users to explore related categories.

Click on “Customer Data Cloud” to open related articles in the same category. 

Also, each post listed will have categories on display.

Source

Here’s what to consider:

  • Group relevant categories based on topics.
  • Use subcategories to break categories into niches.
  • Keep it simple and easily understandable.

5. Email signup form

A blog can help build an email list by collecting users’ information. This needs a perfect placement, promising value-driven content, and offer easy sign-up.

Salesforce, for example, offers a call to action at the end of the content that opens up the subscribe form.

Source

Here’s what you can consider:

  • Place it prominently so it remains accessible for visitors to find.
  • Offer incentives. Why should someone subscribe? Like early content access, exclusive content, free webinars, etc.
  • Limit the information you ask upfront.

This is where you put up links visitors might need — social profiles, contact information, other important pages within the website, etc. 

Continuing our Salesforce example, this is how their blog footer appears.

Source

Here’s where you place:

  • Important pages: About Us, Contact Us, Privacy Policy, etc.
  • Social media links: Facebook, Instagram, etc., to help the audience connect with your business.
  • Contact details: Helping users get in touch.
  • A list of all blog posts: Including a single page with all of your blog posts helps spread the SEO juice across your content.

Best practices to implement in your SaaS blog

Once the blog structure is ready, these five proven best practices will transform your SaaS blog from a mere afterthought into a lead-generating powerhouse. 

Let’s unwind!

1. Build topical authority through site architecture

Topical authority for a SaaS brand helps establish your website’s presence within the industry.

For this, your blog architecture should cover key topics extensively and also logically link these topics.

Consistently producing high-quality content on a specific topic can help establish you as an authority in the eyes of both your audience and search engines. This translates to building thought leadership where you’d be looked up in an industry for legitimate information.

This way, your SaaS business can reap the following results. 

Source

For this, consider the following actions.

Organize content into well-defined categories and subcategories

Create blog categories focusing on broader themes of your SaaS product and relevant industry topics.  Later, add subcategories that delve deeper into specific aspects of that topic.

This enables visitors to explore different topics of interest while search engines get the signal that your SaaS blog covers a range of topics within your niche.

This is how the Encharge blog has organized content into four main categories:

Use internal linking to connect related articles

Spreading internal link equity across pages allows visitors to navigate your blog and discover related content. Find opportunities to link new content to existing articles on related topics through anchor texts.

This will keep users on the site longer, reduce the bounce rate, and provide solid cues for enhanced SERP features. 

You can also include a “Further reading” section towards the end of the blog to include 3-5 relevant pieces:

Source: Ahrefs

Create pillar pages that provide comprehensive overviews of key topics

Pillar pages are like your blog’s skyscrapers and central buildings that connect other pieces within your content library. This includes in-depth articles comprehensively covering a broad topic and linking to related cluster content or sub-topics (i.e., blog posts that delve deeper into specific aspects of the pillar topic).

Think of your core topic as a central pillar. Related topic clusters are interlinked and directly related to the core topic.

Source

Also, each pillar page acts as a hub, providing an in-depth overview of a topic and guiding readers to more detailed individual posts. 

These signals to search engines about the in-depth knowledge of a particular subject contribute to improving your rankings for relevant keywords.

2. Add visual and interactive elements

Optinmonstor reports that 71% of bloggers include images in ther posts because who would want to read a huge block of text anyway?

Add visuals and interactive elements to your SaaS blog that keep readers glued to the screen. This involves a mix of interactive content like polls, videos, and quizzes to engage the audience and motivate them to contribute. 

Here’s what to consider:

Create high-quality custom images and videos

Invest in creating high-quality images and videos relevant to your content. Especially for videos, whether explanatory, interviews, or case studies — get it done professionally to maintain credibility.

Here’s how the Semrush blog embedded YouTube videos within the blog post:

Source

This is useful when you want to showcase any feature in action, especially when added with screenshots to highlight key functionalities.

Use infographics to present data visually

Infographics are ideal for sharing statistics or other data since they are engaging and easier to understand. Here are some key stats highlighting the importance of using infographics in a blog.

Source

Navigate some of the tools available to create professional-looking infographics and some to design images that demonstrate complex data related to your SaaS offerings or market trends.

Integrate interactive elements like quizzes and polls

Incorporate quizzes and polls to drive engagement while providing valuable insights into your audience’s preferences and challenges. Quizzes can help understand business problems, while polls help gather feedback about your content or SaaS industry.

This is what Zapier does using quiz CTA on a content page.

Source

Such elements make your content fun and provide valuable insights into your audience’s interests and preferences.

3. Provide data-driven insights

Understand the impact your blog creates through data-driven insights. This will provide a roadmap for your content strategy on what’s working and what’s not.

Databox’s research suggests that nearly 50% of content marketing experts use analytics to track performance. Use metrics to identify trends, uncover opportunities, and make informed decisions that drive desired results.


Here’s how to get started.

Use tools like Google Analytics to track performance

Analyze data about your site’s traffic — where it comes from, the number of sessions, how long visitors stay on your page, and how they interact with your content.

This tool will further provide insights on metrics that help shape decisions for creating content.

Analyze metrics such as traffic, bounce rate, and conversion rate

High traffic levels indicate good visibility. A low bounce rate suggests that your content is engaging, and a high conversion rate points to compelling calls to action, where many visitors are taking a desired action — subscribing to your email list or requesting a demo.

Source

Check for metrics to identify areas where your blog is underperforming and adjust your content strategy accordingly.

Adjust strategies based on data insights

Check for type content that performs and continue churning such pieces to generate more engagement and conversions. Insights should trigger actions like optimizing blog posts, creating niche content, adding visuals, etc.

For instance, discovering a blog post generating high traffic but a high bounce rate would need adding more visual elements, improving the readability, or enhancing a call to action.

4. Optimize content for SEO

SEO-based content is a must-have for a SaaS blog because 61% of B2B marketers consider it to generate more leads than any other marketing initiative. 

Such an SEO-driven blog uses targeted keywords and optimized technical elements, like meta tags, to promote a linking strategy.

This will help your blog rank higher for relevant keywords, attracting more targeted traffic from potential customers through relevant content. 

To implement this, consider to:

Use relevant keywords and phrases.

Strategically incorporate relevant keywords into your blog posts to increase the chances of your blog posts ranking higher in search results for those terms.

Use Google Keyword Planner or Ahrefs to find relevant keywords and analyze their search volume and competition. Place keywords naturally and organically throughout your content.

If you are using WordPress, install Yoast SEO extension to help you naturally optimize your posts for specific keywords.

Optimize meta tags, headers, and images

Create content with meta tags describing your blog posts to search engines. Include the title tag and the meta description (providing a summary of your post).

Also, break your blog posts with headers (H1, H2, H3, etc.) to structure the content, making it 

easier for readers and search engines to understand.

For images, mention alt text that describes the content of your images to search engines and screen readers. 

Optimizing these elements is a part of your SEO that provides search engines with additional information about your content to improve your rankings.

Build quality backlinks and internal links

Use your existing content to create backlinks from reputable sites that enhance your blog’s credibility. This needs creating valuable, sharable content that other sites want to link to. Similarly, use internal linking wisely to keep readers on your site longer and improve the SEO value of different pages. 

A strong network of both backlinks and internal links can improve your blog’s overall SEO performance.

5. Don’t compromise on high-quality, valuable content

Lastly, your SaaS blog should not compromise on content. Valuable content is informative, engaging, and meticulously crafted to meet the needs and interests of your target audience.

A hallmark of quality content is a mix of SEO, E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness), and actionable content. HubSpot mentions the results of NP Digital, which achieved a 28% increase in organic clicks by creating E-E-A-T content.

Valuable content is important since it will do the following:

  • Attracts and retains readers: Quality content grabs attention and keeps readers returning for more. They’ll share it with others, expanding your content reach and driving more traffic to your blog.
  • Establishes authority and trust: Establish your SaaS authority by consistently providing valuable insights and expert advice. This helps build trust with your audience, who will turn to you for solutions.
  • Improves SEO and organic traffic: High-quality, relevant content is more likely to be shared and linked to, which enhances your SEO efforts and boosts organic traffic.


Here’s how you can implement this best practice:

Conduct thorough research on trending topics and audience interests

Dig deep into industry trends, competitor analysis, and customer feedback to identify their pain points, questions, and aspirations. Tools like Google Trends, BuzzSumo, and other social listening platforms can provide valuable insights into what’s hot in your niche.

Also, engage with your readers through comments, surveys, and social media to get firsthand insight into their interests and pain points.

Use various content types (e.g., articles, infographics, videos)

Mix different types of content to enhance the shareability of your content across different platforms. So, move beyond text-based articles and experiment with different content formats like infographics, videos, podcasts, webinars, and interactive tools. 

Regularly update and refresh old content

Keep your content up-to-date to maintain credibility and SEO performance. Singlegrain reports that regularly updating a blog post can increase traffic by 96%. Review and refresh your older posts to ensure they remain accurate and relevant. Often, updates involve refreshing the statistics, adding new developments, or revising recommendations based on the latest industry trends.

Wrapping it up

Now, you have the fundamentals and best practices for creating a SaaS blog. But you don’t need to accelerate churning out articles. Instead, build a digital powerhouse that attracts, engages, and informs users.

Leveraging these five best practices will help build a strategic content asset that fuels your business growth.

It will also begin your journey toward establishing your brand as an industry authority that attracts organic traffic and nurtures leads through the funnel with targeted, data-driven content.

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