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Blog posts probably won't work for your SAAS. Try building content bridges instead.

TLDR; make sure your content always has commercial value.

Writing blog posts seems to be an obvious content/SEO tactic for many founders. But, unless you're writing in your own personal blog, you should rarely do that. Instead, any content published on your project should have commercial value and contribute to one or a few sales funnel steps.

Thus, it's a bridge - connecting marketing content with the actual commercial value.

🔎 So here are few tips I'm actively (and successfully) using myself for years. How to transform your regular blog posts into lead generation content.

  1. Find a problem - it's not enough to write about something cool. You need to find an actual pain point where people are frustrated. If there is no such thing as a "problem," then move on to the next topic idea.

  2. Clearly define a solution to that problem. The solution can be universal but guide it through the lenses of your project. Remember, it's your tool that solves that problem in the best way possible. It also must be actionable; a user should be able to solve his problem right away.

  3. Use your tool's screenshots and guide the reader well on how to fix that problem. Mention pro tips for the common pitfalls to connect your product even more with the solution.

  4. Cut header/footer links, strip out any sidebars. Sometimes it's worth reducing links more aggressively. For example, by providing only basic navigation options back to your homepage and your blog index.

  5. Have a clear, almost always visible CTA to take action with your product. It should be a custom copy tailored to that specific problem. Clicking it should lead right away to your signup/solution page. Don't forget to include some discount code if possible, or combat any objections like saying that it's free to start. Sticky footers work well in my experience.

  6. Last but not least, treat this new page like any other landing page. It's not a regular blog post anymore. It has many qualities of the landing page, so you should also experiment and measure the result. Check your CTA's click-through rate and see whenever those who sign up via it are loyal customers of your product.

That should make it; following this tactic will adjust the tone of your posts and will be a lot actionable to people looking up solutions. Typically, it's SEO traffic which is always a good traffic source. And you want to capture as many people searching for solutions as possible 💸


Hey, I love building and learning stuff. So follow me here and on twitter.com/arminas to get more brain dumps like this. 🧠


  1. 3

    Good post!

    This is something I ended up thinking. And "value" should be for both sides: your visitor and website you are writing blog from.

    One of the biggest success talking about "value" was that I started republishing old posts I have in my blog. By "republishing" I mean I rewrite them completely by doing bigger / better research. Not just entering from my mind, like I did before.

    1. 1

      This makes sense. Me a year ago writing an article vs me now would have a lot of new experiences to share on the same topic. I will try this out too 🙂

      1. 1

        Let me know if you are ready to open your wallet for more useful information :D

        1. 1

          I'm sorry, my message was not at all intended in a hostile tone. I was agreeing with what you said.

          1. 2

            Somehow I read your comment like I was the same person who wrote the topic and who made a comment. With different accounts I mean.

            So got pissed quickly and even left negative comment in the other place. Then after 5 mins I decided I don't want to share any negativity myself, so removed everything.

            So I am sorry John. My English reading skills demanding some improvement 😅

            1. 1

              There is no harm done. My comment can be interpreted in the way you did, although I did not mean it in that sense. So I will try to edit it and be more specific in what I am writing.

              Thank you for clarifying 🙂 I am sure that you are also here trying to contribute your ideas and help out others ♥️

              1. 2

                I am sure that you are also here trying to contribute your ideas and help out others

                Absolutely!

                Once again sorry John. Won't post anything like that in the future, made a terrible interpretation reading comment.

                Added you to my followers list and will follow-up your posts to upvote content you make 👍 💪

        2. 1

          This comment was deleted 3 years ago.

  2. 2

    Great post! I haven't thought of visible CTA to increase customers' engagement with the product, thanks.

    1. 2

      Yep, just make sure it's relevant, not super annoying, and contributes to the article as the logical next step.

  3. 2

    Great post! I don't know if I would format it like a landing page (as I do think that content like this has value at all stages of the customer journey, even awareness, and other links can provide more educational value as well if the visitor is more TOFU), but the principle of demonstrating how to solve a problem using your product is sound.

    In the content marketing world, we're calling this "product-led content" and it's a whole thing now. And you're right -- Ahrefs is killing it there. 😉

    1. 2

      You're right, though I have a feeling that solo founders/IH'ers should focus on the awarness step only when they're profitable and can afford to build a brand/catching users on that part. While a problem-solving attitude moves you a lot closer to the sale/BOFU.

      And again 100% correct on the product-led callout. Some part in me just goes against using this phrase so much 😅

      1. 1

        Ooh, interesting! Would love to hear why that is. What's the connotation for you?

  4. 2

    Thanks for sharing! Do you have any concrete examples of great blog posts following this pattern?

    1. 2

      Top of my mind is ahrefs blog. They're doing an amazing job of educating and solving concrete problems via their tool. They also support it with youtube videos that kind of does the same problem-solution flow.

      Don't want to self-promo, but as you ask, these also work very well for me too:

      Teach people how to be successful (or solve their pain) but don't forget to guide them through your project.

      Hope this helps!

      1. 1

        Helps a ton, thanks :)!

  5. 1

    Thanks for this breakdown, and it really does make sense that when your product is solving a pain point well then you can help people find it faster. And most likely if people are searching for it, they are ready to try your product.

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