Building a Full-Funnel Content Strategy to Drive MQLs
Client: A B2B SaaS company in the project management software space.
Challenges We Faced
The client’s blog attracted a lot of traffic, but almost none of it converted into qualified leads (MQLs).
High Traffic, Zero MQLs
The blog ranked #1 for “what is agile workflow” (informational) but had no path for a user to request a demo.
Missing “Commercial” Content
They were invisible for high-value “best project management software” or “[Competitor] vs. [Client]” (commercial) queries.
Transactional Intent Mismatch
Their homepage was ranking for specific “buy” keywords, but it was too broad and failed to convert.
Content Gap Analysis (by Intent)
The site had only informational content. The entire “commercial” and “transactional” stages of the funnel were missing.
Ineffective CTAs
Blog posts ended with a generic “subscribe to newsletter,” failing to capture users who were investigating solutions.
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Our Approach – How We Solved These Challenges
Customized Intent-First SEO Strategy
We mapped out their entire B2B buyer’s journey and identified the content gaps at the “commercial” and “transactional” stages.
Commercial Investigation Optimization
We launched a new content pillar focused on “commercial” intent, including “best of” lists, “vs.” comparison pages, and “alternatives” pages.
Transactional Intent Optimization
We stopped trying to rank the homepage for “buy” keywords. Instead, we built new, high-performance landing pages (e.g., “Software for Agencies”) optimized specifically for transactional queries.
Content-to-Intent Matching
We inserted “intent-based” CTAs into their top informational blog posts. “What is” posts now offered a “Beginner’s Guide” (informational CTA), while “How to fix” posts offered a “See Our Tool in Action” (commercial CTA).
Results
| Metric | Before | After | Growth |
|---|---|---|---|
| Organic MQLs (Marketing Qualified Leads) | 12/mo | 75/mo | +525% |
| Organic Traffic (Commercial Keywords) | 500/mo | 8,500/mo | +1600% |
| Conversion Rate (Visitor to MQL) | 0.1% | 0.8% | +700% |
Free SEO Funnel Analysis
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Advice for Marketers & Brand Owners
- Not all traffic is created equal. One visitor searching “buy project management software” is worth 100 visitors searching “what is a project.”
- Your funnel is leaking. If your blog doesn’t have a next step, you are wasting 99% of your content marketing efforts.
- Build “comparison” pages. Users will compare you to your competitors. Own that conversation on your own site.
- Use dedicated landing pages for your transactional “buy” keywords. Do not send this valuable traffic to your homepage.
Extra Factors That Made It Work
- The new “commercial investigation” content (vs. pages, alternatives) became the #1 source of organic MQLs.
- A full SERP Analysis of “buy” keywords revealed the need for feature-focused landing pages, not blog posts.
- Integrating Google Analytics 4 (GA4) with their CRM to track leads from first click to “demo booked.”
