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B2B Content Marketing: Ahrefs guide


B2B Content Marketing: Ahrefs guide

B2B content marketing is creating and promoting content to attract other businesses that are your target customers.

Content marketing is essential for B2B businesses because education prospects help them make buying decisions.

Enligt Statista, 30% of marketers say content marketing offers the highest ROI of any digital marketing channel. Furthermore, in HubSpot’s State of Inbound Marketing Trends 2022, content marketing is one of the top three marketing strategies for B2B brands.

Perceived level of ROI generated by selected digital marketing channels

There are also plenty of real-life examples. Ahrefs, HubSpot, Shopify, Animalz, and Deloitte are some of many that have succeeded with this marketing type

In this guide, I’ll explain how we do content marketing at Ahrefs, a B2B business.

How is B2B content marketing different from B2C content marketing?

There are two main differences between B2B and B2C content marketing.

1. More decision-makers

Generally speaking, there are more decision-makers involved in the B2B buying process. There are plenty of times when the person using the product or service is different from the one buying it. 

For example, an in-house SEO may be the one using our toolset, but the chief marketing officer (CMO) or chief financial officer (CFO) may be the one who approves the purchase. 

As a result, your content will need to target more than just the operator alone. It’ll also have to help the operator convince other relevant stakeholders to purchase your product or service.

Different stakeholders of the buying center

For B2C, the person buying is usually the person making the buying decision.

2. Buying motivation

Most B2B buyers are purchasing for the value you offer, specifically how you help them solve their problems.

So you’ll have to prove that value using your content. You’ll also have to show you are trustworthy, you know your stuff, and that other brands have used your product or service successfully.

On the other hand, the buying motivation for most B2C products can be more impulsive, e.g., food, fashion, games, electronics, etc. 

How to do B2B content marketing, the Ahrefs way

There is no one right way to do content marketing for B2B. Your content marketing will differ depending on what you sell, whom you sell to, and your goals.

As such, it’s impossible to cover every potential variation of the B2B content marketing strategy in this guide. Instead, I’ll focus on how we do B2B content marketing at Ahrefs. Hopefully, that’ll inspire your own.

Our B2B content marketing strategy is simple: We focus on creating content about topics that have search traffic potential, business potential, and ranking potential. 

Here’s how we do it:

1. Find relevant topics with search traffic potential

Your content must be discovered by your target audience for it to be consumed. The best way to do this is for your content to rank high on Google

So rather than treat SEO as an afterthought, we want to build it into our content marketing. We can do this by targeting topics that our target customers are searching for. 

Here’s how to find these topics:

  1. Go to Ahrefs’ Keywords Explorer
  2. Enter a few broad keywords related to your site or niche (e.g., we can look for keywords like marknadsföring och seo)
  3. Go to the Matching terms report
  4. Filter for keywords with Traffic Potential (TP)
The Matching terms report, via Ahrefs' Keywords Explorer

Traffic Potential is the estimated monthly organic search traffic to the top-ranking page for a keyword. Since pages tend to rank for many similar keywords and not just one, TP is a more reliable estimate of search traffic than search volume. 

From here, you’ll want to go through the report to find keywords your potential customers are searching for. 

Learn more: Keyword Research: The Beginner’s Guide by Ahrefs 

2. Check its business potential

Cameron Brown, a content strategist at content marketing agency Grow & Convert, writes:

Outside of the most revolutionary, category-creating products and services, almost every B2B business already has a group of people who are at the purchase stage, looking to solve their problems with a product or service like yours.

Even though the ideal end state is to target every topic that can build your brand awareness, you’ll want to prioritize those that can send you actual leads and customers (at least for now).

At Ahrefs, we assign a “business potential” score to each topic. And business potential is how easy it will be to pitch your product while covering a given keyword.

Here’s the “cheat sheet” we use:

The business potential table

Go through each keyword you’ve pulled from step #1 and give them a score from 0 to 3.

3. Analyze each of their ranking potential

Some keywords are harder to rank than others. That’s to be expected because there are only limited “slots” for each keyword on the SERPs. So while that doesn’t mean you completely avoid difficult keywords (especially if they have business value), you should take ranking difficulty into account when targeting them.

For us, a keyword has ranking potential when it’s viable for us to rank in the top three with our available resources. 

How do we know this? We look at the SERPs and assess three things:


Specifically, the quantity and quality of backlinks. 

Backlinks are important because they’re one of Google’s top ranking factors. So if the pages you’re competing with have a lot of high-quality backlinks, it will be difficult to compete.

To see how many backlinks the competing pages have, enter your topic into Keywords Explorer and scroll down to the SERP overview. You’ll see how many referring domains and backlinks each top-ranking page has:

Referring domains and backlinks for the top-ranking pages for "content marketing," via Ahrefs' Keywords Explorer

You can see that the topic innehållsmarknadsföring is super competitive, with each page having thousands of backlinks. Compare that to B2B content marketing:

Referring domains and backlinks for the top-ranking pages for "b2b content marketing," via Ahrefs' Keywords Explorer

These numbers, however, only tell you about the quantity of backlinks. To assess quality, click on any of the numbers. This will bring you to each page’s backlink profile.

The Backlinks report, via Ahrefs' Site Explorer

Eyeball the report and get a sense of the quality of backlinks the sites have using the guide below.

Learn more: How to Do a Basic Backlink Audit (In Under 30 Minutes)


Website authority is an SEO concept that refers to the overall “strength” of a domain. In this case, “strength” refers to the likelihood of a domain to rank high on the SERPs. 

Even though Google representatives sa Google doesn’t evaluate website authority, many SEOs still believe authoritative websites have an easier time ranking. As such, they typically take a website authority metric, such as Domain Rating (DR), into account when assessing ranking difficulty.

If you’re on that side as well, you can easily see the top-ranking pages’ DR scores in the SERP overview section:

Domain Rating (DR) scores for the top-ranking pages for "b2b content marketing," via Ahrefs' Keywords Explorer

Content quality

The best content is one that provides more value in less time (and that includes entertainment value!).

You’ll want to make sure you’re able to deliver on that front too—if you wish to beat the top-ranking pages.

Here are a few questions you can ask while you’re assessing the content quality of the top-ranking pages:

  1. Does it provide accurate and up-to-date information?
  2. Is it written by a subject matter expert?
  3. Does it contain unique information?
  4. Does it cover the topic in full?
  5. Is it well written?
  6. Is it properly formatted?
  7. Is it well designed?

If they’re missing a few of these aspects, it’s your chance to beat them.

Learn more: Keyword Difficulty: How to Estimate Your Chances to Rank 

4. Create content for these topics

You now have a list of topics that have:

  1. Search traffic potential
  2. Business potential
  3. Ranking potential

It’s time to create content that’ll rank for these topics. Here’s how:

Match search intent

Google wants to rank relevant content. It does this by constantly figuring out why the searcher is making that query and then serving content that fulfills that. This is known as search intent. 

If you want to rank high on Google for your target keywords, you have to match search intent. We can do this by analyzing the SERPs for the three Cs:

  1. Content type – Are they blog posts, landing pages, product pages, or something else?
  2. Content format – Are they listicles, how-tos, recipes, tools, or something else?
  3. Content angle – Is there a dominant selling point, like how easy it is?

For example, let’s say we want to target the topic how to drive traffic to your website

SERP overview for "how to drive traffic to your website," via Ahrefs' Keywords Explorer

Analyzing the three Cs, we get:

  1. Content type – They’re all blog posts.
  2. Content format – Despite the “how to” modifier, searchers are actually looking for lists.
  3. Content angle – There are a variety of angles here, from “proven” to “free and paid.”

If we’re creating content for this topic, we’ll have to create something similar. (Which we did, and we’re now ranking in position #5.)

Cover the topic in full

The best result for a query usually covers everything the searcher wants to know. 

Here are two ways to find potential subtopics to cover:

  1. Look for common subheadings among top-ranking pages If most of them have a similar subheading, then it’s likely important.
  2. Look for common keyword rankings among top-ranking pages – These are often important subtopics to cover. 

Here’s how to execute the second method:

  1. Go to Ahrefs’ Keywords Explorer
  2. Enter your target keyword
  3. Select a few top-ranking pages in the SERP overview
  4. Click “Open in” and choose “Content gap”
Opening the top-ranking pages in Content Gap, via Ahrefs' Keywords Explorer
Content Gap-rapport, via Ahrefs' Site Explorer

In this example, we’re targeting inbound marketing, and we can see a few subtopics to cover:

  • What is inbound marketing
  • Inbound marketing examples
  • Inbound marketing strategies
  • Inbound marketing tools

And more. 

Make it unique

We want to match search intent and cover the topic in full. But we don’t want to create copycat content that no one wants to read.

How SEO tools lead to copycat content

Not only is copycat content not useful for your readers and your business, it’s also detrimental to your SEO efforts because there’s no incentive to link to it. With Google filing a patent for information gain, unoriginal content may also be deprioritized and rank lower in the future.

To solve this, you need to create something unique. That can be a unique angle or unique ideas within your content. 

For example, we could have created a generic B2B content marketing guide. Instead, we decided our personal experience doing B2B content marketing would be more interesting, helpful, and even stand out amongst the SERPs. (Do you agree? 😁)

If you’re struggling to come up with unique angles or ideas, here are a few prompts that may help:

  • Personal experience – If you’ve successfully (or even unsuccessfully) done something, write about it.
  • Expert interviews – Reach out and interview experts in your field or ask them to contribute an opinion to your piece.
  • Crowdsource – Get multiple people to contribute their opinions, expertise, and ideas.
  • Original research – Add data to your post. You can do this by running a study, survey, or poll.
  • Contrarian – Be the devil’s advocate. Consider an opposing viewpoint. 

Learn more: SEO Content: The Beginner’s Guide 

5. Promote your content

Your content will practically be invisible if you don’t put it in front of people who care. Here are a few ways you can promote your content.

Create a weekly newsletter

At Ahrefs, we send a weekly newsletter to 200,000+ people with our latest content:

An issue of the Ahrefs' Digest

An email list is one of the best ways to distribute your content. You can directly reach people who want to hear more from you. 

Unlike social media platforms, you are less likely to be restricted, prevented, or blocked from accessing your audience. You egen the list. 

The best way to grow your email list is to offer something in return for subscribing. This can be an ebook, an email course, a PDF, or more. For example, Intercom offers a free guide for download. This is shown as a sticky opt-in box on the side or at the end of the article:

Intercom offers a free guide in return for subscribing

Learn more: 8 Easy (But Effective) Ways to Grow Your Email List

Build a personal brand on LinkedIn

According to HubSpot’s State of Inbound Marketing Trends 2022, B2B brands are more likely to use LinkedIn and find it effective. That makes sense—after all, LinkedIn bills itself as the “social network for professionals.”

I asked David Fallarme, a marketing consultant, for his best tips on how to grow a personal brand on LinkedIn. Here’s what he shared:

Most people starting their LinkedIn journey obsess and agonize over what to publicera. This takes them hours, if not days (or even weeks) to finally publish something. Then, they barely get any engagement and swear off publishing on LinkedIn.

For most people going from zero to one on LinkedIn, the way to get engagement on your content is to give engagement to other content first. 

Your first job: to find and add people who are relevant to you and your target audience. Add a few influencers in your niche, then use the “People also viewed” function to see who else LinkedIn suggests. These are typically people who post regularly, which means you’ll be exposed to a lot of content in your niche.

After following ~10 – 15 influencers, you should build your LinkedIn writing muscle by commenting on their posts whenever you log on. This does a couple of things: first, it trains your brain that posting on LinkedIn is nothing to be scared of. Two, it gives you new ideas for your own content—every comment you leave is the seed for future posts. Third, when you leave thoughtful comments, and when you reply to others who have left comments, others who also follow that person will visit your profile and respond to your connection requests.

All of these increase the chances that when you post something on LinkedIn, it’s relevant to your target audience and you’re not just yelling into the void. You always have new connections who are exposed to your content.

David Fallarme

Repurpose your content

Make your content go the extra mile by turning it into multiple formats.

For example, we turned our video on holiday SEO into a post. We also turned our post on whether SEO is worth it into a video

Learn more: The Complete Guide to Content Repurposing

Build links with link bait

We’ve established that links are important. But link building is hard. It’s even harder if you don’t have an existing brand or reputation. Worse still, people may even ask you to pay for links—a massive no-no in Google’s eyes.

If links are crucial, but link building is difficult, how do you get links? Well, the simplest answer is to earn it. 

Some pages naturally earn links better than others. In the SEO world, they’re known as “link bait.” Take, for example, our study where we found 90.63% of pages get no search traffic. That article received 6,500 backlinks from 2,900 referring domains:

Links and referring domains pointing at one of our studies, via Ahrefs' Site Explorer

If you can create more link-earning pages, you can add internal links from those pages to your other content, thereby potentially boosting their rankings.

Here’s how to find good link bait ideas:

  1. Enter your competitor’s domain into Ahrefs’ Site Explorer
  2. Go to the Best by links report
Rapporten Bäst av länkar, via Ahrefs' Site Explorer

Eyeball the report to see what kind of formats and topics resonate with people in your niche. For example, we can see that the SEO industry loves data studies, which is why we’ve been consistently producing them.

Learn more: What Is Link Bait? 7 Successful Examples 

Run ads

If you have the budget, you can always run ads to promote your content. If the big networks are scary and too expensive, consider smaller networks too. 

For example, we run ads for our content on Quora:

Ahrefs' Quora ads

Learn more: PPC Marketing: Beginner’s Guide to Pay-Per-Click Ads 

Slutgiltiga tankar

We’ve been following this strategy religiously for the past few years, and it has worked well for us. Hopefully, our content marketing strategy has inspired your B2B content marketing strategy.

Några frågor eller kommentarer? Låt mig veta på Twitter


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5 Ways Social Media Pros Are Safely Using AI Right Now


5 Ways Social Media Pros Are Safely Using AI Right Now

This post was sponsored by Iconosquare. The opinions expressed in this article are the sponsor’s own.

Does social media management sometimes feel like 15 jobs rolled into one?

We know, the business of social media involves a lot of plate-spinning.

There’s strategy development, content creation, data analysis, copywriting, customer service, community engagement, client communications, trend forecasting, graphic design, influencer management, reporting, and on and on it goes.

What if some of your most repetitive social media tasks could be handled by AI?

Yes, you can give yourself more time to create even more powerful social strategies by allowing AI to perform tasks like scheduling posts, analyzing content, and writing captions.

With AI-powered content creation tools, you can spend more of your time working and thinking like a top social media manager.

So, let’s take a closer look at five ways AI-generated captions will change the game for social media managers.

And don’t worry, AI won’t replace your social media job.

1. Ideate Social Media Post Content Faster (And Easier)

If writer’s block tends to take up a large portion of your campaign execution time, this tip is for you.

And you’re certainly not alone – this is a common problem for tons of social media managers who are juggling multiple projects. Coming up with creative, engaging captions on the fly isn’t always easy.

With the help of AI, a month’s worth of content can be captioned and scheduled in a fraction of the time. Even if a caption isn’t 100% perfect the first time, all it requires is a quick edit instead of hours of creating the perfect message.

Compare this to the lengthy process of ideating, drafting, rewriting, and editing captions, and it’s easy to see how beneficial a social media AI caption generator can be.

2. Get Better Engagement With High-Conversion Algorithms

Many AI caption generators are programmed to create captions specifically for conversion.

They know how to:

This is music to your ears if you’ve been striving to increase engagement for your clients – particularly if they’re stuck in a creative rut or don’t enjoy the writing process.

3. Put Out More Social Media Content

Not only does caption writing get easier and faster with social media AI – it has a positive effect on other content, too.

Time previously spent staring at a blank screen trying to find the right words can now be spent on curating, creating, and editing other forms of content – for example, YouTube videos, TikToks, Reels, podcasts, and carousels.

4. Create Social Media Content In 70+ Languages

From Chinese to Persian, there are more than 70 languages available to choose from in Iconosquare’s AI caption generator.

This enables you to break through language barriers and reach new audiences for your clients without the need to invest in additional resources.

5. Gain More Time For Higher ROI Tasks

Imagine what you could do with the time you’ve saved not writing captions from scratch.

That’s the beauty of AI.

Social media AI handles time-consuming, low-level tasks and frees you up to focus on work that delivers meaningful results – not only for your clients but for your business, too.

A Step-By-Step Guide To Creating AI-Generated Social Media Captions

For this example, we’ll use social media AI for an imaginary interior renovation brand.

Step 1: Enter Your Social Post Topic Or Subject

Start by typing in the subject of your social media post.

In this case, we’ll use “kitchen renovation,” though we could go even more specific with this, e.g. “Kitchen renovation completed in 3 weeks.”

Step 2: Add Your Brand Name For Maximum Exposure

The next step is to introduce your brand to the machine learning tool.

In this example, we’ll use the fake brand name “Kitchenstar.”

However, if you want captions that are less branded and more focused on the content of the image, all you have to do is leave “Brand” blank.

Step 3: Select Your Industry For Accurate Keyword Inclusion

For this example, we’ll enter “interiors” as our industry.

However, if you want captions that are less industry-specific and more focused on the content of the image, all you have to do is leave “Industry” blank.

Image created by Iconosquare, March 2023

Step 4: Get High-Conversion Social Media Captions From AI

The three captions Iconosquare’s AI caption generator creates are upbeat and engaging.

Each generated post caption has a good hook:

  1. Renovating your kitchen has never been easier!
  2. A fresh start for your kitchen!
  3. Our newly renovated kitchen using #kitchenstar products is something to write home

And each one gets to the point without unnecessary fluff.

5 Ways Social Media Pros Are Safely Using AI Right NowImage created by Iconosquare, March 2023

Step 5: Automatically Get Generated High-Conversion Hashtags

The first caption has a great hook and high-conversion hashtag suggestions.

Instead of broad, overused hashtags like #interiors or #kitchen, the AI caption generator has proposed more specific hashtags like #makingroomformemories.

Step 6: Make Any Manual Edits Necessary

The second caption is great and requires very little editing. I could add some more specific detail about what the renovation process entailed, otherwise this caption is good to go.

5 Ways Social Media Pros Are Safely Using AI Right NowImage created by Iconosquare, March 2023


5 Ways Social Media Pros Are Safely Using AI Right NowImage created by Iconosquare, March 2023

The third caption has that specificity – “quartz countertops, sleek countertops, and energy-efficient appliances.”

Even if these aren’t exactly right, you now have a template to use to write your caption without having to think about it.

If you’re not totally happy with the first three options, you can generate three more.

5 Ways Social Media Pros Are Safely Using AI Right NowImage created by Iconosquare, March 2023

As for specific calls-to-action (CTAs) like “comment below” or “tag a friend,” you can easily add these to the finished AI-generated captions by selecting one of your “Saved captions.”

Why AI-Generated Content Won’t Make Your Job Redundant

If you’re worried about being replaced by AI, don’t worry.

Despite what you may read online, AI isn’t about to make your job obsolete.

Instead, AI is a great collaborator.

It automates repetitive tasks and sifts through millions of data points to produce actionable recommendations.

This frees up your time and empowers you and your team to create better content and campaigns that deliver their client results.

AI-powered social media tools unlock your potential.

Rather than wasting time and expertise on repetitive tasks like manually posting Rullar, you can focus on areas you’re passionate about and uniquely qualified to handle.

Even applications that aid creativity – like Iconosquare’s AI Captions – aren’t cause for concern about the future of your job.

Features like these only enhance and accelerate your creativity.

Again, AI social media tools are perfect for marketers who are juggling multiple clients and complex campaigns.

AI tools can’t replace the empathy, perspective, and storytelling that a human brings to marketing. And this is what it takes to truly connect with customers.

So, don’t worry about AI taking over the world – instead see these applications for what they are: an opportunity to make you an even better social media manager.

Want to try out Iconosquare’s AI caption generator for yourself? You can here!

Say Goodbye To Writer’s Block & Hello To AI-Generated Captions

If you’re ready to harness the power of AI-human collaboration, you have to try Iconosquare’s new AI caption generator.

It’s the perfect tool for generating engaging captions (for LinkedIn, Twitter, and Instagram) that are relevant to whichever brand you’re working on, whether you’re short of time or in need of a creative boost.

Just write out the subject of your post, brand name, and industry, and Iconosquare will generate a list of potential captions. You then pick your favorite and add it to your post in one click.


Featured Image: Image by Iconosquare. Used with permission.


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9 SaaS Marketing Strategies for Sustainable Growth


9 SaaS Marketing Strategies for Sustainable Growth

Sustainable growth for a SaaS company is about creating long-term value that is a) profitable and b) able to be maintained over time without compromising the brand’s reputation. In other words, by building growth, you’re building a foundation for more growth as you go.

We’ll talk about nine marketing strategies that are perfect for achieving and maintaining sustainable growth.

1. Build for product-market fit 

Product-market fit (PMF) is when a business has confirmed signals that its product can satisfy an existing demand in a market with high potential.

The usual sign of achieving PMF is when people are willing to buy the product (even if it’s not perfect yet), actively use it, and recommend it to others.

This is a sustainable strategy because it allows you to make sure you’re building something meaningful that will actually get paying users.

PMF automatically makes your messaging more effective. You’re promoting a product people want. And you already know who you’re talking to, so your marketing dollars are better spent. 

Conversely, if none of your marketing efforts seem to work, the problem may be the product and not how creative or well funded your campaigns are. 

You can find SaaS companies with product-market fit all around. These will be companies that still offer the same kind of products that made them profitable: Slack, Atlassian, Shopify, etc. 

How it works

The general idea is to ship a Minimum Viable Product (MVP) and iterate on it based on real user input until you see that people actively use it and recommend it. 

There are five steps in the process: 

  1. Formulate the value hypothesis: Why is a customer likely to buy your product? 
  2. Specify the features of your MVP: The right quantity and quality of features needed to verify the value hypothesis. 
  3. Build your MVP: There are many ways to present your product to your audience; you don’t necessarily need to develop a fully functional product.
  4. Test the MVP with real users: In other words, get feedback. 
  5. Learn from your users and iterate: Some ideas will need more work, while some are probably destined to fail. Gather your data and make the decision. 

When you achieve PMF, it will be time to scale your company and marketing efforts. 

2. Offer free trials or free tools 

This strategy doesn’t need an introduction. We’ve all used product trials and free tools. That said, this strategy can be looked at from different angles. What’s important from a marketing perspective are these three benefits:

  1. Reduced friction – This means there are fewer objections to trying your product. 
  2. Time to experience the value of the product and get hooked – Reading about a product on a landing page is not the same as experiencing it. Your potential customers will likely expect the possibility to put their hands on the product before they buy. 
  3. Direct marketing channel – You can ask users to sign up for a newsletter or send them messages concerning the product. 

For instance, HubSpot carves out parts of the platform for free usage (e.g., CRM, CMS). It does this, as it explains, to increase the force of its marketing flywheel. Or in other words, to propel its entire business model. 

Article about why HubSpot offers free products

How it works

Start by weighing the pros and cons of free and freemium products. 

Pros Cons
Less friction with getting people to use your product. Harder to manage expectations. People may expect to get more things for free.
Bigger user base. More server load and possibly more queries to support.
Works well with growth loops (more on that later). Offering something for free may reduce its perceived value.
Direct marketing channel to signed-up users (content distribution and upselling).
More feedback.

Getting users in front of free products is only part of the job. The harder part is getting them to upgrade. 

First off, you need to set the right expectations—you won’t convert all of them. For the ones that are “convertible,” here are some tactics you can use:

  • Never stop improving customer satisfaction. What your product does and how it does it is absolutely fundamental.
  • Educate users about the product. Use blog posts, videos, or quick in-app tips. 
  • Offer limited access to all newly developed features. For instance, you can allow everyone to use each new feature for five days for free. 
  • Provide excellent customer service. 
  • Offer flexible payment options. 

When looking for ideas for free products that will generate traffic, try a keyword research tool like Ahrefs’ Keywords Explorer. You can:

  1. Enter features of your product.
  2. Go to the Matching terms report.
  3. Använd Include filter with keyword modifiers pointing to tools, for example: “tool, check, checker, finder, analyzer, builder, free.” Set to “Any word.”
Keyword research for free tool ideas

To illustrate, our free website traffic checker tool generates an estimated 33.4K organic visits each month from ranking for keywords like “website traffic checker” or even “website traffic.”

Organic traffic to a free tool
Organic keywords captured by a free tool

3. Leverage SEO in content marketing

Content marketing is the process of creating and distributing content to attract and retain customers. 

If you add search engine optimization to the equation, you get a framework for creating content relevant to your business och the reader. You also get a built-in distribution engine that generates almost free traffic. 

SEO is one of the most sustainable marketing strategies because it generates passive traffic that accumulates over time and can generate traffic even years after. To put it differently, SEO results are continuous—and you don’t get that with all marketing strategies. 

SEO-resultat är kontinuerliga, medan PPC-resultat kan slås på och av

Our blog is an example of such a strategy. It brings an estimated 628K organic visits each month, worth around $860K in ad money, through regular publishing of SEO content. 

Organisk trafik till Ahrefs' blogg

How it works

SEO is generally worth it if at least one of these is true:

  1. People are searching for what you sell or do.
  2. People are searching for solutions to problems your business helps to solve. 
  3. You can give a better solution than the conventional one people are searching for.

In any case, the core of this strategy is to find relevant keywords with traffic potential. The right keywords can connect you with your target audience and create an opportunity to pitch your product. And if you’re not ranking for these keywords, your competitors will. 

The process of finding the right keywords for your website is called sökordsforskning. Here’s a quick rundown: 

  1. Go to Keywords Explorer
  2. Enter industry-related seed keywords, e.g., “seo, digital marketing, keyword, backlink”
  3. See keyword ideas in the Matching terms report 
  4. Use the filters to refine results if needed (e.g., look only for low-competition keywords or keywords with a certain minimum traffic potential)
Sökordsforskning, en snabb sammanfattning

Other elements of the SEO process are building a sound technical foundation, creating optimized content, and building links. You can learn how to start with the entire process in our beginner’s guide to SEO

4. Build a community around the product 

A user community can help your SaaS product in a number of ways:

  • It helps to make the product better through feedback. 
  • It helps to spread word of mouth about the product even if the community is exclusive. 
  • It offers added value to the user—they can learn from others in the community and network. 

Building a user community is a sustainable strategy because it leverages existing customers and can help facilitate long-term engagement with the product. 

A famous example of a community with a price tag on it is Behance, acquired by Adobe for $150M. It generates over 10M search visits each month and allows the parent company to bring the design community very close to its product. 

Organisk trafik till behance.net
Adobe's varumärke på Behance går inte att missa
Adobe’s branding on Behance is unmissable.

How it works 

In a nutshell: create a place where people can meet online, build a constant presence there, and animate the community (feature launches, discussions, polls, etc.).

For example, at Ahrefs, we offer access to our exclusive community, Ahrefs Insider, with every subscription. All we needed to start it was a regular community feature on Facebook. Now it gathers a total of 17K registered users. 

Ahrefs Insider pitch

5. Go after earned media 

Earned media is publicity gained organically from promotional efforts, like press coverage, social media mentions, and search engine rankings.

Earned media is a sustainable form of marketing for these reasons: 

  • It’s cheaper in the long run compared to advertising (sometimes even free). 
  • It’s long lasting.
  • It earns your brand awareness and credibility. 

Here’s an example that checks all three boxes. A while ago, we published a data study showing that 90.63% of content gets no traffic from Google. This article was mentioned by multiple reputable websites, including NY Times, Forbes, and main SEO blogs. All of that coverage gave us free brand exposure and backlinks. 

Ahrefs nämner i en Forbes-artikel

How it works 

Earned traffic covers a wide range of marketing tactics, so there’s no silver bullet here. Besides SEO content, which we already touched on, the tactics that are repeatable and will probably have the most impact over time are:

When vetting which site to pitch your product, story, or quote to, you can use Ahrefs’ SEO Toolbar. For instance, say you’re looking for websites that review SaaS products like yours. Just search for your competitors’ reviews in Google and look at the metrics to see which sites can send you stronger links and considerable traffic.

SEO-mått, via Ahrefs' SEO Toolbar
Sites with low DR are unlikely to boost your SEO. This site has 0 organic traffic, so you probably won’t be getting much referral traffic from it.

6. Use multi-channel marketing

Multi-channel marketing is basically about interacting with your audience using different marketing channels: social media, search, podcasts, email, etc.

Using multi-channel marketing will have the following advantages:

  • A broader reach.
  • Channels can work to support each other. For example, social media can help you to get links to websites and boost your SEO.
  • You create convenience for your audience to interact with the brand. 
  • There’s less risk, thanks to diversification. 

The idea behind this strategy is that your audience is likely scattered across various websites and social media platforms. So even if one marketing channel works exceptionally well, you probably shouldn’t drop all other channels. 

How it works

Here are some ideas on how to find the best marketing channels for your business: 

  • You can see where your competitors promote. 
  • Do keyword research to estimate organic traffic for relevant keywords (we discussed it in point #3).
  • Use audience research tools like SparkToro. Below, you can see a screenshot showing what kind of data about your audience the tool can provide.
Exempeldata från SparkToro

Furthermore, using multiple marketing channels allows you to distribute content more effectively. You can: 

  • Repurpose content into other formats and platforms.
  • Build an audience to distribute content directly (for example, grow your email list).
  • Promote the content via ads or sponsored newsletters.
  • Syndicate articles to other websites. 

Here’s an example. Our thoughts on using ChatGPT for SEO were used in a YouTube video, on our blog, and on social media. While there may be some overlap between these audiences, they are definitely not identical. So by using the multi-channel approach, we were able to get more eyes on our content. 

Artikelhuvud från Ahrefs' blogg

7. Develop a growth loop 

A growth loop is a system where new user input creates an output that drives product demand. 

To illustrate, here’s how Notion used a product feature to activate and retain users (courtesy of Foundation). 

Notion's tillväxtslinga

Growth loops are a stellar example of a sustainable marketing strategy because the whole model creates a loop. The more you grow, the more users you get, and so the more you grow. 

Furthermore, this strategy gives your marketing budget more “power” since each dollar invested in acquiring a user is also invested in the users generated via the loop. 

How it works

The simplest (but super effective) form of a growth loop is making your product outstanding. When your customers love the product and recommend it to others, you start growing on word of mouth—you acquire users you spent nothing to get. 

Hur mun till mun fungerar
Example: A user subscribing to Ahrefs based on a recommendation from a friend.

In some types of products, it’s possible to go beyond word of mouth and create a typical growth loop. It all depends on your product and your creativity. Here are a couple of levers you can pull:

  • Make it easier for users to share their work publicly like Adobe with Behance 
  • Devise a referral program like Dropbox
  • Create a marketplace for apps like Atlassian or WordPress 
  • Release an API like OpenAI
  • Encourage user-generated content like G2 
  • Allow for free product usage after creating a free account like Figma or Loom 
  • Allow users to invite others to their workspaces like Slack or Miro 

8. Offer more to expand revenue

Revenue expansion is the additional revenue you get from your existing customers through upselling, cross-selling, and add-ons. 

It’s a strategy that has proven to work for decades in multiple industries. For instance, this is why when you order a regular pizza, you’re offered to get a bigger one, get a drink with it, or add some extra ingredients. 

And here’s an example from the SaaS world. When subscribing to HubSpot, you’re offered to upgrade by increasing the limit of contacts and also to purchase add-ons.

HubSpot erbjuder merförsäljning och tillägg

According to a correlation study published by ProfitWell, SaaS subscription-based companies should aim for 20% to 30% expansion revenue in their overall revenue in order to succeed. 

Expansionsintäktsstudie från ProfitWell

You’ve probably heard that it’s better to retain a customer than to get a new one. That old business adage still holds true. According to this 2016 survey, SaaS companies spend an average of $1.16 to earn $1 on new annual contract value but only $0.27 on upsells and $0.20 on plan expansions. 

How it works

If you offer additional value to your satisfied customers, there’s a good chance those customers will be happy to buy more from you. Here are some ideas for creating value for revenue expansion:

  • Offer premium features on higher plans
  • Offer a per-seat model to cater to both small and large companies
  • Add a custom/enterprise tier for the most demanding customers
  • Offer priority support

For example, when design tool UXPin developed a way to design with production-ready components, it decided to offer that as a premium version of the product with an almost 80% higher price tag than the UXPin Standard version. 

Att uppnå expansionsintäkter genom att erbjuda en premiumprodukt

But how to know when and if your customers are willing to expand? Here are some signals: 

  • Customers often reach their usage limit. 
  • Customers express interest in additional features or higher tiers.
  • Your competitors offer a successful expansion system. 
  • You’ve got an awesome idea for a premium feature.

9. Do growth marketing (not growth hacking)

Growth marketing is the process of increasing a company’s revenue by applying an experiment-driven and integrated approach to all stages of attracting customers.

To understand this type of marketing better, let’s compare it to traditional marketing and growth hacking (the close variant I don’t recommend). 

Ett diagram över skillnaderna mellan traditionell marknadsföring, tillväxtmarknadsföring och tillväxthackning

While the obvious solution for more sales is getting more visitors, this is not always the best one. If the product lacks competitive features and if there are obstacles on the path to purchase, money spent on getting more people through the door will always lead to low conversion and high churn. This is where growth marketing comes in. 

A great example of growth-oriented thinking is LinkedIn’s Reconnect Flow. It’s a nickname for the early onboarding process where new users were asked questions about their personal experiences and offered connections to existing LinkedIn users based on that. This simple tactic engaged both new and old users. 

Another interesting growth tactic LinkedIn used in the early days was encouraging users to import their email contacts (not a common thing back then). It was enough for 7% of new users to import their contacts to increase the overall number of invitations to 30%.

How it works

The idea behind growth marketing is based on the scientific method: propose hypotheses and validate them through experimentation. In marketing, it’s known as the growth hacking cycle. 

Ett diagram över tillväxthackningscykeln

The whole cycle starts by gathering data on the buyer’s journey. Next is generating ideas on how to improve and then testing those ideas (for example through A/B testing). 

It may seem like an obvious way to do marketing. But it’s not always that easy: Some tests may be hard to perform, and discipline is required. Also, it’s always faster (but not better) to go with your gut. 

An important part of the growth mindset is the ability to analytically break down big problems into smaller pieces. This approach allows for setting more achievable goals. 

For instance, a goal to increase sales is too vague because sales rely on many factors and not all of them are controllable. Instead, growth marketers may want to discover what “moves the needle.” Depending on the product, this may be encouraging the user to perform specific actions in the product or gearing pricing and communication toward a new audience. 

Slutgiltiga tankar 

Sustainable growth doesn’t rely only on the strategies or tactics you choose. You need to give them time to work out the returns. You also need to experiment with them to see what works best for you. 

There’s a great talk by Rand Fishkin on the concept of the flywheel in marketing; how the first push is the hardest, but it builds momentum that makes things easier in the long run. Sustainable growth strategies are just like that. As you build more value into your product and your brand, you gain momentum that acts as a multiplier for every new thing you do. 

Har du frågor eller kommentarer? Pinga mig på Twitter eller Mastodont.


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About This Author, Diverse Views, + More


About This Author, Diverse Views, + More

Google is improving how it helps searchers evaluate information and discover different viewpoints.

Finding accurate and reliable information can be daunting as the internet grows and evolves.

In response to this challenge, Google is taking the initiative to provide users with new tools.

Google has announced the following updates are rolling out to search results:

  • Introducing ‘About this author’
  • Expanding ‘About this result’
  • Easier access to ‘About this result’
  • Adding diverse perspectives to Top Stories
  • Advisories for information gaps

This announcement comes ahead of International Fact-Checking Day on April 2, emphasizing the importance of information literacy and reliable sources.

About This Author Provides Author Background

Google is growing the “About this result” feature to include a new element called “About this author.”

By tapping the three dots on any search snippet, you can access more information about the background and experience of the authors whose content appears on Google Search.

Google’s announcement doesn’t specify where it gets the author’s information. I’ve contacted a Google representative for clarification and will update this article with more details.

This feature will be available on search results in English globally.

About This Result Feature Goes Global

Google’s “About this result” feature will soon be available in all languages where the search engine is accessible.

Users can tap the three dots next to search snippets to learn more about the source of information and how Google’s systems determined its usefulness.

This context can help users decide which websites to visit and which results to trust.

New Perspectives Feature Offers Diverse Views

Google is introducing a new feature called “Perspectives,” which will appear below Top Stories and display insights from various journalists, experts, and relevant voices on searched topics.

The feature aims to provide a variety of unique viewpoints on news topics, complementing the authoritative reporting already found in Top Stories.

This carousel will launch soon in English in the U.S. for desktop and mobile devices.

About This Page Becomes More Accessible

Google is making the “About this page” information easier to access.

Users can now type a URL into Google Search, and information from “About this page” will appear at the top of the search results.

The feature is now available globally in English.

Content Advisories Address Information Gaps

Google Search will automatically display content advisories when a topic is rapidly evolving, or Google’s systems lack high confidence in the quality of available results.

In the coming months, Google plans to expand these advisories to new languages, including German, French, Italian, Spanish, and Japanese.


Google’s dedication to giving people tools to judge and understand search results is important in our digital age.

By making features like “About this result,” “Perspectives,” and “About this author” better and more widespread, users can make smarter choices about what they read online.

Källa: Google

Featured Image: Screenshot from blog.google.com, March 2023. 


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