Creating Content Clusters to Drive Sales

🔖 Three companies: Gong, ClickUp, and Ahrefs — proved that content drives revenue. They shared their playbook, everyone copied (to the T!) and failed 👀. Why? Well… because they copied the content formats, but not the strategy that made them work. They spent months crafting blog posts, whitepapers, and reports—measuring success by traffic, engagement, and downloads. ❌ Only problem is: Pipeline isn’t built on downloads. And in all my years in B2B, I’ve never met a CMO who cared if a blog ranks #1 on Google—if it doesn’t move prospects through the sales funnel. Here’s what they failed to copy though: 🎯 Gong doesn’t create content just to rank—it builds data-backed insights that sales reps actively use in conversations. 🎯 ClickUp doesn’t just push out blogs—it structures content around decision-making moments, making it easier for prospects to self-educate and convert. 🎯 Ahrefs extends their content to teaching on YouTube—not just selling —which has positioned them as experts. The difference here is— their content isn’t just a lead magnet—it’s a sales tool. And that’s where most teams go wrong. Most companies assume that shifting content to drive revenue requires an entirely new strategy. It doesn’t. The easiest way to fix this disconnect is by looking at the content you already have and making it sales-driven instead of SEO-driven. 💡Start with your case studies and write them like sales enablement assets. In this case: ➡️ What problem was the customer struggling with? ➡️ What was stopping them from switching sooner? ➡️ What measurable change did they see, and how did it impact decision-making? This way, when a prospect asks, “Why should I choose you over Competitor X?”, the sales team has a direct, proof-backed story to send them. To be practical, say you’re marketing a customer support platform like Kustomer or Zendesk. A VP of Customer Success is considering a switch but is hesitant: 🫥 “We’re not sure if migrating will be worth the effort.” Instead of another feature comparison blog, create content that removes this exact hesitation. ➡️ Publish a case study titled “How [Company X] Switched From [Competitor] to Us in 30 Days Without Disrupting Support.” ➡️ Create a playbook that outlines the exact migration steps, reducing perceived risk. ➡️ Have a 1-minute video clip where a real customer says: “We thought migration would be painful, but it was seamless.” Now, when your sales team hears "I'm worried about migration", they don’t just say, “It’s easy, trust us.” 😪🫤 They send the case study, the playbook, and the customer testimonial—backed by real examples. This is how content moves from “something nice to have” to a direct revenue driver. 🗣️ It’s not rocket science (for real) — all you have to do is simply create content that fits directly into your sales cycle (and not keywords).

Most companies don't need more content. They need better, more strategic, value-driven content. 🚀 👉 Copying your competitors? It only adds to the noise — it doesn’t differentiate you, and it definitely doesn’t drive pipeline. Here’s what to do instead if you're serious about scaling content the smart way: → Audit your existing content — identify what's driving outcomes (not just traffic). → Align your strategy with your Sales, Product, Success, and Support teams — integrate real customer feedback into your content plan. → Map your content to the full buyer journey — awareness → consideration → decision → expansion. → Focus on intent over volume — not every high-volume keyword matters to your funnel. → Identify opportunity gaps where you can genuinely add value, not just "rank." → Build content clusters around your core solutions to strengthen topical authority. → Refresh and optimize existing content regularly to keep it aligned with evolving customer needs. → Treat SEO as a distribution channel, not a content strategy. → Prioritize formats that match intent — blogs, webinars, guides, comparison pages, customer stories. → Measure what matters: influenced pipeline, sales velocity impact, time-to-value reduction — not vanity metrics. Content marketing isn’t about churning out more. It’s about building a real growth engine — one piece of strategic content at a time. Need help turning your content into a revenue-generating machine? Drop me a DM and let's get talking! 👋 #contentmarketing #b2bsaas #b2bmarketing #saasmarketing #seostrategy #b2bcontent

Want better rankings? Stop publishing random content. Too many SaaS brands treat SEO like a blog factory—pumping out isolated posts with no real strategy. But Google rewards authority, not one-off articles. The solution? Topic Clusters. Instead of scattered content, build a structured ecosystem around core SaaS topics: 👉 Pillar Content (broad, high-level): 📌 Example: “Customer Support Software” 👉 Cluster Content (deep dives into subtopics): ✔️ “Best Practices for Customer Support Automation” ✔️ “How to Improve Customer Satisfaction on Support Calls” ✔️ “Integrating Chatbots into Customer Support” Why does this work? 🔹 Boosts search rankings by signaling expertise to Google 🔹 Strengthens internal linking for better UX and SEO 🔹 Establishes trust and authority with potential buyers Great SEO isn’t just about writing—it’s about owning the conversation. Build a topic cluster, and your rankings (and pipeline) will follow. 

Content clustering is SEO survival. Here is why (& how to do it)👇 Google’s been doubling down on real, authentic topical authority. It no longer cares about a single “ultimate guide.” It wants to see an ecosystem: interlinked content that proves you actually own a subject. When you cluster and link properly, you: ✅ Build authority: Google sees your site as the hub, not just a series of one-off articles. ✅ Guide readers: People don’t get lost in rabbit holes and follow a clear path. ✅ Organized chaos: Your links are tidy, intentional, and context-driven. 👉👉👉👉👉👉 And the REAL money maker: You boost conversions because traffic funnels up to the high-intent, money pages that actually MATTER. Trying to have a high-performing linking routine is nearly impossible without content clusters. It is too messy. This is the linking structure I used to increase CVR & traffic for the past 7 years. I know it looks like a headache (and it definitely can be - anyone who says otherwise is lying) but.. Planning your links in this pathway will save you time later on. How? When you know what articles you will be linking to, you can: - Include them in your brief or prompt - Prepare anchor text even if your content is published yet - Link more quickly without any rewriting necessary ❌ CAVEAT: Content clusters won’t always be this neat & tidy with TOFU, MOFU, BOFU in these positions. Things overlap. Paths are a little chaotic. And that’s okay. The point isn’t perfection. It’s logic. So, focus FIRST on logical topics, respective sub-topics, and logical pathways for humans and search engines (notice I said humans first 😉). Thoughts? PS. I'll do a detailed post on how to build clusters from scratch & for existing content next week so leave your questions on this below!

Hey Marketing, this is the reason why your content is 𝗻𝗼𝘁 𝘀𝗵𝗼𝘄𝗶𝗻𝗴 𝗥𝗢𝗜. If your content isn’t driving sales conversations and closing deals, it’s likely because it is collecting dust (vanity metrics) and you are not helping your sales team to use your content effectively. Let’s fix that. Here’s what you can do: ✅ Align content with sales conversations Work with your sales team to uncover common objections and decision-making moments. If customers hesitate because of a specific concern, create content to address it. If a certain insight helps close deals, make it a part of your messaging. ✅ Make content easily accessible If your sales reps can’t find it, they won’t use it. Store sales-focused content in your CRM, sales engagement platform, or a dedicated content library. And don’t just assume they’ll know where to look - remind them regularly. ✅ Encourage personalized video outreach A short, authentic video message via LinkedIn or email builds trust faster than a generic email. Help your sales team get comfortable using video for outreach. ✅ Turn high-performing content into sales assets Repurpose top-performing blog posts, webinars, and case studies into sales decks, battle cards, and explainer content that directly supports the sales process. ✅ Track the impact on sales Look beyond clicks. Reverse engineer closed deals to see what content your buyers engaged with. AI and CRM data can help identify patterns that reveal what content truly drives revenue. Sales and marketing need to work together to turn content into a revenue driver - not just a branding tool. Is your content actively helping your sales team? Let’s talk about it.