Got over 10,000 blog traffic?
Spend 5 minutes applying this little-known trick to get 10-100 more leads from your content every month.
(It’s NOT popups!)
Hey, SaaS builder 👋
Invested in content marketing and got (decent) traffic?
That’s great! However…
It didn’t come with the kind of lead, user, and MRR increase you’d expect, eh?
Well, I’ve got a quick fix for that.
And in this article, I’m going to give it to you.
This secret trick is part of the reason why I’m able to get crazy conversion rates on my articles:
The highlighted articles are mine. Check the column marked with red color.
But first, can you and I speak sincerely?
This isn’t a fix-everything kind of thing…
Because the reason why your content isn’t delivering MRR runs deep.
There are TWO MAIN PROBLEMS why your content isn’t growing your MRR
I’ve worked with lots of SaaS companies.
Fixing the mess their SEO/content agencies have left on their blog.
And it always comes down to ONE of TWO reasons why their content isn’t driving MRR.
Problem #1: The keywords don’t have high buying intent
SEO/content agencies don’t like going after keywords with high buying intent…
And the reason is simple: they have a low search volume.
When SaaS companies negotiate a content project, it’s on everyone’s mind that, yes, the goal is to get more customers. However, because of the way content projects are typically negotiated, that is NEVER the main objective.
And I believe the problem is in unspecific instructions that leave you vulnerable to getting bait & switched. Here’s how it happens:
The agency then goes and does, in fact, write relevant articles around your software. But no one said the articles don’t have to be high-level, unspecific pieces like:
- 5 reasons why your company needs a CRM.
- What is a CRM?
- Can you eat a CRM?
- How to get more customers in 2023.
If you’re a CRM company, are these pieces relevant? Yes, they are.
Do they get traffic? Yes, they do!
But do they attract sophisticated buyers looking to actually buy a CRM for their company? No. That’s a hard no.
I don’t know anyone with any decent budget to spend on a CRM that would google or read those articles. No one that you want as a customer anyway.
In the end, the content agency did increase your traffic. And it’s relevant traffic too. But high-quality? Well, I’m not sure anyone even knows what that means, and just like lawyers interpreting the law to bend it in their favor, they just explain high-quality traffic in a way that makes them come out on top. For agencies, the explanation might very well be “human visitors, and not bots”.
The bottom line is this:
Keywords high in buying intent are left untouched because it’s not in the agency’s best interest to write them.
And you get traffic, but no users.
Problem #2: The content isn’t engaging
“It’s better not to rank at all than to rank first page with bad content.”
Here’s a little story that gave me this realization.
I recently had a call with a CMO of a SaaS making $10M per year.
They had various content agencies write over 320 articles on every imaginable topic in their industry: Augmented Reality for eCommerce stores. A relatively small & complex industry, you could say. The topics here required real thought leadership: lots of original thought from innovative engineers and marketers.
Now I also know that this particular company was paying pennies for the content.
And were even proud of it.
The content agency that they hired is, shockingly, also a business that wants to have as much profit at the end of the month as possible. And at the price point, they weren’t willing to pay high-quality writers or invest more than 2-3 hours into no one article. It would just eat into their margins.
They were incentivized by writing quantity.
And the quality? Pff, who cares as long as they deliver traffic—
And deliver they did.
Because the Augmented Reality industry is in its infancy, no competitor yet wrote articles on the topic at this level of scale. This means that a lot of these fluff articles actually ranked well, and the company was getting well over 50,000 visitors.
And with it came 50 leads every month.
However, out of those 50 leads, one, ONE measly lead was even worth talking to.
The rest were dropshippers with desperate little eCom stores on the verge of bankruptcy. The quality of leads was so low because when sophisticated buyers—like CMOs and marketing managers of huge, well-established stores, with decades of experience under the belt—landed on those articles, saw bland content full of fluff, genericness, lacking originality or insight; and content that was wholly unspecific and unengaging, written with a horrible flow and odd writing style…
These sophisticated prospects bounced the fuck away from their website faster than Tigger from Winnie the Pooh.
And all that was left were low-quality buyers that wanted to pay minimums but expected premiums.
In the case of this company, articles ranking on the first page actually lost them sales, and left a lasting negative impression on the visitors which can be extremely dangerous in such a small market.
Maybe you too have one of these problems.
It doesn’t really matter because in any case, I don’t recommend you re-doing anything at this point: no rewriting the content, no reoptimizing for different keywords. Although it might be a necessity down the line, it’s not something you should do without the supervision of a content marketing expert specialized in high buying intent content (like yours truly).
For now, to get the most out of your articles, the best thing to do is this one little optimization trick.
Super Secret Trick: The Slanted Paragraph CTA
This technique doesn’t require any advanced writing skills. In fact, it may look a bit too simple.
But, hear me out.
The Slanted Paragraph CTA is a short, one-paragraph pitch for your software placed right at the bottom of the intro, before the first meaty section of your article.
Here’s an example from Applause vs Rainforest: Crowdtesting Guide
This is something I do with all my articles.
And the reason is simple.
It freaking works: this single CTA has outperformed every blog CRO test me and my colleagues have ever run.
But why is that?
Three deeply psychological reasons why The Slanted Paragraph is the highest-converting CTA you can have on your blog.
You’re not getting sales because your buyers are better at buying than you are at selling.
Your CTAs raise red flags; the slanted paragraph doesn’t
Reason #1: Slanted Paragraph CTA doesn’t trigger ad blindness
Did you know that good little consumers like you and me see between 6,000 and 10,000 ads every day? [*]
And that 99% of those ads aren’t relevant to us. So our brains have adapted to this insane bombardment with irrelevant information by becoming exceptional at filtering everything that looks even remotely like an ad. It’s a psychological phenomenon called ad blindness.
When a SaaS adds colorful CTAs like this in their articles:
Or perhaps even this:
THEY TRIGGERIN’ AD BLINDNESS LIKE IT’S NO ONE’S BUSINESS.
It’s so obviously not part of the main content. It’s so obviously a pitch. Might even be a good pitch. But a pitch, nevertheless. And your subconscious doesn’t care. Mine doesn’t either. And when our prospects come to this colorful box, they immediately skip it to find the next part of the text that looks like what they’ve just been reading.
And one thing that looks like that, is a slanted paragraph.
It looks very much like the content that is supposed to be read as part of the article.
For example, imagine listening to a radio talk show. It’s lively, people are laughing and having fun. Then, with the same energy, the host segues into a sponsorship: “hahaha, what a perfect time to mention today’s sponsor: BlueChew” — *laughter still booming from the background*.
If you’ve been tuned in, even though this is an ad, it still penetrates into your mind because it sounds just like the content your brain was enjoying only a second ago.
Reason #2: Slanted Paragraph CTA doesn’t ask for a context switch
Most SaaS companies place their product pitches in the middle of the content when the reader is engaged in thought.
Now that’s a big ask — asking the person to stop reading and thinking and switch their attention to something else. Their curiosity loop is still open. And we HATE leaving stuff unfini____
Remember the last time you were engaged with a book and an outside distraction forced you to stop in the middle of an interesting chapter? I always get queasy.
Now don’t get me wrong, referring to your SaaS in the middle of the content can be the right move. For example, if you’re talking about a how-to step and your product seamlessly ties into the conversation. In that case, the curiosity loop extends to the person trying out your product themselves.
In addition to that, I highly suggest placing the CTA in the intro, when the reader isn’t deeply engaged in thought just yet.
Sure, they might have the desire and intention to read the article, but that desire can easily be shifted to trying the solution instead of reading about it.
Reason #3: Slanted Paragraph CTA gets a lot of eyeballs
People drop off very fast when reading blog posts.
Unless they are skim reading, most readers will only read the top quarter of the post and then drop off fast after that. Arguably, the most read section, then, is the one at the very top — the intro. And so if the intro gets the most eyeballs… placing the CTA there will also get the CTA the most eyeballs.
And more eyeballs = more conversions.
Here’s how to write The Slanted Paragraph CTA
The thing about persuasive power in copywriting is that it shouldn’t get out of hand.
I’ll show you how to tame it into a perfectly tuned slanted paragraph with some actual examples 🤠
Writing CTAs is the domain of copywriting.
As such, the more persuasive elements you can use in your writing, the better your slanted paragraph.
Before I recap what those persuasive elements are, let me show you a few more examples of real Slanted Paragraph CTAs in action.
Notice how variable these are.
And all of them work.
So there’s no need to feel anxious about whether you’ve written the slanted paragraph “right”.
If you’ve called out something your prospects generally care about… and if you gave them a good reason to care about your product… and a simple link at the end… Then your Slanted Paragraph CTA is good to go.
Now as promised, here are a few persuasive elements you can add to your CTA:
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Now it’s your turn—
✨ Go little rockstar! ✨
Make an A/B test today. It doesn’t cost you anything.
You’ll be surprised how ridiculously efficient a simple paragraph turns out to be.
I’ve shown you plenty of examples above.
Take one and rewrite it for your SaaS.
[You can do it in this box below! See, I’m removing as many barriers for you as possible.]
Then open Google Analytics and find your top 10 most popular blog posts. Put the slanted paragraph right at the end of the intro, and see your conversions increase overnight.
(Assuming you have analytics & tracking set up.)
Peace, love, and rock & roll ✌
P.S. Do you value sales-focused content marketing where the #1 goal is getting REAL USERS and not just traffic? Boy, do I have a great offer for you. I’ve put some time aside in my calendar this week to help you find YOUR REAL REASONS why your content is driving MRR so slowly… and how you can get more ideal users faster. Go ahead and book some time with me here: https://calendly.com/21writers/meeting.
And don’t get your guards up because this is just a 15-minute coffee chat for shooting the shit. In fact, I don’t have an ounce of face-to-face salesmanship qualities in me, and would probably need 3 hours to sell a bottle of water to a guy dying of thirst in Sahara. I’m just a bottom-of-the-funnel writer. I like to write stuff. Is what am good at.
P.S.S. You can also add a Slanted Paragraph to the bottom of the article like this, for your most engaged prospects 😉