Summary of Mapping Your Purchase Journey to Content and Keywords for B2B SaaS: John-Henry (Growth Plays)

00:00:00 - 00:55:00

In this video, John-Henry (Growth Plays) discusses how to map your purchase journey to content and keywords for B2B SaaS. He recommends using long-form buyer's guides instead of shorter versus pages, and recommends testing different formats to see which works best for your brand. He also recommends focusing on the SERP (Search Engine Results Page) when ranking your content.

• 00:00:00 John Henry from Growth Plays discusses the concept of product-led growth, which is a different sales model than traditional top-down sales. Product-led growth focuses on building and delivering quality products that users want and need, which will naturally generate sales. Henry provides an example of how product-led growth works in practice with Slack, a collaborative software application.
• 00:05:00 The video discusses the different types of SEO, including content-led SEO and product-led SEO. Content-led SEO is a function of content marketing, which is aimed at driving traffic to a website and converting it into leads and customers. Product-led SEO is a function of the product itself, and is designed to drive traffic and conversions through high volumes of content.
• 00:10:00 This video discusses how to map your purchase journey to keywords and content for B2B SaaS. The video provides an example of how to do this with a case study of a product called "Dachshunds."
• 00:15:00 The video discusses how to map the purchase journey to content and keywords for B2B SaaS, focusing on how to create content that is relevant to the buyer and will resonate with them. It also discusses how to perform a fresh competitive analysis and use strong product CTAs (call-to-actions) to capture leads at the bottom of the funnel.
• 00:20:00 The video discusses how to map your purchase journey to content and keywords for B2B SaaS. It provides examples of pages from Stripe, Servicenow, Jira, and WP Engine that detail their different products and services. The author also recommends using chat to reduce friction during the sales cycle.
• 00:25:00 In this video, John-Henry (Growth Plays) discusses how to map your purchase journey to content and keywords for B2B SaaS. He recommends using long-form buyer's guides instead of shorter versus pages, and recommends testing different formats to see which works best for your brand. He also recommends focusing on the SERP (Search Engine Results Page) when ranking your content.
• 00:30:00 This video is about mapping your purchase journey to content and keywords for B2B SaaS. John-Henry (Growth Plays) says that unless you're giving out a free version of your product, you typically want to be creating comprehensive content that helps people understand the market and the capabilities of your product. He also recommends using these pages to take visitors from what does the category do and why does that matter to how do I get started with your product. Finally, he advises using the what is category pages protocol to make a page that answers the lizard brain question of just what is it.
• 00:35:00 The speaker provides advice on mapping purchase journeys, identifying key topics and keywords, and prioritizing content. He recommends starting with topics that are most relevant to the business and then expanding outward from there. Finally, he stresses the importance of tailoring content to target and engage customers on their preferred platforms.
• 00:40:00 John-Henry discusses the importance of content and keywords for B2B SaaS businesses, emphasizing that pages should be easily findable and not hidden. He advises companies against relying too heavily on the topic cluster model of SEO and recommends instead driving new traffic and buyers to relevant pages.
• 00:45:00 John-Henry discusses how he recommends updating your purchase journey and key keywords for B2B SaaS content, highlighting that it's important to meet clients on their own terms and use language that the consumer would understand. He also discusses how to get buy-in for these pages, noting that it can often be difficult to sell the idea to executives.
• 00:50:00 John-Henry discusses how to approach mapping your purchase journey to content and keywords for B2B SaaS. He suggests using schema for product comparisons and versus pages, and recommends using customer testimonials and switching reviews as ways to add additional differentiation to your content.
• 00:55:00 John-Henry (Growth Plays) explains how to map your purchase journey to content and keywords for B2B SaaS. He notes that while schema is important, focusing more on rich snippets is the better advice. Bernard (the interviewer) thanks John-Henry for his time and wishes him luck in the future.