The Content Marketing Institute’s 2018 B2B Content Marketing Benchmark revealed that…

Only 39% of content marketers document a working content strategy, while just 42% of them try to understand the content buyers need. 

Are you one in any of those odd numbers? 

You shouldn’t. 

That alone is why most SaaS or B2B content marketing don’t produce results. 

But, if you’ve ever doubted the importance of having a defined strategy to guide your SaaS or B2B content marketing efforts; then, Grammarly’s results from it will shock you. 

I’m sure you will because I, too, was shocked when I asked:

How much of Grammarly’s content strategy contributed to it reaching a market valuation of $1.3 billion, as of 2017 and millions of users?

The answer I found?

A lot. 

So, in this article, you’ll discover: 

  • How much traffic Grammarly’s content strategy drives/month (it’s in double-figure millions and very targeted).
  • How it played a significant role in the company reaching 20M+ daily active users. 
  • How the company’s content strategy powers its social and paid acquisition tactics.
  • Bonus (free checklist to replicate Grammarly’s fantastic content promotion tactics)

Are you looking for ways to create or scale your SaaS or B2B content strategy, so you can get more leads and boost sales?

Then, sight tight, cuzzzz you gon love this one. 

Sounds good? Let’s do this. 

How Much Traffic Grammarly’s Content Strategy Drives/Month

According to estimates by SimilarWeb, Grammarly gets over 41 million unique visits/month. 

Grammarly's content strategy
Source: SimilarWeb.

A whopping 26.4% of that comes from search with about 85% of all search traffic being organic.

Grammarly's content strategy
Source: SimilarWeb

Which reveals two things:

  • One: Those are visits from people already in need of their solution. 
  • Two: Relevance and scale. I did the math (41 million*26.4%). 

The result? 

About 10.66 million prospective customer visits/month. 

Capturing product interests, and doing it at scale, are critical to the lifeblood of any SaaS or B2B business.

Lemme tell you why they’re so important. 

Currently, SaaS and Saturated have become identical words. According to Chief Martec, there were over 7,000 of them as of 2018. 

B2B SaaS tech landscape
Source: Chiefmartec

More must have joined that party in 2019. 

Many have died off, too. 

For those who survive, like Grammarly has, something is common among them. 

Wanna know that common thing?

It is the thoughtful creation and distribution of relevant content pieces. 

And, of course, engineered by a proactive content strategy. 

Sorry. 

When it comes to content marketing, which generates 3X more leads than PPC and should be the engine room of all your marketing efforts, not just any strategy will suffice. 

What would work?

A content strategy tailored to the needs and interests of your customers and prospects, which also supports your business goals. 

Yup. 

You heard me right. You can’t just copy and paste what everybody is doing because every business case differs. 

However, you can look at other high-performing companies for insights and ideas for powering yours. 

Like Grammarly, they use what I call a content topic clusters’ strategy.

Ya. That’s what Grammarly leans on to capture interests of people who are likely to use their software and at scale, as per my investigation. 

How so?

Well, since that’s the same reason why they have an incredible amount of daily active users, let’s just jump straight into that. 

How Grammarly’s Content Strategy Helped to Drive 20M+ Daily Active Users

Before we delve in, what’s even this content topic clusters strategy, which Grammarly uses?

Excellent question. 

In a nutshell, it involves bundling content pieces into relevant clusters under relevant topics. 

Content clusters grew in prominence with the introduction of SEO topic clusters in 2017

Lemme use an example to explain how it works. 

If you had a B2B SaaS tool for facilitating LinkedIn marketing and wanted to develop a content strategy targeting the interests of your prospects, a content topic clusters strategy would look like this:

content topic clusters strategy
Source: Victoreduoh.com

In the scenario above, the cluster would contain contents to address both informational and transactional customer queries. 

Then, they’ll be linked together to achieve context and improve user experience with some lead magnets between them.  

This process is only logical, considering that research revealed that 47% of B2B buyers read 3-5 content pieces before activating any sales talks. 

Related reading: How to create a B2B or SaaS content topic clusters’ strategy.

Hence, by clustering and linking related content pieces together, user experience improves because prospects who find one content piece can easily click through to a related one. 

That’s exactly what Grammarly does. The screenshot below shows how they do it in real life:

Grammarly's content strategy
Source: Grammarly’s Blog.

As you can see, the blog post, “5 Essential Writing Tools For All Writers,” has links to relevant related articles, providing more value to the reader and pulling them further into Grammarly’s sales funnel. 

Let’s now narrow down to some specifics on Grammarly’s use case of its content strategy 

The company has over 2,100 content pieces on its blog page alone.

For a SaaS product used by both B2Cs and B2Bs, if these content pieces were just written and thrown here and there, they’ll be scattered and difficult to target which ones go to their different audiences.

Worst off, it’ll prove difficult for prospects to discover them, as there would be inconsistent links for structuring related content pieces to form clusters under the same topic. 

Grammarly knows that. 

That’s why you shouldn’t let that volume (over 2,100 content pieces) confuse you. 

Volume is, of course, critical when necessary, but it isn’t the only force behind Grammarly’s content marketing success. 

The company achieves success by first having a content topic cluster strategy in place to bundle the contents they create and promote to specific interests (and pain points) of audiences the company targets.

These include students, marketers (content marketers, editors, copywriters), and businesses (with the logic that internal communications are more effective when the right words are used). 

According to top marketing pro, Aaron Agius, of Louder Online:

By learning about the values, desires, and pain points of their audience…

The content team at Grammarly has consistently produced superb actionable articles to boost engagement and remain visible.”

Aaron Agius.

It’s why over 84% of Grammarly’s entire organic traffic are unbranded searches, meaning these searches came from people who didn’t have the company in mind when they began researching. 

content strategy
Source: Semrush.

And that’s helped them achieve the holy grail of growing any B2B or SaaS business: Getting consistent traffic from new prospects organically.  

Why so?

As long as people search online for solutions to the problems you solve; then, even you too can acquire prospects organically and turn them into customers through a content marketing strategy that suits your business. 

Why do I believe so? 

Status Labs’ study found that 90% of online searches for products or services started online, and these were by people who didn’t have any brand in mind when they began researching.  

Status Labs’ research was interesting because it revealed that:

  • The majority of people researching for solutions like yours (SaaS and B2B) start online. 
  • And when they search, they’re more interested in knowing how to solve their problems and don’t have any brand in mind. 

Hence, any company’s website having contents with the most valuable information stands at the forefront of pulling them into their sales funnels. 

Something Grammarly’s content strategy does excellently, powering the company to reach over 20 million daily active users. 

The steps they used to achieve it are:

  • As more people continue searching for tips to overcome their writing blunders, Grammarly’s contents continue to bring in more traffic: 
Grammarly's content strategy
Source: UbberSuggest.
  • This ever-increasing traffic is apparent if you look at the top pages driving the most traffic for the company: Content pieces targeting people’s writing challenges:
Grammarly's content strategy
Source: UbberSuggest.
  • As the volume of web visitors increases, the company gathers more keywords to create contents. Thus, new organic keywords to create new clusters grows steadily: 
Grammarly's content strategy
Source: UbberSuggest.

Wondering how they turn those visits into millions of users?

Firstly, these content pieces focus exclusively on providing the best information to help visitors overcome their writing pains.

And that’s paramount. 

In content marketing, it’s best (and you can always win) if you always concentrated on adding value with your contents.

Then, while doing so, as Grammarly does, you invite readers to take action on that problem, which is where your product/service comes in:  

Grammarly's content strategy
Source: Grammarly’s Blog

Finally, at the end of each content piece, you can then make the invitation to try out your product or service more glaring. Then, take it further by linking related cluster content pieces under the same topic a visitor just read a content piece on. 

Again, it’s exactly what Grammarly does. 

Grammarly's content strategy
Source: Grammarly’s Blog

This way, as readers navigate to other content pieces, they gather more information about what prospects really want, creating a system that improves its content marketing by itself.  

The company’s Co-Founder confirmed the above steps in a podcast with Growth Everywhere, when he said:

At Grammarly, “content marketing is an instantaneous feedback loop.” 

Max Lytvyn – Grammarly’s Growth Marketer.

Adding to that, the company’s social media manager also emphasized the fantastic role organic content plays in driving Grammarly’s Growth. 

In an interview with Contently, she said:

Our main metric is organic engagement ratio (engagement total divided by organic reach) though we sometimes look at total reach when relevant.”

Kimberly Joki – Grammarly’s Social Media Manager.

Hence, you can see that Grammarly relies heavily on its content marketing strategy to not only grow its business but retain existing customers, reaching over 20 million daily users in the process in just 10 years

In case you’re asking, isn’t social media, paid acquisition, and the fact that they offer a free version of their tool more responsible for Grammarly’s growth?

You’ll be wrong. 

The company’s content strategy also powers those channels, as you’ll now see below. 

How Grammarly’s Content Strategy Powers Its Social and Paid Acquisition Tactics.

First things first, how do you come up with inspiration and ideas for your social media posts and ad campaigns?

For most B2B and SaaS brands, they push banner ads, repeatedly project their product features, or blab about how they trump the competition. 

Does that help your target audiences overcome their hurdles and achieve their goals (things that pull them to you)? 

No!

That’s why even when you get so many views or click-throughs, your important conversion metrics are still crickets. 

How to do it better? 

Do it as Grammarly does it. 

Through its many relevant content pieces, which have been structured with a content topic clusters strategy that bundles and links related contents

…they get a better understanding of the writing challenges of people across different geographic regions, based on readership. 

That alone yields information about what posts they should make for their different social media channels. 

As a result, the company gets thousands upon thousands of engagements and shares across all social media channels. 

Grammarly's content strategy
Source: BuzzSumo.

As you see above, the reason why they get thousands of social engagements is because of the relevance of the contents they share.

Where those contents come from?

Their overall content strategy!

That isn’t all.

It’s also by having the right content strategy in place that Grammarly oil its paid acquisition campaign engines. 

I know this because before I signed up for a paid account with them, the display ads I received from Grammarly were very targeted and unique to my goals: creating better content marketing pieces for B2Bs. 

Being a marketer myself and having documented the content topic clusters’ strategy, these are the steps Grammarly uses content marketing to deliver ads that are more likely to convert: 

  • Create and publish contents targeting people’s writing challenges. 
  • Bundle related contents in clusters under a topic. 
  • Link them together for informational and transactional queries. 
  • Study how readers consume these content pieces and how they proceed to related contents. 
  • Create custom audiences on Facebook (or goals in Google Analytics), including visitors that read specific content pieces. 
  • Target these audiences with relevant ads that are very specific to their writing challenges, showing how Grammarly can make them become better writers and communicators. 

As you can see below, each of Grammarly’s text display ads targets specific audiences, even though they still address the same pain point of writing more effectively. 

Grammarly's paid acquisition
Source: Semrush.

And that’s why display ads alone account for about 5.22% of Grammarly’s overall 41 million uniques (that’s more than 2.4 million/month warm prospects going back to check the tool out). 

Grammarly's paid acquisition
Source: SimilarWeb.

You can also see this in the company’s YouTube’s ads, where some get tens of millions of views and engagements. 

Grammarly's content strategy
Source: YouTube.

Look closely and you’ll notice that the videos having the most number of views are the ones direct from the content pieces on their blog.

The secret?

Simple. 

These ads were relevant. 

How? 

Grammarly pushed them to people who had enjoyed one or two or three or more of their content pieces, showing them inspirational stories around overcoming their writing challenges. 

And that should be your key takeaway.

Always target the interests, pain points, challenges, and goals of your prospects and existing customers.

B2B and SaaS is an industry in which you can survive by just having 1,000 loyal customers paying you monthly subscriptions.

Hence, ensure you have a content strategy in place to produce and promote content pieces that keep them successful and they could forever remain loyal to your brand.

That way, you’ll also be building a community that’s far more valuable than your tool, which ensures your churn rate remains negligible.

Make sense?

Good.

My Conclusion from Grammarly’s Content Strategy.

Concentrate on the creation and promotion of content pieces that help your prospects and existing customers become better.

Specifically, target their interests and pain points.

Don’t sell.

Then, group these content pieces and link them into content topic clusters, as that would improve the user experience by providing more value per web visitor.

Based on how readers consume your contents, create audiences of people that visit specific content pieces. Use these to inform your paid acquisition efforts.

Finally, even when you move to paid acquisition tactics, still keep the messaging around their interests, pain points, and goals.

Which means always looking back to observe how your contents are performing.

So, is your B2B or SaaS content strategy performing?

Are you getting results (leads and sales) from your content marketing efforts?

I’m here, let’s talk about it…

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Published by Victor Eduoh

- a B2B & SaaS content strategist & research analyst: Skills he combines to coin words that get leads & sales to grow businesses.

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