"𝗪𝗲 𝗻𝗲𝗲𝗱 𝗺𝗼𝗿𝗲 𝘁𝗿𝗮𝗳𝗳𝗶𝗰.”

image from Pixabay

Maybe. But before you spend another dollar,

ask this one question:

𝗧𝗿𝗮𝗳𝗳𝗶𝗰 𝗳𝗿𝗼𝗺 𝘄𝗵𝗲𝗿𝗲?

Because 10,000 visitors who don’t need your product aren’t necessarily

better than 100 people actively looking for the problem you solve.

Imagine you’re selling software for construction companies.

Your customer may not search:

“𝗖𝗼𝗻𝘀𝘁𝗿𝘂𝗰𝘁𝗶𝗼𝗻 𝗺𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁 𝗦𝗮𝗮𝗦.”

They might search:

“𝗛𝗼𝘄 𝗱𝗼 𝗜 𝘁𝗿𝗮𝗰𝗸 𝗰𝗼𝗻𝘀𝘁𝗿𝘂𝗰𝘁𝗶𝗼𝗻 𝗽𝗿𝗼𝗷𝗲𝗰𝘁𝘀 𝗮𝗰𝗿𝗼𝘀𝘀 𝗺𝘂𝗹𝘁𝗶𝗽𝗹𝗲 𝘀𝗶𝘁𝗲𝘀?”

Those are two completely different discovery opportunities.

The first is a 𝗰𝗮𝘁𝗲𝗴𝗼𝗿𝘆 𝘀𝗲𝗮𝗿𝗰𝗵.

While

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The second is a 𝗽𝗿𝗼𝗯𝗹𝗲𝗺 𝘀𝗲𝗮𝗿𝗰𝗵.

And the problem search gives you a much stronger clue about the situation your potential customer is in.

That’s where I think a lot of SaaS content strategies go wrong.

Companies start with:

“What keywords should we target?”

Instead, I would start with:

𝗪𝗵𝗮𝘁 𝗽𝗿𝗼𝗯𝗹𝗲𝗺 𝘁𝗿𝗶𝗴𝗴𝗲𝗿𝘀 𝘁𝗵𝗲 𝘀𝗲𝗮𝗿𝗰𝗵?

𝗪𝗵𝗮𝘁 𝗾𝘂𝗲𝘀𝘁𝗶𝗼𝗻 𝗰𝗼𝗺𝗲𝘀 𝗶𝗺𝗺𝗲𝗱𝗶𝗮𝘁𝗲𝗹𝘆 𝗯𝗲𝗳𝗼𝗿𝗲 𝗶𝘁?

𝗪𝗵𝗮𝘁 𝗮𝗹𝘁𝗲𝗿𝗻𝗮𝘁𝗶𝘃𝗲𝘀 𝗮𝗿𝗲 𝘁𝗵𝗲𝘆 𝗰𝗼𝗻𝘀𝗶𝗱𝗲𝗿𝗶𝗻𝗴?

𝗪𝗵𝗼 𝗼𝗿 𝘄𝗵𝗮𝘁 𝗱𝗼 𝘁𝗵𝗲𝘆 𝗮𝘀𝗸 𝗳𝗼𝗿 𝗮𝗱𝘃𝗶𝗰𝗲?

𝗪𝗵𝗲𝗿𝗲 𝗱𝗼 𝘁𝗵𝗲𝘆 𝗴𝗼 𝗻𝗲𝘅𝘁?

𝗪𝗵𝗮𝘁 𝗻𝗲𝗲𝗱𝘀 𝘁𝗼 𝗵𝗮𝗽𝗽𝗲𝗻 𝗯𝗲𝗳𝗼𝗿𝗲 𝘁𝗵𝗲𝘆 𝘁𝗿𝘂𝘀𝘁 𝗮 𝘀𝗼𝗹𝘂𝘁𝗶𝗼𝗻 𝗲𝗻𝗼𝘂𝗴𝗵 𝘁𝗼 𝘀𝗶𝗴𝗻 𝘂𝗽?

So before you publish another 30 pieces of content or increase your traffic budget, map this:

𝗣𝗿𝗼𝗯𝗹𝗲𝗺 → 𝗤𝘂𝗲𝘀𝘁𝗶𝗼𝗻 → 𝗦𝗲𝗮𝗿𝗰𝗵 → 𝗔𝗹𝘁𝗲𝗿𝗻𝗮𝘁𝗶𝘃𝗲𝘀 → 𝗦𝗼𝘂𝗿𝗰𝗲𝘀 → 𝗡𝗲𝘅𝘁 𝗮𝗰𝘁𝗶𝗼𝗻

If you can’t clearly map that journey, you may not have a traffic problem.

You may have a discovery problem.