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2025-01-16 | Time to read: 3 minutes
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Author: Usman Akram

There are 4 elements that make or break an SEO content strategy (for B2B companies):

  • Search demand
  • Customer insights
  • Product positioning
  • Competitive advantage

4 elements that make or break an SEO content strategy

With any part of this equation missing, your content wouldn’t reach its full potential and your project wouldn’t be a success.

On a graph, we can plot the presence/absence of multiple of these factors and turn it into 4 quadrants.

Let’s look at a few scenarios in detail:

Quadrant 1: Content with decent search demand and customer insights

The content is attracting search visitors as the topic has decent search demand. Also, the content is customer-relevant too so you can move that audience down the funnel.

However, since the content fails to showcase the strength of the product, it’d be hard to influence the visitors to choose your product over other competitors or even consider it at all.

You’re not giving your readers a reason to pick your product over others.

Quadrant 2: Content with high search demand, driven by a competitive advantage

Your content drives substantial search traffic, however, it's disconnected from your product and does not target your ICP.

You’ve cracked the art of outpacing competitors in the traffic game, but the numbers don’t translate to business results.

An example would be companies driving traffic from programmatic content focused on extremely high-level topics.

Quadrant 3: Customer-centric content with solid product positioning

This is possibly the highest quality of content on the spectrum.

Your content is relevant to your targeted customers, and you’ve nailed the art of plugging your product too.

The challenge however is the traffic volume now. If your researched topics are disconnected from search volume, they’ll never reach anyone (from search as a medium) regardless of how good it is.

It's like having invented a pill that cures incurable diseases but you can’t tell anyone about it.

Quadrant 4: Product-focused content, with a competitive edge

The content is highly concentrated on the problems your product solves and there’s some level of competitive dominance involved too.

But due to the lack of search demand and customer insights you’ll only develop interesting thought leadership content but most probably fail to attract any visitors, let alone your ideal customers.

The sweet spot is where all 4 of these meet.

This is where your content is:

  • Capturing decent search demand
  • Is customer-centric
  • Showcases the USPs of your product effectively
  • And is helping you build a competitive moat of it.

Author: «Usman Akram»

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