Then, we graded our money keywords as 3s — these were the high-intent keywords where we could easily present Cognism as the answer to our buyers’ pain. An example is “b2b contact data provider”. At the end of this stage, we had a list of roughly 25 keywords that were ripe for money keywords.
2. Focus on the product
In the second stage of the process, we reviewed our existing content with a product-focused mindset.
With each money keyword page, we had to make sure they answered the following questions:
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What does our product do?
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What is it good/bad at?
What are the benefits of using it?
How does it compare to what our competitors offer?
The trick was understanding our product deeply, who uses it, and what it’s best at. With this information, we could position Cognism as the perfect solution for our buyers. This focus on the product led us to create different strands of money keyword pages based on our competitors.
For example, listicle content comparing ZoomInfo alternatives or “crash the party” pages targeting keywords our competitors rank for, such as ZoomInfo pricing.
However, it’s important to stress that we never wanted to bash competitors or make misleading statements unnecessarily. Instead, we wanted our money pages to accurately reflect the different tools.