SaaS Content Marketing: How Chanty Got Creative & Got Customers

SaaS content marketing strategy from Chanty

The internet is flooded with success stories of SaaS (software as a service) startup founders. In fact, most of them detail how each entrepreneur turned their small business into a multimillion-dollar SaaS company.

These articles or interviews may be exciting and full of inspiration — but they often lack actionable tricks you can use.

At Chanty — a simple AI-powered messenger — we know how difficult it is to start from scratch.

And that’s why we had to get creative in order to compete against our largest — and most well-known — competitor.

Ready to find success using our SaaS content marketing strategy? Here’s how we got creative and got customers.

Back to Basics

On one rainy November morning, The Chanty team gathered around a table in the meeting room to discuss our marketing strategy.

“Website traffic is only half the battle. Customers are what we really need.”

Obviously, we had to test the waters before diving into one particular marketing channel, but we didn’t have much budget for that.

Finally, after analyzing our competitors and trying out a few marketing channels, we chose to follow the latest trends and rely on SEO and content marketing.

We kept asking ourselves the following questions:

  • “How do people find out about Chanty?”
  • “Will they be looking for a business messenger or a collaboration tool?”
  • “How do we find the best keywords for our SaaS product?”

Seek and Find

Google Keyword Planner data on keyword search volume

A high ranking on Google is one of the key success factors for an SaaS startup. Although its exact recipe is still a mystery, keywords matter, and we couldn’t ignore this fact.

Searching for low-competition keywords with a high search volume is quite a challenge.

To simplify this process, we used Google Keyword Planner to see the comprehensive list of related keyword suggestions.

As it was very important to prioritize them correctly, we rejected word combinations without clear user intent and filtered out those that had less than 100 average monthly searches.

Among the obtained results, there was one keyword that drew our attention – ‘Slack alternatives.’

Measure Thrice & Cut Once

Example of another SaaS product implementing an ‘alternatives’ strategy

It was quite unexpected to see the name of our biggest competitor, Slack, on the list of popular queries. Needless to say, a user searching for a Slack alternative is our potential customer.

We didn’t know whether it was appropriate to use the keyword with the name of our rival — but we were intrigued enough to find out.

We checked a few SaaS websites and it turns out that having ‘alternative pages’ for top competitors’ keywords is quite common.

Could we miss a strategy that would funnel prospective clients directly to us? No way!

However, if you want to get to the Google Top, having keywords with high intent and search volume isn’t enough. Another thing you have to check is keyword difficulty.

It gives you an idea of how hard it is to hit Google’s first page for a particular keyword. Tools like Ahrefs or SEMrush can help you with this task.

We jumped to SEMrush and the results we found met our expectations – the ‘Slack alternatives’ keyword matched all of our requirements.

The keyword difficulty was reasonable, the search volume was attractive, and the user intent was more than promising.

SEMrush data on ‘Slack alternative’ keyword

We were given the green light.

Once you are on track with keywords, it’s time to think about the landing page where you will bring your visitors to.

Produce, Engage, Convert

To support our ‘alternative’ strategy, we developed a Slack alternative blog post.’

Our main goal was to create high quality content.


It is always interesting to read a vivid story rather than a long, boring piece of information.

Personal-experience articles resonate with readers and encourage them to read the text from beginning to end.

Inspirational bloggers use storytelling, and so did we.

Here’s what we did:

  • We selected four of the biggest alternatives to Slack. We used each of them for a month for firsthand-purposes, and compared each app to our biggest rival.
  • Then, we provided comprehensive feedback in a blog post.
  • We added images, videos, and screenshots in order to create a visually appealing and interactive post.
  • It’s not a secret that Google prefers long-form content. Which is why we created an in-depth piece (about 1000-2000).
  • Although the article is long, it’s easy to read because we used simple words along with short sentences.
  • Catchy headings, small paragraphs, quotes and polls have also improved the blog posts’s scannability and engagement.
  • We also followed basic SEO tips: Site speed, meta description, title tags, image alts – all these attributes play their role in securing a high-ranking with Google.

But educating our customers wasn’t our only goal — we also wanted them to convert (ahem, buy our product).

This is why we put several signup forms within the article that included a strong CTA.

A “Don’t miss an update” form encourages visitors to follow our blog while “Sign up and join Chanty beta” invites readers to give Chanty a try.

We also opened comments at the bottom of the page to encourage readers to share views and ask questions.

Additionally, our team focused on different link-building strategies, including guest blogging, to rank the article higher in search engines.

Several informative guest posts referring to our blog post have helped us get to the first page of Google.

The Final Outcome

Google analytics data

We placed a bet on our ‘alternative’ keyword strategy and didn’t regret it. The effort we spent writing turned out to be well worth it — as our Slack alternative post has climbed to the top of Google search results.

But the most important thing was that it started converting at almost 10%. Flawless victory!


Prospective customers are always looking for product or service alternatives.

If you want to promote your SaaS and attract clients, SEO and content marketing are your secret weapons. Our results prove this statement.

Try our SaaS content marketing strategy for yourself — we hope it provides you with similar results!

  1. Pay attention to top competitors’ keywords (‘alternatives’, ‘vs’).
  2. Check user intent, search volume, and difficulty of chosen word combinations.
  3. Concentrate on delivering first-rate content related to these keywords.
  4. Share your personal experience.
  5. Avoid wordy and difficult-to-understand sentences or long paragraphs.
  6. Stick to the basic SEO principles.
  7. Put attractive images, videos, sketches, and diagrams inside your article to engage with the readers.
  8. Don’t forget about signup forms.
  9. Attract backlinks to your article. You can find some actionable backlink strategies at Neil Patel‘s blog.

Our team hopes you will try our tricks and achieve even better results. Good luck!

Will you try this SaaS content marketing trick for your company? 

About the Author

Nadiia Sheveleva

Nadiia Sheveleva is part of the marketing team at Chanty -- a simple AI-powered business messenger and a single notification center. This powerful and free Slack alternative is aimed to increase team productivity and improve communication at work. As for spare-time hobbies, Nadiia is fond of learning French, reading books, and knitting. Follow her on Twitter: @NadiiaSheveleva.

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