Your Content Mart

I started Your Content Mart with one simple goal: help B2B SaaS startups acquire signups and paying customers from organic search.

As the Head of Content, I lead our agency's internal and external SEO & content marketing efforts. 

Using the "Signup Engine" framework, we've helped SaaS startups gain traction through SEO and establish it as a core distribution channel for their business.

Some of the results we've achieved for our clients include:

➡️ Took a calendar app from zero to 25,000 monthly visitors in six months. 

➡️ Drove 70,000+ organic visitors for an AI copywriting tool in just 7 months.

➡️ Acquired 100+ paying customers for a B2B SaaS startup in less than six months.

Head of Content

Beyond Traffic

In my 6 years of experience working with SaaS companies, here are three things I’ve learned:

1) Most founders and executives care about the business impact of SEO more than anything else.

2) SEO isn’t just a traffic acquisition channel, but also works well as a customer acquisition channel.

3) To drive revenue from SEO, you must look beyond organic traffic.

So, in this podcast, I interview B2B SaaS marketing executives and startup founders to share how they are taking a holistic approach to SEO and using it to achieve specific business goals.

Content Creator

Brainstack Academy

Brainstack Academy helps Africans to build profitable careers in digital marketing.

Founder

OneCal

At OneCal, I:

- Built their SEO strategy entirely from scratch
- Took their organic traffic from zero to 25,000 monthly visitors in 6 months
- Got them ranking on page 1 for main calendar-sync keywords

SEO Consultant

Copysmith

At Copysmith, I:

- Grew organic traffic to 70,000+ visitors in 7 months (started from zero)
- Generated 3,000+ user signups through SEO
- Focused on keywords that actually convert, not just drive traffic

SEO Strategist

As a Freelance Content Writer at Moz, I specialized in writing about different SEO topics, such as competitor analysis. link building, and emerging SEO trends.

In 2021, one of my articles was featured as the eighth most popular blog post on the website out of 186 posts published that year.

Content Writer

Attrock - Digital Marketing Company

As a Freelance Content Writer at Attrock, I worked on the following:

1. Helped with content ideation and outline for our clients

2. Wrote articles that were published on the company's marketing blog

3. Worked hand-in-hand with the company's editors and proofreaders to create blog posts, informational articles, and guest posts for our clients

4. Performed on-page SEO for articles written for the company's clients.

Igor Solo Ads, Ltd.

As a customer support specialist at Igor Solo Ads, Canada; here are some of the things I achieved in that role:

1. Created articles in the Knowledge Vault to answer commonly-asked questions.

2. Proficient use of customer support software such as Zendesk to respond to clients’ emails and address their concerns.

3. Rose to the position of a team leader to work hand-in-hand with other colleagues in my department to tackle common concerns faced by customers.

Customer Support Specialist

Entrepreneur Middle East

As a freelance contributor to Entrepreneur Middle East, I shared my experiences as an online business owner online, and inspire my audience with life lessons they could learn from.

Freelance Contributor

I helped a B2B SaaS startup in the project management niche acquire over 200 paying customers from SEO in six months.

Here's exactly how I do it for software companies and startups.

Before I proceed, the results speak for themselves:

➡️ Copysmith (AI copywriting tool): Drove 3,000+ user signups in just 7 months, and improved their search presence.

➡️ SweetProcess (SOP software): Currently redefining their SEO strategy, driving thousands of monthly signups from Google and ranking high for MoFu and BoFu keywords that actually convert.

➡️ OneCal (calendar sync software): Took them from zero to 40,000+ monthly visitors in six months. Dominated the first-page rankings for calendar-sync keywords.

Today, I run Your Content Mart, where my team and I help SaaS startups compete with goliaths in their niche. I've also shared my insights in publications like Moz, CoSchedule, G2, and Entrepreneur.

My Approach

After 7+ years in SaaS SEO, here's what I've learned: traffic without conversions is just expensive vanity metrics.

So, I focus on building SEO strategies that align with your business goals. That way, we not only drive traffic but also generate user signups, leads, and demo requests.

Here's how I make organic search drive signups, not just traffic, for SaaS startups:

✅ Deep user research - I become obsessed with understanding your ideal users, their pain points, and how they search for solutions like yours.

✅ Funnel-focused keyword strategy - Target keywords that map to every stage of your customer journey, from awareness to decision.

✅ Product-led content creation - Build content that naturally showcases your product while solving real user problems.

✅ Technical SEO foundation - Ensure your site architecture supports both user experience and search engine crawling.

✅ Conversion optimization - Every piece of content is designed to move visitors closer to becoming customers.

When I'm not obsessing over search rankings, I spend my time:

- Testing new AI tools that could change the game for myself and clients.
- Studying successful SaaS companies to understand their growth strategies.
- Exploring Africa's growing tech ecosystem and connecting with other entrepreneurs.

I'm currently taking on select SaaS startups that are serious about turning SEO into a sustainable growth channel.

Ready to transform your organic search strategy?

DM me or email shehu@yourcontentmart.co

I'm looking for a content writer who wants to build something from scratch.

Here's the reality:

For the past few years, Your Content Mart (my agency) has been helping B2B SaaS companies like Copysmith, SweetProcess, and OneCal turn SEO into a customer acquisition channel.

We use our Signup Engine Framework to create content that drives signups, not just traffic.

But our own blog? It's not where it should be.

So, we're hiring our first B2B Content Writer, not to churn out blog posts, but to help us build a lead generation engine that proves our framework works for us, not just our clients.

Here's what that means: 

→ 50 blog posts in the first 90 days.
→ MoFu and BoFu content that targets high-intent keywords.
→ Data-driven research that positions us as thought leaders.
→ Working directly with me and our Content Manager.

This isn't easy. But if you're a B2B writer who understands that SEO should be measured in customers, not clicks, this could be exactly what you're looking for.

You'll have full creative ownership. Full credit for your work. And once you prove this works, you'll transition to working on high-value client projects.

If this sounds like you (or someone you know), check out the application link in the comment section:

Tag someone who'd be perfect for this.

Shehu AbdulGaniy

I help B2B SaaS startups drive paying customers with SEO

"What inspired you to build a global startup from Nigeria?"

Someone asked me this during a recent interview.

I started Your Content Mart in 2021 after five years of freelancing as a content writer.

Initially, I just wanted to turn my freelancing into a business. 

I saw agencies like Grow and Convert, Animalz, Foundation, and many more doing great work and thought, "Why can't I build something like this from Nigeria?"

But I discovered something bigger along the way.

Nigeria has talented marketers, but most do not have access to the right opportunities or are stuck in the freelancing cycle, working for clients who don't pay what they deserve.

I wanted to create a different path. 

An agency serving global clients and creating opportunities for Nigerian marketers to work on high-quality projects and build real careers.

But here's what I didn't expect:

Getting clients to trust you when you're building from Nigeria is hard.

Prospects read my articles on SEO and content marketing, book calls, and tell me "wow, you really know your stuff." 

Then the conversation ends and nothing happens.

The unspoken barrier? Trust.

Without big-name clients on your case studies, it's hard to convince new clients you can deliver. They like the work, but they don't believe a Nigerian agency can consistently execute for global clients.

But that's exactly why I keep going.

Today, we're a team of 5, and we've given opportunities to more than 10 Nigerian marketers through freelance and full-time roles. And we're actively bringing in more people.

Every new client we close, every team member we hire, every successful project we execute makes the next conversation easier.

Not just for me but for the next Nigerian founder trying to do the same thing.

#saas #seo #agency

Helped Copysmith generate 3,457 signups in 8 months with SEO | B2B SaaS SEO Strategist

I recently hit 5,000 followers.

Here's what happened three weeks ago:

Around that time, I was at 4,990 followers, just 10 away from this number.

But after stumbling on an inactive connection, I decided to clean up my LinkedIn network.

Before I knew it, my count dropped by over 100.

I thought it would take months to recover. But it turned out I was wrong.

Thank you to everyone who's been following along, engaging with my posts, and sharing insights about SEO and content marketing.

Looking forward to sharing more about how B2B SaaS companies can drive signups, demos, and paying customers through traditional SEO and AI search.

Onward to the next milestone.

P.S: I still have availability to onboard one new client at my agency this October. DM me if you're interested.

Most SaaS companies are stuck burning cash on paid ads 💸

This is where Copysmith was when they reached out to us.

They were competing against the likes of Jasper and Copy AI, and couldn't stop paying without losing visibility. But they also couldn't keep increasing their ad spend forever.

Their organic traffic? Worth $10/month. 
Their problem? Creating content that attracted learners, not buyers.

Fast forward 8 months:

→ 3,457 user signups/month from organic search
→ 553% growth in signups
→ Conversion rate nearly doubled (13.2% → 23.7%)
→ Organic became their #1 customer acquisition channel

The strategy wasn't about creating more content or chasing high-volume keywords. We focused on understanding what people actually search for when they're ready to buy.

Not "what is AI copywriting."

But "Copy AI alternatives" and "best copywriting tools for agencies."

We stopped targeting curiosity. Instead, we focused on buyer intent.

Swipe through to see the exact strategy (with real data) 👇

#saas #seo

How Copysmith Escaped the Paid Ads Trap | Case Study

AirOps recently analyzed 21,311 brand mentions across ChatGPT, Claude, and Perplexity.

They found that nearly 90% of third-party brand mentions came from listicles, comparisons, or reviews.

Here is what that means:

When someone asks ChatGPT about "the best CRM for real estate agencies," it doesn't get the information from your homepage alone. 

Instead, it cites that Zapier blog post that featured your tool in their "10 best CRMs" roundup.

Another key finding: 80% of brands that got mentioned in AI tools appeared in the top 3 positions within those listicles.

So if you're serious about AI visibility for your B2B SaaS company, you need to do two things:

1) Create your own listicles. 

Write “comparison posts,” “alternative posts,” "best [category] for [use case]" posts, and publish them on your blog. 

Promote your tool in the listicles, dive deep into how your product helps readers solve their problems, and be honest about where you fit in the competitive landscape.

2) Get featured in other publications' roundups. 

Publishing listicles on your website alone is no longer enough. Make sure you pitch other publications in your niche to feature your tool in their listicles. 

The goal here isn’t to acquire backlinks; it's about getting cited when AI answers category queries.

Key takeaway: 

85% of brand visibility in AI search comes from what others say about you, not your own content.

Are you creating listicles or just hoping someone else features you?

#saas #seo

A new study by Graphite analyzed 65,000 web articles and found something striking:

AI content went from 7.75% (November 2022) to 39% (July 2023) to 51% (November 2024). 

Today, more AI articles are published than human-written ones.

But despite this explosion, these articles largely don't appear in Google and ChatGPT results.

Why this matters:

Publishing 100 AI articles won't drive signups. 

Strategic, intent-driven content does.

SaaS companies winning at SEO:

→ Interview customers to discover real search terms.
→ Target buyer-intent keywords with low volume, high conversion.
→ Create content that solves specific problems.

The takeaway isn't "don't use AI."

It's "don't confuse volume with strategy."

Are you focused on publishing more content or publishing strategic content?

P.S: Link to the original study in the comment section.

#saas #seo

A new Ahrefs study found something striking:

96.98% of all clicks happen within the top 10 search results (page 1 of Google).

If you're ranking on page 2, you're getting 1.77% of clicks. 

Page 3 is just 0.56%.

Meaning: Ranking on page 1 isn't optional. It's the real deal.

But here's what most people miss...

Even on page 1, your position determines everything.

A separate study by First Page Sage shows: 

→ Position 1 gets 39.8% of clicks 
→ Position 2 gets 18.7% 
→ Position 3 gets 10.2% 
→ Position 10 gets just 1.6%

Here is an example to illustrate this:

Say you're a B2B SaaS startup targeting "email marketing tools" (3,600 monthly searches according to Semrush).

If you rank #1 on page 1, you'll get around 1,432 visitors per month.

If you rank #10 on page 1, that's about 60 visitors per month.

That's a 25X difference.

What does this mean for SaaS companies?

Target keywords where you realistically stand a chance to rank on page 1. 

In this case, targeting a query like "B2B email marketing tools" might be much better.

Then, once you're on page 1, keep optimizing. 

Continue updating your content regularly and improving the user experience.

Truth is...

Moving from position 5 to position 3 can double your traffic.

So, are you targeting keywords you can actually rank high for on page 1?

#saas #seo

I was analyzing the keyword "project management software" recently and noticed something interesting.

The average domain authority of websites ranking on the first page is 72.

If you're an underdog SaaS company in that niche, competing to outrank them for that keyword would be futile. 

They've spent years building authority to get there.

So what should you do instead?

Look for the low-hanging fruits your competitors are overlooking.

Let me show you what I mean:

If you target "SEO agency project management software" instead, the search volume drops to 110 per month. 

But here's what's interesting: new websites like Teamwork, Copilot, The Blueprint Training, and Bonsai are ranking alongside the big players.

And if you go even deeper with "white label project management software" (40 monthly searches), you'll find more insights.
 
Websites like Manyrequests, Rocketdriver, Techimply, and Mixbloom occupy the top spots.

The pattern I'm seeing:

The more specific you go, the lower the search volume. And typically, the lower the competition.

For a bootstrapped SaaS, 40 highly-qualified monthly searches can translate to real signups.

Start with these specific keywords. Build your authority there first. Then work your way up to broader terms.

What specific long-tail keyword could you target first?

#saas #seo

Brevo drives 50,000+ visitors from organic search every month.

Which is impressive...

If I were building their SEO strategy, here's how I'd approach it:

I wouldn't prioritize high-volume keywords like:

→ what is email marketing (15K searches)
→ newsletter ideas
→ email marketing examples

Take "what is email marketing" as an example.

Brevo ranks on page 1 for this keyword, but they're still behind Mailchimp, Wikipedia, Coursera, and Salesforce.

More importantly, someone searching "what is email marketing" isn't looking to sign up for a tool. They're learning the basics.

An agency owner, one of Brevo's core audiences, already knows what email marketing is.

Here's what I'd focus on instead:

Understanding what actually drives signups. 

I'd start by interviewing their support and sales teams to identify:

→ Why customers chose Brevo
→ Challenges they faced before signing up
→ What they tried previously

Then target keywords that solve those pain points:

Here are some examples:

1) Use-case keywords:

→ email marketing software for agencies
→ best email marketing software for CRM integration
→ email marketing tool for small businesses

2) Jobs to be done keywords:

→ how to manage multiple client email campaigns
→ how to white label email reports for clients
→ how to set up email automation for agency clients

3) Comparison keywords:

→ brevo vs mailchimp
→ brevo vs hubspot
→ brevo vs klaviyo

The key takeaway is:

High traffic is great. High-intent traffic is better.

What's one high-volume keyword you could swap for a buyer-intent alternative?

P.S: Know anyone doing SEO at Brevo? You can tag them in the comments.

#saas #seo

Some weeks ago, I had a conversation with Claude about my business, which eventually led it to recommend coaching for me.

One of the recommendations looked like a good fit, and I booked a call based on that.

Afterwards, I got curious and analyzed the coach's website in Semrush.

What I found: 

Their site wasn't driving massive traffic (not even 1,000 monthly visitors), but they ranked for ultra-specific keywords like:

→ startup coach
→ business coaching for startups
→ executive coaching for startups

Also, they had dedicated pages targeting the exact problem I described.

What this shows: 

Traffic volume matters less than relevance for AI recommendations.

AI tools don't recommend sites because they rank #1 for high-volume keywords. They prioritize websites that specifically address the user's situation or problem.

If you're a SaaS company, here's what this means for you:

Create pages targeting specific problems, not just product categories. "CRM for real estate agencies" beats "CRM software" in AI recommendations.

The shift:

SEO used to be about ranking #1 for competitive terms. 

Today, AI search focuses on being discoverable when someone describes their specific situation.

#saas #seo

Studying your organic search competitors is great.

It helps you to understand what they're doing right and potential opportunities to explore.

That said, when building your SEO strategy, focus on your customers.

They provide rare insights you can't find anywhere else.

#saas #seo

Here's a real example from one of my clients.

I identified a "comparison" keyword to target for a B2B SaaS startup.

When I checked an SEO tool, I discovered it has zero search volume.

To cut to the chase, I wrote a blog post targeting that keyword for the client.

And guess what?

Less than a month after the article went live, it ranked in the top 3 positions on Google.

Even without building any backlinks.

Here's the most interesting part...

In the second month, that content piece got over 12,000 impressions and 322 clicks from Google.

That's not all...

My client also acquired 50+ signups that could be attributed to this article in the same period.

My point is...

Zero-volume keywords are a goldmine for SaaS startups.

I've created a free guide breaking down the exact 3-step process I use to find these hidden gems.

Comment "SEND" or DM me if you want it.

Not connected yet? Send me a connection request with the note "Zero Volume Keywords" and I'll accept + send it right away.

#saas #seo

One of my clients used to target only high-volume keywords.

He believed that the more searches a keyword has, the better.

Until I recommended that he was leaving a lot on the table by ignoring low and zero-volume keywords.

Initially, he hesitated.

"Why should we target a keyword that no one is searching for on Google?"

Then, I explained the true power of zero-volume keywords and what most startups get wrong about them.

Here's what I told him:

1) SEO tools aren't perfect

Relying on SEO tools alone isn't enough for a SaaS startup.

Even if they indicate that a keyword has zero search volume, with the right strategy, you'll most likely get more business value from it.

2) 15% of searches on Google are new

People seek new information on Google daily and want answers to their recent questions.

3) Rank faster and higher on Google (with a low domain authority)

Instead of waiting months and years before seeing SEO results, you can rank faster and higher by targeting keywords with low or zero search volume, as they typically have less competition.

4) All keywords are not created equal

From my experience, most zero-volume keywords have a high buying intent.
Even if fewer people search for them, this could be a game-changer for acquiring users and paying customers.

5) Leverage the first-mover advantage

The number of people searching for keywords with zero search volume will increase as the industry matures and grows.

He was still skeptical, but agreed to test a few zero-volume keywords.

Here's what happened:

First, it was relatively easy for us to rank number one on Google for those keywords.

Second, he saw an uptick in the number of signups and paying customers from those keywords.

Today, he isn't really concerned about the search volume of a keyword.

He now understands that intent is what matters most, not the search volume.

If you're a SaaS startup, don't ignore zero-volume keywords like most brands do.

Have you tried targeting zero-volume keywords? What was your experience?

#saas #seo

Backlinks are essential for ranking on the first page of Google.

But that doesn’t mean you can’t rank high on Google without them.

However, ignoring search intent is a guaranteed way to ensure that your content doesn’t appear on the first page of the SERPs.

And this is the biggest mistake I see many SaaS startups making with SEO.

Truth is…

You can create the most comprehensive content on a particular topic.

However, if it does not match the search intent, Google will not rank you for that keyword.

Now you may be wondering...

How can you ensure that any content you create matches the search intent?

It’s simple.

Put yourself in the shoes of potential readers.

Ask yourself this question:

If I searched for this query on Google and came across this page, would I continue to consume it?

If the answer is no, then you’ve not matched the search intent.

But if it’s a yes, then you’re good to go.

#saas #seo

"No one is searching for this on Google."

That's what I thought after inputting this keyword in a popular SEO tool.

Surprisingly, the blog post targeting a "zero volume keyword," according to SEO tools, has generated over 3,900 organic search visitors in the last twelve months.

On average, that's more than 300 prospective users every single month.

The best part...

This is a "how-to" keyword, where we actually showed the reader how to use the client's tool to solve a specific pain point.

And guess what?

One year later, our article remains the only one that accurately captures the search intent on the SERPs.

If you're a SaaS startup, don't be discouraged if a keyword you want to target shows zero search volume in SEO tools.

Instead, focus on understanding your target audience's pain points and the jobs they need to get done.

Then, map them to keywords they'll typically search for on Google.

With this approach, you stand a better chance of driving qualified traffic and acquiring signups and paying customers from organic search.

Want results like this for your SaaS startup?

Send me a DM to get started.

#saas #seo

We helped a B2B SaaS startup in the Martech niche acquire 3,000+ signups using SEO.

All in less than eight months.

I've written a step-by-step playbook outlining the exact types of keywords we targeted, plus practical examples showing you how to do the same for your SaaS startup.

And I'm giving it away for FREE.

If your startup is struggling to drive signups from SEO, this is exactly what you need.

Want access?

Comment "SIGNUPS" below or send me a DM & I'll send you the playbook immediately.

Not connected yet? Send me a connection request with the note "PLAYBOOK" and I'll accept + send it right away.

#saas #seo

Here is a common mistake most SaaS companies experimenting with AI for content writing are making.

They believe that AI can produce great content on its own.

So, they invest a lot of time and resources to generate the best prompts for blog posts.

They even build AI agents so that everything can work automatically with little to no human input.

The bitter truth is… 

You need a human in the loop if you’re using AI to generate content.

Without it, you might be hugely disappointed by the content it produces.

It's that human touch that ensures the content is accurate, relevant, and engaging.

While this isn't strictly content-related, I recently read a report stating that Deloitte will partially refund the Australian government for a completed project.

Do you know why?

They used AI to generate a report worth $440,000, which turned out to be full of errors.

Now you may be wondering?

How is it possible for a 175-year-old company to be reckless with its reports for top-tier clients?

Does it mean they don’t have quality assurance in place?

The reality is, this is what happens when you try to take a shortcut with AI instead of using it correctly.

Of course, AI can significantly speed up your content creation process and help you execute faster.

That said, to get the best results from using it, treat it as a co-pilot, and don’t rely on it to execute correctly on its own.

#saas #seo

B2B SaaS companies do not need millions of visitors from organic search. 

Instead, you should focus on attracting the right people who convert into user signups and paying customers.

While a 100K monthly visitors graph is an ego booster on LinkedIn, 1000+ monthly signups is what you need to grow profitably.

Getting traffic from Google but no signups? 

Let's chat about what could be missing.

#saas #seo

What should we do to get cited by AI tools?

This is one of the most common questions by SaaS founders these days.

You see…

Currently, there is no official documentation from ChatGPT, Claude, Gemini, and others on the specific factors they consider before citing websites and pages on their platforms.

As the market matures and grows, we’ll most likely have more clarity on that.

That said, here’s one thing I've learned about being cited by these AI tools after analyzing several websites, reading various studies, listening to podcasts on AI search, and attending webinars on the topic.

It’s simple…

Ranking high on Google gives you an edge to get recommended by AI tools.

So, most of the things you do to rank high on Google are the exact things you’ll do to get cited on ChatGPT. 

Of course, this isn’t always the case.

If you’re a SaaS startup, I recommend focusing on fundamentals like:

→ Build a solid brand.

→ Build an SEO strategy around your startup’s topic(s).

→ Target each keyword with a specific page on your website.

→ Create helpful content that solves your reader’s problems.

→ Show (not just tell) how your tool works to solve their pain points.

→ Link the pages on your website.

→ Get featured on other relevant and authoritative websites.

→ Leverage other owned channels like LinkedIn, X, YouTube, Newsletter, and Podcast.

→ Invest in UGC channels like Reddit, Quora, and many more.

Which of these strategies are you currently implementing for your SaaS startup, and what impact are you seeing so far?

#saas #seo

Underdog SaaS companies can outrank VC-backed competitors on Google.

Here's the pattern that works:

Step 1: Talk to customers, not keyword tools

Interviewing customers helps you know what they’ve tried before using your tool, the features they can’t live without, and what keeps them awake at night.

Let’s say you’re a project management tool. You might discover from customer interviews that people are searching for phrases like "Asana alternative without the clutter" and "simple project tracker for small teams."

Step 2: Target keywords that big competitors ignore

Most VC-backed companies ignore zero/low volume keywords. 

As an underdog, you shouldn’t.

Take, for instance, while Mailchimp targets "what is email marketing", as a bootstrapped email tool, you should try to own "Mailchimp alternative for Shopify stores" or "email tool without monthly sending limits."

Step 3: Show your product solving real problems

As a startup, you want to solve your audience’s problems with content.

Let’s say your startup is a CRM software; instead of generic "how to automate workflows," you can target "How [Tool] automates follow-ups for solo consultants (without Salesforce complexity)."

The pattern: Funded competitors need scale, so they chase volume. 

This leaves buyer-intent keywords open for bootstrapped companies to dominate.

Drop your niche below, let's find a comparison keyword that big competitors are ignoring.

Taplio

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