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

AbdulGaniy Shehu

Earlier this month, I was in Riyadh to represent my company Your Content Mart at the annual Biban conference.

I decided to attend because it presented a rare opportunity to showcase how our startup helps B2B SaaS and tech companies get found on Google, ChatGPT, Claude, and Perplexity on a global stage. 

Plus, it was a great way to explore opportunities in the MENA region.

BibanGlobal calls itself “the global destination for opportunities,” and in my opinion, it lived up to the expectations.

I networked and made friends with Founders and entrepreneurs from different countries.

Business-wise, it was worth it. I got new leads, had partnership talks with other digital marketing agencies, and engaged in discussions with incubators and accelerators on how we can support their portfolio companies with SEO and content marketing.

One thing I noticed is that the Saudi startup ecosystem is different from Nigeria's.

In Nigeria, most startups are tackling fintech-related issues, such as payments, lending, and financial infrastructure.

We're the fintech capital of Africa.

Saudi startups are solving everyday problems. 

For example, I interacted with the leadership team of Syarah - a platform for buying and selling used cars. 

Obvious problem with a massive market, solved using tech. 

In Nigeria, thousands of people sell used cars, but there is no platform that streamlines the process.

Special thanks to Boss Folajimi Daodu for the support and connections, Ghassan Halawa غسّان حلاوه and Ahmad Mushtaq for the warm welcome, my good friend Abass Cheikh for the insider insights, my new friend Emmanuel Adegbe who made it seem like we've known each other for ages, my fellow exhibitor from Ghana Dawuda Iddrisu who shared his startup experience with me, and my brother Habeeb Olatunji for the hospitality.

This was my first time exhibiting at an international conference. Hopefully this won't be the last (God willing).

If you're building in an emerging market, the opportunities are global. 

Show up and you'll be surprised by what you find.

#biban2025 #founder #seo #saas #mena

Shehu AbdulGaniy

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

Had a conversation with Ben Sailer (Director of Inbound Marketing at WordPress. com).

Asked him where he finds his best keyword ideas.

His response surprised me: 

"Zendesk tickets."

Yes, you read that right.

Not Ahrefs. Not Semrush.

Here's what he does:

Ben reads through support tickets to see how customers actually describe their problems. The language people use when they're frustrated and need help reveals search queries no keyword tool will ever suggest.

A customer writing "my site keeps crashing when I get a lot of visitors" becomes a keyword opportunity. 

That exact phrase might show zero volume in an SEO tool, but it converts because it matches how real people describe the problem.

Beyond support tickets, Ben also talks to sales and support teams and hangs out where customers spend time, like Reddit threads, trade publications, and community forums.

Only after gathering all this customer language does he open SEO tools to validate and find related terms.

The insight?

Customers describe problems differently than marketers think they do. 

Support tickets capture that raw, unfiltered language.

This matters even more now as AI tools like ChatGPT surface content that matches natural language, exactly how customers write in support tickets.

Ben's advice: "The biggest thing I've learned: start with the customer, then drill down into SEO tools after."

This completely changed how I approach keyword research.

Most SEO people start with tools and work backwards. Ben starts with customers first.

When did you last read through your support tickets looking for keyword ideas.

#saas #seo

I honestly believe that AI presents the biggest markting opportunity for B2B SaaS companies.

While everything is still early, companies that are actively investing and experimenting will most likely win.

Here is what I mean…  

The SEO playbook has always been simple.

- Target the right keywords. 
- Create the most helpful content on the web. 
- Rank high on Google.
- Drive visitors to your website.

With traditional SEO, Google is your only distribution channel.

With AI, you now have an extra distribution channel.

This is because, if you rank high on Google, AI tools will typically find and cite your product on their platforms.

While there are various ways to optimize your content for AI search, such as content structuring, citations on other websites, and addressing specific user queries, ranking high on Google still gives you a significant edge.

So, if you’re a startup, this isn’t the time to ditch organic search.

Instead, double down on SEO if you’re already investing in it.

And if you aren’t exploring AI search yet, this is the time to go all-in.

I'm curious, if you're a B2B SaaS company, what's holding you back from investing in SEO/AI search?

#seo #saas

Buffer's SEO strategy isn't complicated.

Yet, they generate 500,000+ monthly visitors from Google.

Here's a breakdown of the 3 specific keyword types powering their organic growth engine.

1) "Best time to post" guides

Buffer creates comprehensive guides on the optimal posting times for different social platforms.

Examples ranking well:

→ Best time to post on TikTok
→ Best time to post on Instagram
→ Best time to post on Facebook
→ Best time to post on Twitter
→ Best time to post on LinkedIn

💡Pro tip: These guides work because they solve a specific, recurring question for social media managers. Find the questions your audience asks repeatedly and create definitive resources.

2) How-to tutorials

According to Semrush, Buffer has over 100 "How-To" articles.

Examples they rank high for:

→ How to use Instagram
→ How to get more followers on Facebook
→ How to use Bluesky
→ How to use Reddit
→ How to use Threads
→ How to use Pinterest

These step-by-step guides show readers how to use social media platforms effectively.

💡Pro tip: Prioritize how-to keywords that align with your ideal customer's jobs to be done. If your audience needs to accomplish something, show them how.

3) Glossary content

Social media platforms introduce new terms constantly. Buffer created hundreds of pages targeting specific social media terms and explaining what they mean.

Examples doing well:

→ X/Twitter App
→ Meme
→ POV
→ YouTube Studio
→ OOTD
→ Vanish mode
→ TikTok challenge
→ Shadow banned

💡Pro tip: Glossary content works when your audience encounters unfamiliar terminology. Map out the jargon in your industry and define it clearly.

Key takeaway:

These keyword types work because they directly target the problems Buffer's ideal customers face on social media platforms.

If you're a B2B SaaS startup, identify the keyword types that align with what your customers are actually trying to accomplish.

Which of these keyword types are you currently implementing?

#saas #seo

ChatGPT has over 800 million weekly active users. 

Which is more than 4X its figures last year.
 
Google, on the otherhand, handles more than 5 trillion annual searches, based on last year’s figures.

This amounts to approximately 16.4 billion searches per day. 

What does this mean for you as a company driving growth from Google? 

It’s simple; the search behavior is evolving. 

More and more users are embracing ChatGPT and other AI tools.

Despite this change, Google remains the undisputed leader in online search.

So, how can your SaaS company win?

First, do not ignore the fundamentals of SEO, such as keyword research, creating helpful content, on-page optimization, and link building. 

Second, optimize for AI search as a core part of your SEO strategy. That way, you can get cited by AI tools.

Truth is…

Doing SEO in 2025 like it’s 2020 is a recipe for failure. Tweaking your strategy is the smartest thing to do right now.

#saas #seo

If you search for any keyword on Google now.

Here are some of the things you’ll most likely see:

- AI Mode
- AI overview
- Discussions and forums
- What people are saying
- Videos
- Reddit threads
- Short videos
- Sponsored results
- And many more

And guess what?

In some cases, these SERPs features show up even before the top-ranking page on the SERPs.

Truth is...

Ranking #1 no longer guarantees that prospects will discover your product from Google.

So, what should your SaaS SEO strategy look like in 2026?

Here are a few things to prioritize:

→ Show up in AI overviews
→ Get cited in ChatGPT and other AI tools
→ Create content for community forums & aggregators
→ Build a YouTube strategy
→ Don't sleep on social media
→ Think beyond blog posts
→ Become featured on other websites

The bitter truth is:

The rules have changed.

And so should your SEO strategy.

Is your SaaS ready for these changes? 

DM me to discuss your 2026 organic search strategy.

#saas #seo

Quantum SACC

Set vision and goals for large-scale education programs, achieving 95% alignment with organizational mission and driving measurable impact across multiple projects.

Designed and implemented curricula, training modules, and learning experiences that reached over 15,000 learners/teachers, resulting in a 30–50% improvement in learning outcomes (based on post-training assessments).

Standardized content and quality assurance processes, reducing inconsistencies in delivery by 40% while raising overall satisfaction ratings to 90%+.

Led high-performing teams of educators, trainers, and instructional designers, boosting productivity by 35% through continuous professional development and performance coaching.

Built and sustained partnerships with universities, NGOs, government agencies, and corporate stakeholders, securing multi-million-naira contracts and long-term collaborations.

Represented the organization at high-profile events and forums, positioning it as a thought leader in educational innovation and policy advocacy.

Implemented compliance systems aligned with national and international standards (TRCN, UNESCO, Cambridge, etc.), achieving 100% regulatory approval for training programs.

Pioneered technology integration strategies, including LMS adoption and AI-powered learning tools, which improved learner engagement by 50% and cut delivery costs by 25%.

Developed KPIs and performance dashboards to track outcomes, producing data-driven reports that increased funder confidence and unlocked X% growth in donor/funding support.

Drove EdTech product strategy for digital learning solutions, directly contributing to 77% growth in user engagement and improved retention rates.

Championed diversity, equity, and inclusion initiatives within training programs, ensuring 100% alignment with global best practices and advancing organizational reputation.

Head of Education

stopCSAM

Policy Advocacy: Driving systemic change by engaging with lawmakers to strengthen legislation against CSAM. Leading advocacy efforts, engaging policymakers and stakeholders to advance child protection laws.


Technology Collaboration: Partnering with tech companies to develop tools and solutions that detect and prevent online exploitation. Collaborating with industry leaders to integrate safety mechanisms into digital platforms.


Community Engagement: Building networks with educators, parents, and grassroots organizations to promote digital safety. Spearheading outreach initiatives, empowering communities with knowledge and tools to safeguard children online.


Leadership: Steering organizational strategy and ensuring impactful program delivery. Managing organizational growth, ensuring alignment with mission and sustainability goals.

Co-Founder | Child Protection Advocate | Driving Policy Change | Empowering Safer Digital Spaces

Pristine SACC Education and Technology Initiative

At Pristine SACC Education and Technology Initiative, we strive to create a future where every individual, regardless of their background or location, has the digital skills, resources, and knowledge to thrive in an interconnected world. In my role, I oversee the development and implementation of our key programs focused on:

Strategic Partnerships & Fundraising: Building and nurturing relationships with donors, corporate partners, and community organizations to ensure sustainable funding and resource allocation.

Policy Advocacy: Working to influence local and national policies on digital inclusion and equity to ensure broader systemic support for underserved communities.

Program Development & Impact Measurement: Leading the design and assessment of programs, ensuring they are effective, scalable, and measurable in terms of both social and educational impact.

Our work has led to increased digital access, improved job prospects, and a stronger sense of empowerment for those who would otherwise be left behind in the digital age. Through ongoing collaboration, innovation, and a commitment to equity, we continue to push the boundaries of what’s possible in digital inclusion.

Co-Founder & Partnership Director 

We support African communities to become global citizens.

Every day, I move the initiative forward to achieving the vision by; researching and developing content to teach, inspire and educate communities about (entrepreneurship, global citizenship, SDGs, advocacy, digital media technology etc.). Organizing subject matter expert knowledge sharing with community stakeholders, meeting stakeholders monthly to discuss their pains, aspirations and motivations and leading strategic formulation, goal definition, and content creation in the organization.

Program Manager

Strategic Advisor

Brainstack Academy is an online institute that provides high-quality digital marketing training for Africans. Our goal is to help you build a profitable career in digital marketing from the comfort of your home anywhere in Africa. In the next 5-10 years, we hope to equip at least 100,000 Africans with in-demand digital skills.

Partner

Brain Builders Youth Development Initiative

Spearheaded the publication of 15+ high-impact research reports addressing gender rights, governance, and SDG implementation in Nigeria.

Influenced 5 national policy changes through evidence-based advocacy and strategic partnerships with policymakers.

Directed 3 large-scale community-based research projects that reached over 20,000 beneficiaries in underprivileged regions.

Pioneered the use of data visualization and technology tools to create compelling, accessible reports that enhanced public engagement.

Led the development of a digital research platform for tracking progress on SDGs at the community level, increasing efficiency by 30%.

Collaborated with 50+ grassroots organizations and community leaders to ensure inclusivity in research design and execution.

Trained and mentored over 200 volunteers and young researchers in ethical research practices and methodologies.

Established partnerships with 10 international research institutions, resulting in a 25% increase in funding for research projects.

Secured $500,000+ in grants to support research initiatives on climate action, digital rights, and gender inclusivity.

Head of Research

Developed and implemented a comprehensive strategy to drive the organization’s contributions toward the United Nations’ Decade of Action on the Sustainable Development Goals (SDGs).

Led cross-sectoral initiatives to localize and integrate SDG targets into community projects, fostering impactful grassroots change.

Designed and executed community-centered programs aligned with key SDGs, including gender equality, climate action, quality education, and reduced inequalities.

Oversaw project lifecycle management, including planning, execution, monitoring, and evaluation to ensure sustainability.

Conducted training sessions and workshops to build local capacity for understanding, implementing, and tracking progress on SDGs.

Advocated for policy reforms and increased investment in SDG-related programs at local, national, and international forums.

Fostered partnerships with government agencies, private sector entities, NGOs, and international organizations to accelerate SDG implementation.

Coordinated multi-stakeholder initiatives to drive awareness, resource mobilization, and project sustainability.

Developed monitoring and evaluation frameworks to assess the impact of SDG interventions.

Compiled and analyzed data to generate periodic reports on progress toward achieving SDG targets.

Collaborated with community leaders and youth advocates to design locally relevant interventions addressing pressing SDG challenges.

Encouraged active participation of marginalized groups, ensuring inclusivity in all SDG programs.

Head of SDGs (Decade of Action)

Tech With Africa

I create content on emerging trends in technology. Tech With Africa is a tech journalism platform that decentralizes tech information, builds capacity and localizes tech concepts for African communities.

1. Providing strategic operational efficiencies and guidance to the team

2. Developing and implementing procedures for outreach, project implementation and fund raising

3. Providing high quality training and mentorship programs for staffs, interns and other stakeholders

4. Monitoring and managing content creation and quality control

5. Conducting extensive fact-checking, and developing impactful data-driven project ideas.

Lead Partner

CodeVillage LLC

Tech for Everyone - CodeVillage builds tech products, tech teams and impacts the community by localizing tech knowledge.

1. Providing strategic guidance to staff, interns and students trainees 

2. Developing and guiding the implementation of growth strategy such as outreach, hunting, attracting and onboarding quality clients and investors

3. Providing high impact coaching and advisory support for staff and interns

4. Providing support to the staff members for ideation, design, testing and launching of the products

Strategy Consultant

ReD Associates

Conducted extensive research on covid vaccine hesitancy in specific communities in Nigeria.

1. Identified viable and fully representative communities to conduct the research 

2. Examined the interview questions and adapted them to suit the average Nigerian understanding

3. Interacted with gate keepers and community liaisons to select respondents for the survey

4. Conducted deep dives, informant interviews and community observations in the 4 representative states and capture the exact subject matters

5. Wrote and delivered extensive and visually appealing reports to foster understanding 

6. Took part in the insights and findings sessions and contributed in the suggestion of impactful ideas

Research Consultant

KnowCovid-19.ng

1. Managed and monitored the US Embassy-sponsored Fake News and Myth busting Campaign across 2 states in Northern Nigeria 

2. Coordinated engagements, trainings and meeting within the volunteer circle 

3. Researched and created content of radio recordings and productions.

Data Analyst (Insight and Strategy)

Utiva

1. Worked with the rest of the team to attract opportunities and support so that we can reach more Africans to transition into tech roles by making our products accessible and affordable for them.

Growth Opportunity Writer

Using Storytelling and Content Marketing Techniques to Build a Community of Corp Members Becoming the "Future of Works" Professionals by...

1. Planned activities and resources for our product masterclasses held in the States in the North Central Part of Nigeria 

2. Canvassed and recruited corp members to subscribe to our products

3. Organized and motivated a team of project leads

4. Estimated cost and developed the budget

5. Ensured that our clients, the corp members get value and are satisfied

6. Analyzed, managed project risk and monitored progress

7. Controlled time management

Project Lead

Educational leader and strategist, and a Ph.D researcher in Educational Management with over 14 years of progressive experience in teaching, school leadership, and digital education transformation. Proven expertise in educational policy, curriculum development, EdTech integration, and digital literacy advocacy. Passionate about ethical AI, digital rights, and youth empowerment. Currently working with upcoming voices, future leaders and emerging leaders to shape the digital rights culture.  Open to high-impact remote opportunities with international organizations and global speaking engagements on the future of education, leadership, and digital ethics.

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