Content Strategy Deep-Dive: A Closer Look at NinjaOne’s 900+ Blog Post Investment

While the marketing world has been fixated on debates about AI search or the divergence between SERP impressions and clicks, the NinjaOne team has been going to work: 

Over the past 12 months, they’ve published over 900 new blog posts. 

The IT management company and Forbes Cloud 100 member has placed a big bet on organic search as a growth engine at a very interesting time. 

Today, we’ll take a closer look at the types of assets the NinjaOne team is creating. We’ll examine how they fit into their larger strategy to simplify IT operations for managed service providers (MSPs) and enterprise IT departments.

Educational Content Fuels NinjaOne’s Organic Traffic Engine

Essentially, NinjaOne’s mission is to simplify the monitoring and management of laptops, smartphones, and other devices that make up a modern organization.

As anyone who’s used a work laptop knows it involves a lot of troubleshooting. Providing content to support and enable their target audience is a key part of their strategy. And good support content reduces tech support hours, which is great for everyone involved. 

And their strategy is driving results. According to SimilarWeb, organic search is currently responsible for over half of NinjaOne’s total site traffic. 

Taking a closer look at their organic search performance, we find that 44% of their global organic search traffic comes from their blog subfolder. This is thanks to the thousands of posts NinjaOne has created across their main blog subfolder and country/language-specific versions.  

All this educational content makes sense. IT professionals, like most of us, typically turn to search engines when faced with a technical problem — data from SparkToro and Datos shows that 95% of Americans still use search engines and 86% are heavy users, despite the rise of AI search. 

This search behavior aligns (almost) perfectly with NinjaOne’s educational content approach, positioning the company as a trusted knowledge source before prospects even realize they need an endpoint management platform.

It’s worked well so far: the endpoint management company’s blog attracts over 150k organic visitors every month. 

This impressive performance has been a long time in the making, as the company has consistently added pages to their website, increasing from 1,500 to over 5,000 pages over the last 2 years. 

Until recently, their organic traffic performance followed a similar upward trajectory. But in the waning months of 2024, their organic traffic started to dip. It dropped by 33% over the course of three months. 

Like everyone else in search engine land, this is likely a case of Google’s AI Overviews taking clicks away from the site. Despite Google’s original stance that this AI-powered feature would increase traffic, there are plenty of reports across the industry of the “great decoupling” between organic search impressions and clicks. 

But despite the dip, NinjaOne continues to invest in blog content at true enterprise scale, building out their SEO moat to protect their biggest traffic source. Their team created over 900 new blog pages over the last year, driving some significant organic results for the site: 

The 903 posts they published over the last year are bringing in 46,000 monthly organic visits and 650 of them already rank in a top-3 SERP.

So, what type of content are they investing in to drive these results?

Taking a Closer Look at NinjaOne’s 900+ Page Bet on Content Marketing

How would you plan and create 900 new blog posts over the next year?

When you’re fresh off a $5-billion valuation and a $500-million Series C, these opportunities open up, and you have to make the most of them. 

If you’ve ever wondered how to build that content production scale into your SaaS SEO strategy, you’re in for a treat. 

Our analysis of NinjaOne’s content gives you a glimpse at what their asset allocation process looks like:  

• How-to content (67.22%): Top-of-funnel content on task-focused procedures (explicit “how-to” + verb-led slugs like find, check, enable, reset) that give quick, step-by-step fixes and multiple methods.
• What-is content (3.10%): Top-of-funnel content on definitions and concept explanations that establish shared vocabulary and bridge into practical tasks and tooling.
• Best tool listicles (1.32%): Middle-of-funnel vendor roundups that help readers build shortlists and discover categories.
• Comparisons (4.32%): Bottom-of-funnel decision content for shoppers evaluating vendor alternatives or weighing X vs Y.
  

The remaining ~24% of new posts include troubleshooting instructions, lists of commands, policy and compliance guides, and company announcements.

Today, we’ll focus on the three asset types from this list that best exemplify how blog content can support movement down the different funnel stages:

• The TOFU how-to content that makes up the overwhelming majority of their new posts
• The “best software/tool/solution” listicles that capture MOFU intent 
• The comparison pages they use to capture BOFU traffic and win over competitors

Let’s start with the biggest one: NinjaOne’s major investment in how-to content.

Dominating Hundreds of TOFU SERPs with How-to Content (67%)

Based on the analysis of the URL slugs, their how-to content falls into two main categories:

• Explicit “how-to” content (21%): 192 new pages include “how-to” in the URL slug (21%), and generate over 15,000 monthly visits.
• Implicit “how-to” content (46%): 415 new pages include an action at the beginning of the URL slug (e.g., find-, check-, enable-, reset-…), and drive about 22,500 monthly visits.

Of the 903 new pages, nearly 700 of them show up in a top-10 SERP position for their primary keyword. Both the explicit and implied how-to content make up a significant portion of that. 

These pages walk readers through procedures an IT manager or managed service provider might encounter daily. Some cover straightforward tasks, like finding a Windows 10 product key. Others are more complex, for instance, forcing a group policy update remotely. That kind of search often indicates intent that aligns with NinjaOne’s core offerings, such as Active Directory management (a key part of their RMM platform). 

NinjaOne’s investment in hands-on, task-driven content pays off because it matches perfectly with the day-to-day needs of IT admins and MSP techs. The search intent behind these queries is overwhelmingly task/solution-oriented — fast fixes for specific actions.

The benefits add up:

• Expanded keyword reach: Captures thousands of long-tail queries across Windows administration, device/user management, patching, backup/restore, remote access, and endpoint hygiene.
  
• Defensible SEO moat: Owns narrowly scoped task-based queries, making it harder for competitors to break in.
  
• Seamless product pathways: Creates natural internal linking opportunities to TOFU content, in-depth guides, and key product pages (RMM, patching, backup, remote tools).
  
• Reinforced value proposition: Consistently demonstrates NinjaOne’s promise of simplifying IT and increasing speed-to-value without heavy selling.

Building Category Authority with Best Tool Listicles (1.3%)

The 12 listicle-style pages are NinjaOne’s mid-funnel discovery play, designed to capture researchers before they lock in their shortlists. Posts like best-vm-monitoring-tools generate about 675 monthly visits from IT professionals in active research mode.

Where alternatives and comparison pages target switchers ready to replace a vendor, these roundups engage mid-stage prospects building their initial consideration sets. 

Despite modest traffic, the payoff is meaningful. The best VM monitoring and software inventory tools posts alone bring in around 375 monthly visits worth nearly $3,000 USD in traffic value.

Now let’s examine why these pages matter:

• Introduce NinjaOne to prospects who wouldn’t find them through direct brand searches.
• Capture researchers in “shortlist mode,” shaping vendor evaluations early.
• Establish category authority by appearing alongside established leaders in tool evaluations.
• Build trust through transparency by featuring competitors with fair assessments.
• Highlight consolidation benefits by contrasting NinjaOne’s unified platform with the tool sprawl these lists expose.

These pages follow a deliberate, transparent structure: NinjaOne is positioned first but shown within a competitive landscape of 9+ other vendors, each with noted strengths and limitations. This objectivity, backed by third-party ratings and methodology, satisfies the analytical mindset of IT decision-makers.

Capturing Competitor Demand with Comparison Pages (4%)

NinjaOne’s comparison page content targets late-stage buyers who are actively evaluating solutions. It splits into two formats:

• Alternatives content (28 posts, 3.1%): Pages targeting “alternatives-to-[vendor/solution]”, for example, “alternatives to sccm” or “alternatives to connectwise”. These pages attract 200 monthly visits from high-intent individuals and position NinjaOne as the stronger solution.
• Versus content (12 posts, 1.2%): One page direct vendor comparison (intune-vs-rmm) and several technical contrasts (dram-vs-sram, ndr-vs-edr). Together they pull in about 260 monthly visitors and move prospects deeper into evaluation.

Although just 3% of NinjaOne’s new content, these 40+ comparison pages deliver outsized conversion potential. Visitors arrive with a defined need, shortlists in hand, and readiness to make a decision, placing them firmly at the bottom-of-funnel phase.

It’s an asset type we recommend to all our SaaS clients at Foundation, just ask Ross:

The strategic value of NinjaOne’s alternative pages is clear:

• Capture competitor demand by intercepting searches for specific vendors
• Reframe evaluations around NinjaOne’s differentiators
• Educate the fragmented IT management market on overlaps and gaps between solutions
• Equip sales with internal links to dedicated comparison tools and side-by-side feature analysis

NinjaOne’s content investment reveals a clear content asset allocation strategy. 

The heavy emphasis on how-to content (67%) cements them as the go-to resource for IT troubleshooting. 

Comparison pages (4%) capture high-intent buyers deep in vendor evaluation. 

And best-tool listicles (1.3%) fuel discovery at the mid-funnel and seamlessly hand off to bottom-funnel assets.

This mix creates multiple entry points into NinjaOne’s ecosystem. More importantly, it builds a cohesive buyer journey that starts with problem-solving and ends with platform adoption.

Start Scaling Up Your Content Engine

NinjaOne’s enterprise-scale content strategy proves that even as AI overviews are tanking click-through rates, strategic SEO investments still drive meaningful results. 

Their hundreds of new posts meet IT professionals exactly where they are, from troubleshooting daily tasks to evaluating enterprise platforms before purchase.

Successful B2B content strategies need scale and precision. Matching content types to user intent and executing at volume without sacrificing quality builds durable demand pipelines. 

At Foundation, we help B2B SaaS companies design and execute content engines that capture intent at every stage of the funnel and turn it into growth.

Ready to scale your content strategy? Let’s talk about how our SEO and content creation services can help.