Building a content machine for a growing SaaS brand.
From its very beginning, Hubstaff recognized the power of content in driving organic growth. The workforce management software was focused on the remote work space, but wanted to scale content, grow traffic, and drive conversions as it launched new products and grew as a platform.
As the content team lead, I focused on building a content engine behind-the-scenes that allowed us to scale up publishing and expand into new verticals while maintaining a high quality of content.
Full-time writers, freelancers, SEO strategists, marketing and product teams collaborated to create everything from in-depth guides to audience profiles to SEO- and brand awareness-focused blog content. We launched drip email campaigns, lead magnets, and an eCourse. Everything we did was tied to quarterly KPIs, which we reported on monthly.
Over 3 years, content marketing helped drive:
+30% traffic
+3x ARR
Becoming a resource for entrepreneurs.
Long-form content targeted entrepreneurs, grew organic traffic, and created nurture opportunities. In the first two years, blog traffic grew by 40%, then 50%.
Agile eCourse
Identifying that our project management tool was appealing to a “new-to-Agile” audience, we created an email drip course that explained the benefits and how to get started ASAP. We had been working hard to cover the Agile project management topical universe, so we already had a written guide that we repurposed and then used to create walkthrough videos. (Repurposing great content = always a good idea.)
We placed ads for the course on high-traffic project management blog posts that were more top-of-funnel. From there, we sent a series of emails with helpful videos and articles. At the end, course participants receive a certificate and an offer to try Hubstaff Tasks or get a free demo.
