Executive Summary
Introduction & Background
This case study outlines a comprehensive content marketing strategy developed for a SaaS platform that provides a wide range of HR recruitment, accounting, EOR, legal compliance, real estate, visa, travel, and tech infrastructure services for U.S.-based mid-market and large companies seeking to hire global talent.
The company's flagship product faced stagnant growth due to the lack of a systematic and predictable lead generation process.
The strategy aimed to solve this by diversifying channels, improving content production, and increasing brand awareness.
Key Goals
Primary Goal
Develop a lead generation machine through content marketing
Secondary Goal
Enhance brand awareness and establish thought leadership in the industry
Target Audience
Who?
Mid-market and enterprise companies based in the U.S., especially those looking to hire at least 10 employees abroad
Why?
This audience benefits most from the SaaS platform due to its scalability and operational support capabilities
Content Strategy Highlights
[01]
SEO-driven topics
Used keyword research tools like Ahrefs, BuzzSumo, and Spyfu to generate content ideas and ensure SEO optimization
[02]
Channel Fit
Channels with longer engagement times, such as SEO, PR, LinkedIn, Quora, and Slideshare, were chosen to match the complexity of the product and target audience
[03]
Scalable Content Creation
A clear process was developed to manage high-volume content production, aiming to publish 6-9 articles per month to outpace competitors who published 3-4
[04]
Balanced Quality & Speed
Strived to publish high-quality content while maintaining a regular cadence to meet audience needs and stay competitive
Results
The strategy achieved remarkable success, delivering:
25%
80%
Traffic spikes were attributed to successful SEO and content efforts, with a notable transition toward publishing longer-form content that covered multiple funnel stages.
Challenges
The initial strategy of segmenting content into three distinct funnel stages (top, middle, bottom) was less effective than anticipated. Users showed a preference for comprehensive long-form content that covered multiple stages of the decision-making process in one piece. Additionally, while some competitive content comparisons generated public discussions and even harsh competitor responses, they led to valuable insights and increased brand visibility.
Conclusion
This case study showcases the effectiveness of a data-driven, SEO-focused content strategy that drives predictable lead generation and brand visibility for a complex SaaS product. The ability to adapt based on audience preferences, scale content production, and manage cross-functional teams underscores the strategic and operational capabilities necessary for a senior or lead marketing role.
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