CASE STUDY

The Content Machine That Generated 100,000 Visits for B2B SaaS (Without a Headcount Increase)

INDUSTRY

Marketing Automation Platform

LOCATION

UK

TIMEFRAME

April 1st, 2023 to Ongoing
Nick Dimitriou
Head of Growth
If you are looking for a long-term content partner who [can] quickly understand your industry and make swift changes to their content production process, [Minuttia] is the right fit!
5,000,000 organic impressions, 100,000 organic clicks, and hundreds of free trials
Creating ‘performance outliers’ that are driving conversions and not just clicks or sessions
Reducing reliance on headcount by 25% by outsourcing to a reliable and experienced strategic partner like Minuttia

The company

Moosend is an email marketing and marketing automation platform designed to help businesses streamline their marketing efforts. It offers features such as email campaign creation, marketing automation workflows, landing page design, and advanced analytics. With its user-friendly interface, Moosend enables users to easily manage and segment their email lists, personalize email content, and track campaign performance in real-time.

Growth Summary

Within less than 12 months, we helped the email marketing and marketing automation platform Moosend get more than 5,000,000 organic impressions, 100,000 organic clicks, and hundreds of free trials—all with just 38 pieces of content published as of writing this case study. We achieved that through a mix of net new content and updating existing content that underperformed. Our partnership with Moosend holds strong as we continue to identify and attack new opportunities as they arise and expand the scope of our work to other services (e.g., content marketing strategy, content marketing audit, original content creation, product-focused content creation, and social media content creation).

The Challenges

Highlights
  • Limited internal resources and headcount freeze
  • Limited content creation capacity and decreased publishing velocity
  • Needed an experienced partner to outsource a significant amount of content production
  • Lacked an in-house person to manage content production and oversee things
  • Lacked editorial processes, SOPs, and proper (content writer) training and onboarding
  • Started running out of topics and needed a strategic compass for content marketing

Moosend wasn’t new to content creation and using organic search as a distribution channel.

The company’s Head of Growth, Nick Dimitriou, built a well-oiled organic growth machine over the years and turned it into their best user acquisition channel.

However, in the months before we started working together, Nick had to deal with:

  • Limited internal resources and headcount freeze
  • Limited content creation capacity and decreased publishing velocity
  • Non-existent training, documentation, and process for potential hires

 

As a result, the company’s publishing velocity dropped significantly, to the point that Moosend was either publishing or updating 9 pieces of content in total monthly.

On top of that, the company started to witness the first signs of a plateau in terms of organic growth.

We engaged with Minuttia to enhance our content production. Our goal was to increase our content output by 30%, thereby enhancing our chances of ranking for commercial and brand awareness-oriented keywords.

Lastly, Moosend also increasingly felt the need for strategic direction in search and content marketing.

The company needed a strategic partner who had done it before, understood its needs and unique situation, and had extensive experience with B2B SaaS companies.

Following our qualification process and after agreeing on all levels, we kicked things off on April 1st, 2023.

The Solution

Highlights
  • Helped the company pick up its publishing pace without increasing its headcount and with no handholding or oversight
  • Established the foundation for editorial guidelines (followed both by Minuttia and in-house content writers), checklists, and SOPs that streamline the content creation process
  • Pointed the company to a new direction and uncovered untapped content marketing opportunities

When we started working with Moosend, our first focus was helping our client identify opportunities for content updates since the website’s traffic had reached a plateau.

 

After a light content marketing audit and our client’s insights, we identified several opportunities for improving underperforming content.

At the same time, we identified net new content opportunities and uncovered uncharted territory for topical areas our client hadn’t considered before.

We used Minuttia’s weighting system for evaluating opportunities…

 

… and put everything together on our content pipeline.

Minuttia's async + bi-weekly communication style has been great, allowing us to easily communicate with them via a private Slack channel. This enables us to quickly address any issues that may arise or seek clarifications on certain deliverables.

Then, we focused on establishing a strong foundation for our editorial process through an editorial guidelines document and a checklist our team would use when creating content for Moosend.

Lastly, we started working on content with the (internal) goal of making the process as easy as possible for our client, who had never outsourced any part of the content creation process until they started working with us.

(We liked the) honest feedback and transparency regarding their work performance, along with consistently going the extra mile even without being prompted!

Our common efforts resulted in initial strategic alignment and content creation process streamlining, which positively impacted the outcome of our work.

Results

Highlights
  • 5,000,000 organic impressions, 100,000 organic clicks, and hundreds of free trials
  • Creating ‘performance outliers’ that are driving conversions and not just clicks or sessions
  • Reducing reliance on headcount by 25% by outsourcing to a reliable and experienced strategic partner like Minuttia

At the time of writing of this case study, Minuttia has published 38 pieces on Moosend’s blog.

These 38 pieces of content have generated 5,000,000 organic impressions, 100,000 organic clicks, and hundreds of free trials.

According to Nick Dimitriou, Head of Growth at Moosend:

So far, Minuttia has produced 38 pieces that are currently live in our content inventory. These posts have generated 5,000,000 impressions and close to 100,000 clicks in search.

Also, as shown in the Impact Report, Minuttia’s content has significantly contributed to new website visits…

 

… which has contributed to an uplift in our client’s total organic traffic.

Since working with Minuttia, we've seen a 12% increase in total traffic.

But traffic without conversions is vanity.

And even though we can’t claim that every single piece of content we’ve produced is generating conversions (read: free trials), some pieces stand out:

Lastly, as Nick mentioned in our video testimonial on YouTube:

If you are looking for a long-term content partner who (can) quickly understand your industry and make swift changes to their content production process, (Minuttia) is the right fit!

Minuttia has become a strategic partner for Moosend, and we’re excited to explore new growth phases, both for our client and for us.

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