organic traffic growth

In this episode, we dive into product-led growth (PLG) and the effectiveness of content marketing strategies in the SaaS industry with our guest Emilia Korczynska, the head of marketing at UserPilot.

Emilia is the Head of Marketing at Userpilot, a Product-Growth Platform for SaaS companies. She’s especially interested in product-led growth, product marketing, and content marketing in SaaS companies. 

Emilia highlights the adverse effects of companies pivoting away from PLG due to economic downturns and stresses the importance of maintaining a product-led mindset in growth strategies. We discuss how product-led strategies can enhance acquisition, activation, retention, and expansion, even in an enterprise context.

With a staggering output of over 130 blog posts a month, Emilia also unveils the secrets behind UserPilot's content marketing success. She explains their dual approach, combining original, human-led content with programmatic SEO to dominate search engine rankings and drive organic traffic.

Stay tuned for more episodes of Paris Talks Marketing, where we continue to explore cutting-edge strategies and insights from industry leaders.

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Links:
https://www.linkedin.com/in/emiliakorczynska/
https://userpilot.com/

More about:
Explore: https://hop.online/
Connect with Paris Childress, the Host: https://www.linkedin.com/in/parischildress/
Subscribe for more insightful episodes: https://paristalksmarketing.transistor.fm/

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Timestamps:

00:00 Introduction
02:07 The State of Product-Led Growth
05:39 Understanding the User Journey in Product-Led Growth
10:11 UserPilot's Marketing Efforts
15:40 The Power of Content Marketing
23:04 How GA4 Changed the Digital Marketing Space
30:56 The Future of SEO and Content Marketing

In this podcast episode, we spoke with Andreea Stefan, the SEO Lead at Planable, a social media content collaboration and approval platform.

Andreea Stefan has spent the last 8 years in marketing agencies and client-side, creating and executing SEO strategies, building SEO teams, and managing resources for organic growth. Now, she is the SEO Lead @ Planable.io.

In the last 2 years at Planable, her focus has been building their topical authority from the ground up, setting up a healthy SEO foundation, and scaling content production without sacrificing quality. They started this year with 30,000 monthly organic visits, and they're now at 80,000+. They've doubled the number of revenue-generating blog posts, and they've seen a 250% increase in ARR from organic traffic.

We discussed the approach Andreea took in driving a 250% increase in ARR and doubling organic traffic to Planable's website by focusing on a thorough SEO foundation and effectively strategizing content. 

We covered several pivotal components of their strategy, such as: 

• Content pruning
• Proper keyword and persona research
• Creating detailed content briefs
• Leveraging AI but also capitalizing on expert opinions for a unique content touch
• And collaborative efforts among freelance writers and in-house team.

With their focus on quality over quantity and a spectrum of content that caters to the different stages of their customers' journey, Planable has created a recipe for a winning organic strategy.

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Links:
https://www.linkedin.com/in/andreea-stefan/
https://planable.io/

More about:
Explore: https://hop.online/
Connect with Paris Childress, the Host: https://www.linkedin.com/in/parischildress/
Subscribe for more insightful episodes: https://paristalksmarketing.transistor.fm/

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Timestamps:

00:00 Intro
03:14 Busting SEO Myths: The Power of Internal Linking
07:44 The Importance of High-Converting Blog Posts
09:48 The secret behind Planable's Organic SEO Growth
11:35 The Process of Content Pruning and Refreshing/
20:31 Building a Comprehensive Keyword Mapping & Persona Research
23:00 Introducing Planable: A Content Collaboration Tool
28:28 The Content Editorial Calendar
30:27 The Art of Keyword Research and Intent
33:51 How to Write Successful Content Briefs
37:40 The Impact of AI on Content Creation
42:05 Planable's Content Promotion Strategy