Content Marketing · case study

Content & SEO Infrastructure

Client: Crowd Factory / Marketo

Industry: Technology & SaaS

Year: 2014

Unique Visitors164%

Net New Leads43%

Program Pillars Implemented3

The challenge

Content was fragmented and not systematically mapped to personas, stages, or high-value topics. SEO efforts were ad hoc, limiting visibility for key product and category terms. Sales campaigns lacked a structured library of assets to support enterprise conversations. Measurement of content performance was limited to surface-level metrics. The brand needed a stronger thought leadership presence in the marketing automation space.

Our methodology

1. Content Architecture: Designed a structured content map aligned to personas

Content Architecture: Designed a structured content map aligned to personas, funnel stages, and key themes

2. SEO Strategy: Implemented a targeted keyword and on-page optimization program for core product and category terms

SEO Strategy: Implemented a targeted keyword and on-page optimization program for core product and category terms

3. Campaign-Ready Assets: Built a repeatable library of whitepapers

Campaign-Ready Assets: Built a repeatable library of whitepapers, blogs, and sales-enablement content

4. Performance Measurement: Tracked how content influenced traffic

Performance Measurement: Tracked how content influenced traffic, engagement, and lead creation

5. Brand & Category Narrative: Used content to articulate a strong POV in the emerging marketing automation category.

Brand & Category Narrative: Used content to articulate a strong POV in the emerging marketing automation category.

The execution

Content Architecture: Designed a structured content map aligned to personas, funnel stages, and key themes. SEO Strategy: Implemented a targeted keyword and on-page optimization program for core product and category terms. Campaign-Ready Assets: Built a repeatable library of whitepapers, blogs, and sales-enablement content. Performance Measurement: Tracked how content influenced traffic, engagement, and lead creation. Brand & Category Narrative: Used content to articulate a strong POV in the emerging marketing automation category.

Outcome instrumentation & delivery

The outcome

Measurable impact across pipeline, efficiency, and growth.

Transformed content and SEO programs into a durable demand engine supporting enterprise campaigns

164% YoY increase in unique visitors

43% QoQ increase in net new leads attributed to content + SEO programs

Impact trajectoryKey metrics

“Transformed content and SEO programs into a durable demand engine supporting enterprise campaigns”

Crowd Factory / Marketo

Outcome summary

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