Nik is a creative director, copywriter, and content strategist working in Seattle.
Owning search for an-up-and coming SaaS platform.
Where do leads get their info about project management tools?
Smartsheet is a work management platform for small to enterprise teams, going far beyond Excel to make a flexible all-in-one tool. They recognized that most of their buyers do a lot of self-directed research ahead of making any decisions, and so needed to grow their share of organic search for related subjects.
As a senior copywriter working with Smartsheet directly, I selected potential topics provided by an SEO specialist, and performed a gap analysis on them. This involved reading through all the articles that ranked for the target keyword, cataloging all the types of content, and finding things that nobody covered that we could take advantage of. I used HARO (Help A Reporter Out) to source and interview subject matter experts to get quotes and information nobody else on the SERP (search engine results page) had. From there, I built an outline and draft for long form content, around 4000+ words at least. I also sketched up designs for original imagery that would bolster the article, and briefed in-house designers on them. Finally, I uploaded all the content to our Drupal CMS and scheduled for publishing. I applied the same process to other internal copy projects, such as ebooks and emails.
The search articles were a huge success, averaging:
Read some of the articles here:
Check out some of my other favorite work.
