Uplift Content increases customers by 150% with content writing by Scribe National
Uplift Content helps B2B SaaS companies close bigger deals faster by creating powerful done-for-you content marketing assets like case studies, blog posts and ebooks. The Halifax-based boutique content studio was founded in 2017 by Emily Amos and has now grown into a team of 15 freelance writers, editors and marketers.
To generate new leads, Emily was seeking an experienced, reliable B2B tech writer who could take content creation for the company’s blog off of her plate. She found that and more in Scribe National. After being thrilled with the content Scribe founder Afton Brazzoni created for Uplift’s blog, Emily brought Afton on to write for Uplift’s customers as well.
The result of their work together? Uplift Content increased its customer base by 150% in a year and more than doubled its team.
“Thanks to Scribe National, blog posts are the number one reason my business is landing new customers. Not social media, not our newsletter — but organic search.”
— Emily Amos, Founder, Uplift Content
key highlights
150% increase in size of customer base over the course of a year
8 writers on the Uplift Content team, up from 3 previously
65% boost in website conversions since working with Scribe
69% jump in traffic, thanks in large part to blog posts by Scribe
the search for an expert b2b content writer
In her role as Uplift Content’s founder, Emily directs marketing strategy for the company. She knew Uplift needed a consistent flow of blog content to drive organic traffic to its website. However, Emily didn’t have the time or desire to create this content herself, and had no one in house who had time to take on the task.
“We knew blog posts were going to be important for Uplift in terms of organic search, but writing them is not something I enjoy doing, so I tend to procrastinate. Yet, blogs are one of the best ways to get prospects to our site,” Emily says.
Uplift Content needed a trusted B2B tech writer so Emily could focus on other aspects of the business, while knowing this critical blog writing task would be in good hands. The only problem? Finding an excellent writer is much easier said than done.
“A lot of writers may be good journalists, but they don’t necessarily know how to translate those skills into great web content,” Emily says.
She wanted to partner with a B2B tech writer who could quickly and easily get absorbed into Uplift Content’s brand and services without requiring a ton of hand holding to ramp up.
Emily began working with an SEO consultant to clarify Uplift’s content marketing goals. Together, they identified specific objectives related to organic search traffic.
“We developed a spreadsheet where we could track everything from impressions to time on page to conversions from our lead magnets and more. As a result, I knew very clearly how I would measure the success of any blog writer I brought on board,” Emily says.
a smooth onboarding process
Emily had worked with Afton Brazzoni, founder of Scribe National, during the early 2010s. When Afton reconnected in 2019 after starting the company, Emily knew she would be the right fit for Uplift Content’s blog post writing.
“Afton knew how to write for the web, which was huge. And with her marketing background, she could easily relate to our target audience,” Emily says. “She had a range of career experience, which also appealed to me. Plus, she was easy to work with and I knew she would be a good culture fit.”
After an interview and writing test, Emily determined Scribe National ticked all of the boxes for Uplift Content’s B2B SaaS blog writing needs. From there, it didn’t take long to get blog content in production and published on the company’s website.
“Afton took the time to review all of our background documentation and really understand our target audience,” Emily says. “This way, she could write the content from a place of knowledge, and in a way that would resonate.”
“The number of leads who booked a call with us from organic search was 15 times higher than any other channel delivered, and for a much lower cost — including my own time — than I invested in other content marketing channels,”
— Emily Amos, Founder, Uplift Content
high quality content optimized for search
The weekly blog posts Uplift Content hired Scribe National to write ranged from 500 to 800 words and were expertly optimized to drive organic search traffic to the company’s website. Upon receiving a detailed brief for each post, Scribe National conducted additional research to strengthen the stories.
“It’s great to receive suggestions that come up when a writer is doing research,” Emily says. “We all get stuck in our own ways of doing things, which is why it’s so nice to collaborate with another marketer and writer to get their perspective.”
Every blog post was crafted with web writing best practices in mind. The content Scribe National created was always highly scannable, benefit-oriented and spoke directly to Uplift Content’s readers in a conversational way, making it easy to absorb.
“Afton did a great job optimizing the posts by making sure the keywords were used appropriately in all the right places and with the right frequency,” Emily says.
an expanded partnership
Building on the strong deliverables for the Uplift Content blog, the company then brought Scribe National in to work on customer projects as well. These projects included case studies, blog posts and ebooks for several of Uplift’s B2B SaaS customers.
“I was always really impressed with how quickly Afton rose to the challenge of adapting to new content formats,” Emily says. “It didn't take a lot of work on our end to show her what we wanted, even when it came to technical topics with a lot of new vocabulary.”
It was essential for Uplift Content to work with a writer who could listen to feedback from both customers and Uplift’s internal editors, then implement the suggestions. Scribe National worked well with both parties and kept their suggestions in mind for future content pieces.
“Afton was friendly, professional and always on top of things,” Emily says. “I never had to wonder whether she sent something to a customer on time. I knew she would, so it was one less thing I had to worry about.”
blog content drives business growth
Having an experienced, reliable B2B tech writer creating Uplift Content’s blog posts has taken a huge weight off of Emily’s shoulders. It has also elevated the blog to a valuable content asset that is contributing significantly to the company’s success.
“Blog posts are the number one reason our business is landing new customers. Not social media, not our newsletter — but organic search,” Emily says.
In addition, having expert writing support for customer projects has meant Emily, as the project manager and editor, hasn’t needed to do any heavy lifting for customers to be happy with the content.
“I know and trust that Afton is going to knock it out of the park. I don’t have to be very involved, which is awesome. It’s a no brainer,” she says.
In one year alone, traffic to Uplift Content’s website increased by 69% and conversions jumped by 65%. Both metrics are largely driven by the blog posts written and optimized by Scribe National. In addition, Uplift’s customer base grew by 150% that year, thanks in large part to the number of leads filling out contact forms after coming to the site because of a blog post. This enabled the company to grow from three to eight writers that year as well.
“The number of leads who booked a call with us from organic search was 15 times higher than any other channel delivered, and for a much lower cost — including my own time — than I invested in other content marketing channels,” Emily says. “It’s amazing how well organic performed, and the blog posts played a central role.”
a strategic approach to the future
Uplift Content plans to continue growing, but never at the expense of the high quality services the boutique content studio offers its customers.
“We have very high standards. Scribe National meets those standards, but few others do,” Emily says. “Recently, Afton has begun training our newer writers. This has enabled us to establish best practices around our core offerings like case study and ebook creation.”
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