“Dropbox Acquires HelloSign for $230mm,” the headline read in my push notifications.
It was a momentous achievement for their team.
When we first started working with HelloSign
👉 They had just raised their Series A
👉 They were on a path to rapidly expand their eSignature solution
Over the previous 17 months (and to this day)
📈 1,308% growth in targeted organic traffic
They were also rolling out HelloWorks, and moving upmarket with HelloSign integrations and API. There was a lot to do and a lot of content and strategy to figure out.
Nearly all SaaS companies have straightforward goals for their content marketing:
1️⃣ Drive product sign-ups and trials
2️⃣ Everything else -traffic, brand awareness
HelloSign is no different.
We used ‘The Optimist SaaS Content Marketing Framework’
🔸 Pre-funnel content: targeting the Right Buyers
🔸 Top of the funnel content: helping prospects solve problems
✒️ Social-viral content (Thought leadership)
✒️ Evergreen content
✒️ Linkbuilding content
🔸 Middle of the Funnel Content: Driving traffic to product pages
🔅 Case studies and product content
Bottom of the funnel content: converting prospects into customers
Read the case study