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Building Sales and TOFU Content

An innovative financial planning and analysis (FP&A) platform, Drivetrain operates in a crowded and competitive sector. Its audience is sophisticated - SaaS CFOs, FP&A analysts, and RevOps professionals.

The company's content reflected its team's expertise. Yet, there was a disconnect.

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Drivetrain rankings
Drivetrain sample content RPO

The Challenge

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  • Drivetrain's content was high quality but wasn't showing up in front of its audience.

  • Search results were crowded, with popular brands capturing top spots.

  • There was no content to link bottom funnel assets to its audience.

  • Sales was spending time educating prospects on SaaS metrics instead of highligting how Drivetrain was different.

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The Solution

 

  • Create a metrics glossary to educate prospects and capture high intent SEO traffic.

  • Demonstrate product utility within each piece of content to establish credibility.

  • Differentiate content with Drivetrain's internal expertise to present a unique PoV on popular topics.

  • Create a bank of future content topics through a content audit for Drivetrain's content team to draw from.

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The Results

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  • Articles created as part of the metrics glossary account for 25% of Drivetrain's current traffic.

  • 9 out of 15 pages created rank in the top 10 in search. 3 pages rank in the top 15.

  • Content topics identified during the content audit continues to increase Drivetrain's overall traffic.

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