Case Study: Impact on a leading B2B SaaS blog 

Most SaaS platforms don’t have a content problem. They have a connection problem.

Plenty of words, lots of promises. Not enough clarity.
Plenty of traffic. Not enough action.

When I joined Sender (an email marketing marketing automation platform), my goal was simple:
Write content that drives growth and make our blog the most helpful thing someone reads that day.

That meant lots of experimentation in a post CGPT era to rank on competitive keywords and converting those readers into product-aware leads. 

Not just writing new pieces, but updating old ones, fixing structure, improving internal linking, and most importantly - making sure real people find them useful. No fluff. No filler. Just helpful, relevant content that hits search intent and holds attention.

With 10+ years in content marketing, I’ve seen SEO trends come and go — but in today’s AI-saturated world, original, human, helpful content isn’t optional. It’s your moat.

I worked on topics across key niches like software roundups, marketing automation, ecommerce marketing, email tools, and lead generation, and helped refresh, optimize, and scale content efforts.

What I Worked On

• Creating original long-form blogs in niches like email marketing, lead gen, and ecommerce — blending storytelling with SEO

• Updated and repurposed older posts to improve rankings, add missing depth, and plug in relevant CTAs

• Used scroll-depth triggers like curiosity lines, hooks, and formatting changes to increase time-on-page

• Collaborated with product and SEO teams to align content with actual features and user pain points

• Maintained a high editorial score (88–90) across 78 blog posts in Q4 of 2024 alone, without compromising speed or depth

Here’s a quick look at the impact 👇
From Q3 to Q4 2024:

• ✨ 62.5% increase in content output

• 📈 9% rise in EDU engagement time

• 🔁 41% increase in returning visitors

• 🧠 Near-perfect engagement rate on key blogs (99.9%)

• 🎯 8234% spike in holiday blog conversions (yes, really)

My Role & Impact on the Blog in Detail 

Role: Content writer, SurferSEO optimizer, 
Focus: SEO-Optimized Long-Form Content for Blog (Educational, Alternatives, Software Roundups, and other series) 

Check out select pieces from Sender's blog in my portfolio here. 

All contributions to the blog: Sender Blog

Like any other online publication, the goal was to improve reader engagement, session depth, and conversions from organic traffic, without bloating content or compromising on clarity.

The goal was to write articles that ranked, converted, and built trust, all while feeling human, helpful, and highly readable.

My Contribution

As one of the lead writers, I focused on:

• Restructuring content for scannability: I shortened paragraphs, used bullets, and added hooks to make articles feel more like conversations than manuals. 

• Using emotional triggers & curiosity: Phrases like “We’ll talk about this in a bit 👀” increased scroll depth organically.

• Upgrading internal linking creatively: Instead of robotic CTAs, I crafted natural hooks like “Also read this if…” that doubled as helpful nudges.

• Content performance focus: I rewrote underperforming tool descriptions and added visual cues (images, stats, and examples) that made complex info digestible.

The Impact (Comparison between two quarters)