Content That Converts
How Workvivo 11X’D HR Tech Leads Using “Department Focused” Content
Lift in organic traffic to content pages
Savings in PPC Costs Per Month
Lift in new organic SQL’s
THE CHALLENGE
Workvivo, a leading intranet platform, had already achieved product-market fit but struggled to differentiate in a crowded marketplace.
They faced three major challenges:
Our competitive analysis of 10 industry peers revealed key gaps in Workvivo’s strategy.
They were behind in content production, relevance, and link building. Competitors were rapidly gaining ground in Google search, putting Workvivo at risk of falling behind forever.
Workvivo is the world’s leading employee experience platform, connecting teams and boosting engagement through tools like social feeds and peer recognition. Trusted globally, it’s the ultimate solution for a connected, engaged, and inspired workforce.
THE SOLUTION
We developed a 180-day, 3-part growth plan to rapidly improve organic traffic, generate qualified leads, and reduce reliance on paid campaigns—all backed by measurable data.
To stand out in the competitive HR tech landscape, we helped Workvivo define a clear, compelling position tailored to HR professionals.
We mapped out the pain points for three key profiles:
Then we crafted messaging that framed Workvivo as the ultimate solution for their specific needs. This unique positioning highlighted the platform’s relevance to each department.
We built a robust content engine to transform Workvivo’s internal expertise into actionable, SEO-driven content. Our efforts included:
Once the content was optimized and new pieces created, we focused on promotion to amplify reach and authority.
✓ Strategic Outreach: Partnered with high-authority HR publications to secure backlinks and content placements. Our efforts yielded 15 high-quality backlinks (DR 45–90) in just the first month.
✓ Community Engagement: Promoted Workvivo’s content in HR forums and groups, ensuring visibility among decision-makers.
✓ Link Reclamation Campaigns: Identified broken or outdated links on industry sites, positioning Workvivo’s content as the preferred replacement.
This strategic promotion not only enhanced rankings, but also solidified Workvivo’s thought leadership in the HR tech space.
“The team over-delivered. Thanks to JourneyEngine Inc’s efforts, organic traffic and Marketing Qualified Lead (MQL) have increased significantly. Their collaboration is seamless.”
THE RESULTS
Increase in Traffic to Content Pages
5X Increase in Traffic to Content Pages A 138% lift in overall organic traffic, with a 56% boost to pillar pages.
PPC Cost Savings Per Month
Six months into the campaign the “PPC value” of organic traffic was $19K per month, compared to just $4K before the campaign began.
This is attributed to better rankings for highly competitive, low funnel keywords.
Increase In Sales Qualified Leads
Lifts in top line organic traffic are great, but the project wouldn’t be successful without proving business value off the back of those lifts.
The content we produced and optimized was successful in generating 11X more sales qualified leads (verified sales appointments) compared to the period before the campaign began.
Most importantly, WorkVivo’s marketing team was happy with the outcome! In addition to executing a campaign that helped them deliver proven results, we were able to help the client communicate these results to their internal stakeholders and adjacent departments.
Ready to boost your growth with expert-led, SEO-optimized content? Harness the power of our content brief tool and turn your team’s knowledge into a competitive advantage.
