How Zapier Built a Content Marketing Machine

How do you help people discover software they need but don’t yet know exists? That was the challenge I faced when I became the second member of Zapier’s editorial team in 2014. Zapier’s team had built a tool to automate your tedious business tasks. Anything you could do by copying and pasting—tweeting new blog posts, emailing new customers, adding orders to a spreadsheet, alerting your team of outages—Zapier could do faster, better, and while you slept. Therein lay a content strategy. Most people didn’t know they needed Zapier three years after it was first released, but they did know they needed a way to speed up their work and solve software issues. We could tell them how to build better software workflows—and recommend Zapier along the way. That strategy helped us build a library of content that today brings in over 2 million readers to Zapier each month. Here’s how we built it. A blog written for multiple audiences Write great stuff, and people will come. That was our basic strategy on Zapier’s blog. It was something our managing editor, Melanie Pinola, brought from Lifehacker. “Their answer for what success looks like is ‘creating content that’s helpful,’” she told us. My writing was focused on software tutorials and roundups. Zapier supported, at that time, hundreds of apps. I couldn’t write about everything, so it made sense to prioritize by popularity. I’d start at the high level, checking Zapier’s software categories on Ahrefs to see which were most popular. To-do list apps and CRM software got 46,000 and 36,000 searches a month. I’d figured it was better to cover those first, then focus on smaller categories like HR or invoicing software later. Then I’d drill down from there to find what people were searching for around these categories. For example, I’d click the term “crm…

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