Leveling up your organic content strategy w/ Emilia Korczynska

Executive Conversations

“Organic is this new big channel because it scales and you pretty much get an infinite return on investment if you rank well… When you're small and you don't have resources, you're kind of trying to do everything, and that's not the way to go. So I would wholeheartedly advise every small startup these days to just focus on the one thing that is really driving leads.”

Hello, hello. Welcome to another episode of the Flying Cat Marketing Interview Series. Today you’ll hear our conversation with Emilia Korczynska, Head of Marketing at Userpilot. She helped the company go from publishing four pieces of content on their blog to 40 in under six months? How did she do it? Userpilot’s Content Epics System.

When Emilia realized that building an in-house team wasn’t going to work for the company, she designed a way to streamline the brief creation, writing, editing, and proofreading processes. The new approach uses in-house brief creation and editing while outsourcing writing, using tools like Surfer SEO and StoryChief to automate the process.

In this episode, Emilia explains the Content Epics System approach and shares how Userpilot got to where it is today with content creation. She also touches on some of the challenges the business still faces with its content strategy and discusses where AI can be useful (and where it falls short) when creating content for a SaaS company.

Listen to the episode to get an inside look at how content production and organic growth happens at Userpilot, with bonus insights from Maeva about Flying Cat Marketing’s content production strategy at the end of the episode.
In this episode we talk about:

• Organic growth
• Content strategy
• SaaS marketing

Timestamps:

0:00-1:20 Introduction

1:31-3:45 The relevance of organic traffic and why it’s so valuable for smaller startups

3:46-6:10 How Userpilot drastically increased the amount of content it publishes and how other startups can better direct their efforts

6:11-8:53 Why Userpilot decided to take the content team in-house (and how)

8:54-11:40 Userpilot’s Content Epics System and how it works

11:41-12:49 The role of Userpilot’s Head of Content and how they fit into the content strategy

12:50-15:52 What Userpilot’s content creation process looks like, from writing to proofreading to SEO to editing

15:53-17:23 Why Userpilot manages all content in StoryChief

17:24-19:23 How Userpilot creates briefs and why they are so detailed

19:24-23:11 The writing and editing challenges that Userpilot continues to face and how they are being addressed

23:12-26:13 The problems with AI writing and where it can be useful for B2B SaaS content creation

26:14-27:37 Userpilot’s subject matter expert interview process

27:38-28:27 What Emilia wished she had known when she started doing organic content

28:28-30:30 Flying Cat Marketing’s content creation process and how it’s different from Userpilot’s

30:31-32:43 Where you can find Emilia and outro

Connect with Emilia on LinkedIn: https://www.linkedin.com/in/emiliakorczynska/

While you’re here

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