B2B Blog Strategy for Organic Growth
A 12-month content strategy and blog programme for a field operations SaaS company that moved them from zero to 14 top-three organic rankings and $280K in influenced pipeline.
Client: Fieldwork
14
Top-3 Rankings
Commercial keywords in 12 months
8,400
Organic Traffic
Monthly sessions (from near zero)
$280K
Influenced Pipeline
First-touch attributed, 12 months
48
Content Published
Long-form pieces across 12 months
Fieldwork had no organic presence when we started. Their three direct competitors dominated the first page for every commercial keyword in their category. The founding team had prioritised product and sales, but were approaching a Series A and needed to demonstrate organic channel viability to investors — and to reduce their dependency on paid acquisition.
They had tried blogging before but had produced only four posts in 18 months, all of which were product announcements. They had no content strategy, no keyword framework, and no editorial cadence.
We started with a full-day content strategy workshop with the CEO, Head of Product, and two of their most successful customers. From this session we built a topical map covering 120 target keywords across three intent tiers: awareness, consideration, and decision.
We then produced a quarterly editorial calendar, prioritising decision and consideration keywords first to accelerate commercial impact, while building awareness-stage content to establish topical authority.
Over twelve months, we published 48 pieces of content. Each was written by a specialist with field operations experience and reviewed against a custom quality rubric covering: search intent match, depth of coverage, proprietary perspective, and conversion architecture.
We also implemented a systematic internal linking structure and worked with their developers to optimise technical content delivery: schema markup, crawlability, and page speed for editorial pages.
By month twelve, Fieldwork had first-page rankings for 41 target keywords and top-three positions for 14 of their 20 highest-priority commercial terms. Organic traffic grew from essentially zero to 8,400 monthly sessions.
More importantly, the content was converting. The blog accounted for $280K in influenced pipeline over the twelve-month period, tracked via UTM parameters and first-touch attribution in their CRM. Their Series A pitch included organic channel data as a key proof point for product-market fit.
We went from non-existent in organic search to competing for the top spots in our category — in twelve months. The content SCRIPTED. produced is genuinely better than anything our competitors publish, and that's reflected in the results.
Marcus Ibáñez
CEO · Fieldwork
Project Details
- Client
- Fieldwork
- Industry
- B2B SaaS / Field Operations
- Service
- SEO Blog Writing & Content Strategy
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