PubNub, an internet Infrastructure-as-a-Service (IaaS) start-up located in San Francisco, was in need of a content marketing strategy to spur both new user acquisition and increased usage from existing users. While serving as Director of Marketing at PubNub I developed a content marketing strategy and oversaw the execution of individual tactics to achieve these business objectives.

My team and I first developed a detailed editorial calendar so that content could be developed to meet specific business goals and then rolled out strategically in conjunction with other marketing campaigns. Content was grouped into one of several categories including:

Product Demos – Short single posts or multi-part longer posts showing how to implement PubNub into a project. These posts included code snippets and centered around common use cases.
Customer Case Studies – Choosing customers across several common use cases we developed case studies outlining our customers’ products as well as the PubNub solution itself.
Guest Blog Posts – I authored guest blog posts for strategic partners including Red Hat’s Open Shift Blog. This drove inbound traffic and product awareness.
Company Content – To raise general brand awareness we created company related posts including employee profiles, product news and developer created hack-a-thon content.

Once the calendar was created I led the team in the creation of these materials. These efforts led to a triple digit growth in new sign-ups, an increase in web traffic and a bump in sign-up to unique site visit ratio.

Follow me on Twitter

My Tweets

Site Navigation

Hello, I’m Dan LaBelle
Projects
Blog
About Me
Contact Me

Content Marketing

Designed and oversaw execution of a successful content marketing program at PubNub.