High-growth SaaS firms rely on a living library of evergreen content to drive a steady pipeline, yet those libraries can grow to tens of thousands of pages — far faster than teams can manually maintain. The AI revolution only accelerated net-new content generation velocity, putting pressure on teams to create more content than ever, which ultimately lands on the desk of organic growth teams to maintain, refresh, and update (or prune!).

However, each refresh still demands hours of keyword research, competitor analysis, writing, reviews, manual interlinking decisions, as well as CMS wrangling — capping each refresh velocity at roughly 40 articles a year, and leaving huge SEO wins untapped.

An underlying question arises: How can marketing teams update alleviate this operational burden and leverage the untapped value of content refresh by updating hundreds of pages in minutes. And doing so without diluting brand voice or quality?

Intelligent, CMS-native automation (as Webflow achieved with AirOps) turns refreshes into a one-click workflow that scales quality updates 5× and lifts traffic 40% within days — setting a new operating model for content-led growth.

1) The hidden cost of manual refresh at scale

Webflow’s content library is a growth engine — 44000 live pages and 1000+ blog posts that deliver more than 80% of new customers through SEO and direct traffic.

Yet engines that size can easily stall when every refresh demands three-plus hours of keyword research, rewriting, reviews, and CMS gymnastics.

At that scale, Webflow’s SEO team can only update about 40 articles a year, leaving thousands of assets to age out of alignment with algorithm shifts and evolving search intent.

Also, stale posts slip down the rankings, category pages stay thin, and high-value queries pass Webflow by, all while seasoned SEOs like Vivian spend their time copy-pasting instead of steering strategy.

The opportunity cost isn’t just lost traffic; it’s momentum, mindshare, and a compounding pipeline gap that widens with every unrefreshed URL. To solve this gargantuan challenge, Josh and his team turned to AirOps.

2) Automating the workflow with AirOps + Webflow CMS

AirOps turns Webflow’s refresh grind into a precision workflow that thinks like an SEO strategist and ships like a developer. Let’s dive into it step by step.

A. AI-powered keyword and competitor analysis

First, an AI-powered scan grabs the article’s primary keyword, benchmarks it against the current top-ten SERP results, and builds an SEO brief — complete with brand guidelines and a “small / medium / large” update scope — within seconds. No manual Ahrefs or SEMRush dives required — they’re not skipped, but all embedded in AirOps research powersteps.

The workflow flags missing sub-topics, intent mismatches, and backlink gaps, then wraps those insights into a one-page brief that tags the effort needed (small / medium / large) so editors can triage work in minutes, not meetings.

B. Dynamic, answer-engine-ready content recommendations

From there, these dynamic recommendations upgrade every layer of the article:

• Updates title tags, meta descriptions, and Open Graph fields to align with new search intent.

• Refreshes outdated statistics, and internal examples, while preserving brand credibility.

• Rewrites or expands thin sections to hit optimal word-count ranges and satisfy Google’s helpful-content guidelines.

During the process, the team optimizes for conversational and natural active voice, short and clear declarative sentences, while balancing related keywords like synonym and entity coverage. All of this within defined content structures like headings, numbered lists, and bullets to match the AI Overviews snippets. In simple terms, these are the things that boost the odds of landing “position zero”.

C. Human-in-the-loop editorial oversight

Vivian Hoang — Webflow’s SEO Lead — still runs the editorial console behind AirOps machine. She reviews the AI-generated brief, green-lights or tweaks recommendations, and sets the update scope.

And after AirOps generates edits, she can accept or reject each change inline — no messy Google Docs reconcile. Just grasp how much context switching the team saves by just reviewing content refreshes in one, single pane of glass.

D. Smart prioritization and automated internal linking

How do you prioritize which articles to refresh if you have 44000 live pages and 1000+ blog posts? We’re glad you asked.

• A new ruleset of the workflow grades each post’s staleness so AirOps can prioritize low-risk, quick wins first while resource-heavy rewrites are scheduled later.

• The workflow also knows when to suggest a light polish versus a deep rewrite, and automated internal-linking logic is next on the roadmap.

• The next release will auto-inject links to newer cornerstone pages, tightening topical clusters and lifting crawl efficiency.

E. One-click CMS publishing

Finally, one-click native integration with Webflow — or other CMSs — sync ships updates straight to Webflow, wiping out staging queues and copy-paste errors.

• Approved updates sync directly into Webflow — eliminating copy-paste errors, staging queues, and developer tickets.

• Publishing cycles compress from days to seconds, letting the team push fresh, optimized content while competitors are still writing briefs.

• And last but not least, a final pass on staging lets Vivian adjust structure and add contextual internal links before hitting publish (as mentioned before, this can and will be also automated soon within AirOps).

The result is a refresh machine that keeps humans steering strategy while software handles the heavy lifting.

3) The business impact of velocity

When operators have enough mindspace to shift from manual refresh queues to big-picture process architecture and debugging, it’s not just about speed and time savings. But speed converts straight into revenue leverage:

• 5X capacity expansion: Webflow’s team now pushes hundreds of article updates a year—five times their old pace — keeping every high-intent page current and extending their total addressable keyword surface without adding headcount.

• 40% traffic uplift in days: Fresh, intent-matched copy wins back lost rankings fast; early cohorts saw organic sessions jump 40% within the first week. Because each update compounds on the last, those gains snowball quarter over quarter into a resilient, low-CAC pipeline.

• Time redeployed to growth experiments: Hours once burned on keyword research and CMS gymnastics are now freed for strategic sprints—think net-new content, CRO tests, and cross-domain experiments that move revenue needles instead of pixels.

Altogether, this impact redefines a new operating standard for repeatable and modern SEO. With execution automated, the content org finally runs on OKRs rather than reactive firefighting, perfectly echoing Webflow’s promise to help teams “build better, faster.” The result is a distribution muscle and flywheel competitors struggle to match.

4) The new SEO operating model: automate, publish, win

This playbook shows how new, programmatic models are emerging in organic growth — especially where no one is looking.

Organic growth is evolving from rigid editorial calendars to a signal-driven system where rank drops, traffic decay, and intent shifts instantly fire off automated content refreshes across metadata, copy, and even other modals like video.

While most teams chase shiny net-new AI-generated LinkedIn or blog post, the real edge now lies in programmatically pruning thin pages, consolidating cannibalised clusters, and continuously re-optimising proven winners — especially for domains with deep footprint and solid authority.

This real-time, “if-this-then-update” loop turns every high-value URL into a living asset that adapts faster than Google’s algorithm, letting lean content teams compound traffic gains while competitors are still diagnosing what changed.

And this becomes even more relevant if you have a large website footprint with a decent DR. That’s when you ought to gain more from optimizing your existing properties than creating net-new content.

Closing thoughts

Webflow’s journey proves that the next SEO frontier isn’t publishing more — it’s wiring content growth loops that turns every existing page into a self-healing growth asset.

By fusing AI-driven research, human editorial checkpoints, and one-click CMS delivery, they lifted refresh capacity 5X, recaptured 40% more organic traffic in days, and freed talent to hunt net-new experiments instead of wrestling spreadsheets.

As our Founder Guillaume Cabane likes to say:

“In 2025, top 1% marketers won’t be running campaigns — they’ll be debugging workflows.”

This playbook embodies just that. If your domain already carries authority, the fastest route to the compounding pipeline isn’t another blog post — it’s automating the upkeep of the ones you’ve got.

Start small: pick ten decay-flagged URLs, plug them into an intelligent workflow, and measure the lift. Only once you see velocity converted to an uplift, you’ll wonder why you ever let stale content throttle growth.

The underlying principle is that Google rewards any experience that allows users to "do the thing" instead of "learning about how to do the thing".

By shifting from text-based content to interactive utilities like calculators, generators, and quizzes, growth teams can deliver real value, capture high-intent traffic, and guide prospects down the funnel more efficiently.

We’re calling this use-case-led SEO — an approach that aligns product marketing insights with the rigor of SEO (keyword) research, helping teams identify the right use cases, measure ROI by projected search volume, and adopt a fail-fast experimentation mindset.

• Use-case-led SEO can work as both lead generation and brand differentiation asset in the age of AI and LLMs. As AI chatbots and agents continue to advance and provide accurate answers to a vast array of questions, these tools can maintain, and even grow, their value by offering users a direct path to solutions for their problems, incentivizing them to visit your website with superior UX/UI for problem resolution and higher chance to stand out from others and become top-of-mind.

• Furthermore, use-case-led SEO tools have the potential to evolve into AI agents themselves. This transformation could take various forms, such as integrating with AI chatbots to offer personalized product recommendations or using AI to analyze user behavior and tailor lead-generation strategies accordingly. By embracing these advancements, these tools can become important PLG or prospecting entry points, even standalone product wedges with their own monetization streams. Think of an AI content generator with a free or paid tier that can funnel prospects into the core SaaS enterprise offering.

Equipped with no-code solutions and backed by cross-functional resources — such as engineering, product, and design — organizations can swiftly develop, launch, and iterate on these lead gen tools.

In this post, we’ll see how companies like Ramp, AirOps, and more showcase their use-case-led SEO, and how you can do it too!

By combining SEO, product thinking, and product marketing depth, growth teams can create a sustainable edge and transform organic channels into scalable revenue engines.

1. Understanding the shift from static SEO content to interactive solutions

One of the most significant changes in modern SEO strategy is the move away from static, keyword-driven content toward interactive, problem-solving solutions that go far beyond a typical blog post or landing page.

Rather than simply answering questions with passive text, well-crafted lead gen tools actively guide users toward solving a tangible challenge — like calculating budgets, automating data workflows, or creating personalized strategies.

This approach not only captures higher-intent traffic and engagement as per the latest Google algo changes but also significantly increases conversions by offering direct value from the moment a user lands on your site.

When planning these interactive solutions, it’s crucial to align keyword research with authentic user needs. Instead of focusing solely on high-volume search phrases, you can tap into product marketing insights to get deeper into customer pain points that arise in real-life contexts.

As discussed in Kevin’s latest Growth Memo on product marketing and SEO, you can use AI to mine any of these sources for these insights:

• Customer calls and support ticket transcripts: Front-line teams regularly interact with customers and can offer valuable insights into common questions, concerns, and frustrations. You can use ChatGPT or Humata to mine customer calls at scale and extract structured insights.

• G2 reviews: Customer reviews can also provide insights into product strengths, weaknesses, areas for improvement, and even competitive alternatives. Scraping these websites and related insights can also be a goldmine of insight for use-case-led SEO.

• Focus groups & surveys: Moderated discussions with a group of customers as well as targeted surveys, can gather quantitative and qualitative data on customer satisfaction, preferences, and needs, revealing shared pain points and opinions.

This customer-centric approach ensures that marketing efforts are aligned with genuine user needs, leading to a more prioritized and focused use-case-led SEO roadmap.

For example, if you find that “financial forecasting software” is a popular keyword in your niche, don’t stop at a generic blog post — create a tailored financial calculator or an interactive budget planner that walks prospects through the process.

Another key benefit of these immersive use-case-led SEO experiences is their potential to shift users immediately into a demo or a live product environment. Whether you’re showcasing a snippet of your SaaS platform or offering a limited hands-on trial, that seamless transition accelerates the buying journey by letting visitors “try before they buy.”

The result? More meaningful conversions and a sustainable, high-value acquisition channel that builds both authority and pipeline in the long run.

2. Sustainable differentiation and long-term growth

With use-case-led SEO, your content doesn’t just directly solve your audience problem, but it does so in a bespoke, interactive, and branded way. Classic SEO articles can be easily copied by competitors, but custom, interactive solutions are far more complex to duplicate.

By investing in building these specialized tools, you create a competitive moat that not only sets your brand differentiation apart but also sustains long-term growth.

Moreover, once the process of crafting effective lead gen tools is mastered, the opportunity to expand into a suite of such tools emerges.

• Each new asset can target a different stage of the customer journey, reinforcing your brand’s authority, enhancing user satisfaction, and contributing to a compounding effect on organic growth over time.

• This approach transforms static content strategies into dynamic and compounding ecosystems that continuously attract and engage your ideal customer profile from multiple angles — or different roles (eg. buyers and champions) and segments (eg. SMBs and mid-market) of your SOM in tandem.

• Scaling across tool types further amplifies this effect. Take Shopify as an example: they maintain a flagship business name generator landing page while also creating individual pages for long-tail keywords like “candle business name generator” or “t-shirt business name generator.”

• This tactic not only taps into niche search volumes but also demonstrates a deep understanding of varied customer needs, reinforcing brand authority across multiple segments.

By blending product marketing with advanced SEO tactics through free, use-case-led SEO tools, companies can build sustainable growth engines that are difficult for competitors to replicate and that generate lasting organic value.

3. Integrating examples and proven tactics

Let’s look at examples of use-case-led SEO from companies like Ramp, AirOps, Deepgram, Shopify, Riverside FM, and Storylane.

Ramp’s free growth tools

Ramp’s suite of free calculators and growth tools are a prime example of use-case-led SEO. They include a set of:

• Calculators — per diem, burn rate, reimbursements, etc.

• Generators — expense policy templates, mission statement

• Databases, directories, and libraries — vendor search, accounting docs

  

They even segmented the tools by a mix of customer segments — eg. Investors, procurement, accounting, and founders.

Specifically, their mission statement generator has been continuously capturing high-intent traffic since its inception. These interactive resources not only drive organic visibility — by being extremely SEO optimized pages complete with keywords, FAQs, examples, and product marketing CTA doors, but also build trust in the brand by providing tangible customer value from the outset.

AirOps AI strategy generator

Similarly, AirOps’ AI strategy generator goes beyond static text, offering a custom-tailored plan that resonates with users’ unique businesses based on their website and a full-blown, automated SEO research of adjacent players and competitors.

This input-based, use-case-led approach differentiates it from standard SEO how-to content, turning visitors into engaged prospects by solving specific problems in real time — and with clear entry points into nurturing and prospecting.

Deepgram AI tools database

Deepgram takes this a step further with its AI-generated database of thousands of AI tools — an industry-leading resource that attracts users actively exploring new SaaS solutions, thereby positioning Deepgram as an authoritative brand in this rapidly evolving market.

Shopify’s business name generator

Another example we love is Shopify’s business name generator, which captures niche search queries, reinforcing brand visibility while providing immediate utility.

As mention

Riverside recommended tools

Riverside FM curates an extensive tool collection that serves creators with tailored resources, enhancing user experience and brand loyalty — and funneling straight into their product signup form.

Storylane interactive demos

Another great example is Storylane — a fast-growing startup that has taken use-case-led SEO by storm and scaled it (they called it demo-led SEO, but hey!).

• They created 100 pages for use-case queries like “How to understand if your influencer's audience is the right fit? (using LinkedIn)” that cover “how to do X with [tool]?” — think Ahrefs, Mixpanel, Canva, etc. — working back from real ICP problems and insights aligned with keyword opportunities.

• They’ve done so by minimizing the amount of text on each landing page and putting their product front-and-center — it helps that their product is about creating (product) demos in 10 minutes! — making the content experience highly interactive.

• They manage to go from 700 to 70,000 monthly traffic and outranked all support articles from the actual domains (yes, they’ve outranked Canva, Slack, Ahrefs, and all the pages they created these demos for!) — proving once again that SEO can work really well with (almost) no text!

  

Together, these examples illustrate that by offering free, interactive tools, you can achieve sustainable and organic lead gen while also differentiating your brand!

A cautionary tale — keep in mind that initial spikes in results are not the end goal. In fact, it's quite the opposite. Without consistent effort and ongoing optimization, those initial gains can quickly disappear.

It's like a plant that thrives after the first rain but withers and dies without consistent watering and care.

4. Adopting a multifaceted mindset that blends product, marketing, and SEO

Now, let’s get into the execution part of use-case-led SEO. Creating effective use-case-led SEO demands a cross-disciplinary mindset that fuses SEO expertise, product marketing insights, and good UX/UI.

• Product marketers mine opportunities from customer research and optimize for high intent and recurrence in customer touchpoints.

• SEO experts ensure that these tools correspond to high-traffic opportunities and rank high in search results

• PMs and designers focus on making UX/UI and signup onboarding as seamless as possible.

Quantifying the return on investment for such tools is as crucial as their creation. Similar to how SEO data informs content strategy, marketers can leverage search volume, recurrence of use-case in customer calls, and analysis of competitive gaps to estimate a tool’s potential impact.

This methodical evaluation ensures that resources are allocated to projects likely to yield substantial organic visibility and sustainable growth, turning insights into actions that drive both short-term wins and long-term brand differentiation.

5. Strategies and resources for building effective SEO mini-products

Choosing the right tool format begins with aligning your solution to the user’s core needs and pain points.

• Calculators: sometimes, a simple calculator is ideal for providing actionable answers — think cost estimators or ROI calculators. This can start off with scrappy Excel sheets on the back-end that get embedded into a more dynamic iFrame of a branded landing page with a few tools mentioned below.

• Generators: In other cases, a generator that creates customized outputs adds more value, such as name generators or personalized strategy builders. In most cases, these are GPT wrappers — think customGPTs — trained for specific use cases and parameters.

• Quizzes & Chatbots: Meanwhile, a quiz can deliver an engaging, interactive experience that invites users to learn about themselves or their business while connecting them directly to your product offering. This can be a form or also a customGPT guiding the user towards specific paths and decision trees.

• Databases, directories, and libraries: even dynamic CMS collections of tools, templates, services providers and similar can have real impact on users. These collections effectively build a bridge for customers from their how-to query to concrete solutions and details or recommendations on which one is best for which use case.

Once you’ve decided on the tool type, leverage no-code solutions for rapid development. We recommend looking into software like the below to make it easy to spin up prototypes quickly.

• Cursor AI: An AI-powered code editor that helps developers in writing, editing, and debugging code — better for your engineering team.

• 0dev: A platform that allows developers to build and deploy full-stack web applications quickly.

• Outgrow: A no-code tool for creating interactive content like quizzes, calculators, and assessments.

• Stackblitz: A new way to build and deploy web applications with natural language.

• Softr: A no-code platform for building web applications and internal tools without code, using Airtable as a backend.

• Bubble: Another great Softr alternative to build full-stack applications with no code.

• Ucalc: A service for creating and embedding advanced calculators and forms on websites.

Keep in mind that turning your tool into a genuine pipeline driver may involve gating tactics. There are two ways of going about this:

• Hard-gate: you could require email sign-up before any interaction

• Soft-gate: you can allow some usage, then asking for email before revealing the results.

Which approach should you go for? The more you have a unique offer, the more you can hard gate. However, most companies should start with soft-gating in order to spread word-of-mouth and virality, then experiment with progressively harder gating.

Putting all this into practice demands a lean growth squad approach. Assemble a small, agile team that includes an engineer, a product manager, and a designer. Move fast, rely on no-code platforms to iterate, and concentrate on deploying a minimum viable version to gather real-world data.

Throughout this process, embracing experimentation is crucial: treat each lead gen tool as a growth test. Launch, measure, and be prepared to pivot based on user behavior.

Failure in one iteration simply provides the insight to make the next version even more effective, guiding you toward a sustainable, high-converting organic acquisition channel.

Closing thoughts

By blending product marketing acumen with SEO rigor, and by leveraging agile development strategies, use-case-led SEO can turn a static website into a high-converting interactive content ecosystem powered by valuable, differentiated lead gen tools.

Instead of simply chasing keywords, focus on delivering meaningful experiences that resonate with prospects and customers alike. As you scale this approach, you not only strengthen your brand’s presence in organic search but also build a sustainable foundation for long-term revenue growth.

Back in 2022, Gong used LinkedIn to make the company look ahead of where it really was, leading it to dominate the Revenue Intelligence category, which at the time was still in the making. 

Gong needed their audience to be comfortable with recording sales calls — and doing so with Gong over other alternatives — so LinkedIn helped make sales call recording and analysis desirable for sales leaders and positioning Gong as the leader in that space.

During the COVID years, Gong created the playbook of LinkedIn takeovers, with their CMO Udi Ledergor and CEO Amit Bendov becoming the archetype of founder-led marketing on LinkedIn. They did so also out of the realization that Gong’s audience (sales and marketing teams) — ”live” on LinkedIn. That’s why it’s key to go all in on the platform and build a native LinkedIn brand.

In this post, we’ll pull the curtain on Gong’s playbook and speak directly with Jonathan Costet, who built and executed Gong’s LinkedIn playbook back in 2020, growing the company page to over 200,000 followers in just over 2 years.

Let’s dive in!

1. Encourage Employees to Takeover LinkedIn

Gong's prime social strategy stood out for its LinkedIn takeovers. They managed to mobilize employees across every level and team to consistently post on LinkedIn, literally taking over the platform and creating mindshare. This was a great tactic to scale the brand’s organic mentions while decentralizing content creation efforts beyond just the “executive thought leaders”.

Jonathan and the team were smart to root these takeovers into employees’ peak engagement moments. For example, they encouraged new hires to share a post about their first week at Gong. By coordinating tens of these posts to go live on the same day, they gained momentum around the LinkedIn algo while ensuring the content was genuine and resonated with the audience.

This strategy wasn't limited to new hires, though. Gong capitalized on every pivotal moment of their story — company retreats, events, new content, product launches, end-of-financial years, and fundraising. The more moments they could leverage and get the entire org to create content, and tell their story and unique POV, the bigger their mindshare became.

Given the higher reach that the LinkedIn platform would give to personal pages over company pages, Gong was able to drive awareness beyond anything that could have been achieved from the corporate page alone.

Folks seeing these takeovers asked Gong’s CMO: “How do you do this? All I can see on my feed is purple”. He openly stated that without these takeovers, they’d have never built this million-eyeball reach.

Another key aspect was focusing solely on LinkedIn instead of following a cross-platform approach. This focus not only streamlined the takeover process and aligned the team’s efforts but also recognized LinkedIn's unmatched value in connecting with Gong’s target audience — B2B sales and RevOps leaders.

So how did they manage to create such a muscle and encourage people to post? First, they made it clear in their hiring process that LinkedIn content and personal branding are key company values and activities of the day-to-day. That:

It’s not just Marketing’s job to post on LinkedIn, but their core responsibility is to train and empower everyone to do so. Because when everyone spreads the word about Gong’s mission, everyone gains.

Things like drafting prompts, adding reminders on everyone’s calendar, hosting content enablement sessions, and sending 1-to-1 and 1-to-many Slack messages all drove bottom-up participation across the org. From the top down, managers encouraged their teams to engage consistently, reinforcing a culture of personal branding; and also leading by example by creating their content.

Executing this strategy early on in Gong’s journey paid off as they scaled. On the one hand, it trained the first cohorts of employees to become ambassadors who eventually turned into several LinkedIn micro-influencers with tens of thousands of followers each. On the other hand, it created a virtuous cycle that attracted talent who understood the benefits of content creation and personal branding, scaling this muscle into a proper internal UGC loop.

According to Jonathan: “This didn't happen by design, but it was a by-product of the strategy being so successful”.

2. Embrace Thought Leadership from Multiple Layers

To effectively encourage the whole company to regularly create content, you must have your entire executive team lead by example. 

Thought leadership shouldn't rest solely on the CEO's shoulders. Each thought leader can reach and influence different layers of the target audience in their unique ways — be it the CMO, CEO, Head of Content, BDRs, and Sales leaders — by articulating nuanced insights and POVs from their day-to-day work. Every one of these perspectives helped expose Gong to a broad audience and showcase the value of different use cases/personas

Realizing the potential of a brand with cross-layer thought leadership, Jonathan deeply involved the whole executive team in their content strategy and trained them to generate and formulate opinions around their areas of expertise, passions, and hobbies, to create content and make it an integral layer of the overall strategy.

This is a great tactic to maintain the momentum of the LinkedIn takeovers, leading by example with the wider organization. But also, it’s a strategy to shape more than one conversation across different levels of seniority within the target function — C-level, head of department, and ICs — to reach more segments of your target customer and influence buying decisions from different angles.

When you’re considering purchasing Gong, and you need to get buy-in across champions and economic buyers, it helps that each of these actors already knows who their Gong’s counterparts are, because they see their marketing and sales leaders sharing insightful stuff on LinkedIn. It builds affinity and trust, which influences purchasing decisions.

3. Build a Company Page with a Unique Brand Voice

LinkedIn takeovers and thought leaders accounts were complemented by a clear strategy for the Gong’s Company Page, which boiled down to one keyword — edutainment, or a combination of entertainment and education.

If you’re around LinkedIn today, it’s common to see creators posting insightful flowcharts on one day, and a funny meme the following one. That’s edutainment or zero-click content. And Gong was nothing short of a pioneer in executing this.

How do you build a brand voice? You think of it as a real person. What are they interested in? What would they talk about? What would they sound like? Which keywords would they use? Based on these answers, Jonathan and the team devised specific topics and copywriting styles to create Gong’s unique brand voice, including things like opinions, catchphrases, use of caps, and line breaks.

The team did a great job at optimizing the company’s page content balancing familiarity and consistency on one hand — so that even if you take your company’s logo out, people will still know whose post it is — while testing new topics and content that drives novelty and shapes new conversations.

To appeal to the LinkedIn algo, every post across all account types is optimized for short-form, and aimed to keep conversations on LinkedIn, keeping the engagement within the platform rather than redirecting traffic elsewhere, like we see these days with the typical “link in the comments”. This small tactic compounded the brand's reach and engagement organically.

4. Complement with Conversion-Focused Ads

The final component of the strategy was amplifying organic reach with conversion-focused paid campaigns, which can more effectively target elusive decision-makers like CROs and VPs of Sales.  

With organic providing millions of dollars worth of reach and awareness, the Gong team was able to focus the budget on demand gen, engaging decision makers at top accounts with a mix of content/product offers.

They set up their creative strategy to address the most painful pain points of the more senior target, and then deliver a compelling call to action to close the loop. These include whitepaper downloads, recorded demos, and product tours via Navattic, as well as free trials and demo signups.

Additionally, the campaign ensures that the creative visualizes the customer's pain points and hints at how the product UI could solve them. The Gong’s team was also one of the first beta testers of a killer LinkedIn Ads feature that is becoming popular these days — thought leader ads. This unique feature boosts organic posts with LinkedIn-level granular targeting. Another great tactic to reach the right people, compound social proof, and scale influence.

Unlike other channels, LinkedIn is uniquely positioned to drive high-value leads at hard-to-break-into accounts. By driving awareness through organic posts, the paid team was able to focus exclusively on prospecting into key decision-makers in top accounts.

Closing thoughts

To dominate on LinkedIn, companies must craft a unique brand voice, engage authentically with their audience at scale and from different perspectives, and seamlessly integrate brand awareness with conversion-focused demand gen.

By focusing on quality content that educates and entertains, businesses can scale organic reach and build a brand that stands out from the crowd. And then use paid marketing to drive highly targeted MQLs from decision-makers in key accounts.

As we all know, LinkedIn can be a powerful growth engine much more than a social platform. Gong’s unique approach shows in detail how your company and team can do the same, fostering lasting connections with key decision-makers, and driving pipeline.

• Tripadvisor has thousands of pages ranking for ‘best {thing to do} in {city}’

• TimeOut for ‘best {restaurant} in {area}’

• Glassdoor ranks for ‘{job title} salary’

• Wise has tons of pages ranking for ‘best {exchange rates}’

• Statista ranks for thousands of pages for ‘{category} - statistics & facts’

• Causal has recently ranked for ‘calculate {financial formula}’

• Thomas Cook ranks for thousands of ‘{location} weather in {month of the year}’

These are all examples of programmatic SEO or pSEO for short. It usually has three core levers:

• Users create landing pages at scale through UGC. Think Notion or Figma community-created shareable templates. 

• Alternatively, the company creates them by tapping into product inventory — typical of e-commerce and marketplaces like Amazon.

• Or by tapping through first- or third-party data sets, which is more typical of SaaS.

As you can imagine, the biggest constraint of any SEO strategy, even when programmatic, is content creation. Creating and deploying content, especially editorial, can be slow, expensive, and hard to scale. 

When you layer hyper-personalized retargeting on top of these experiments, you can dramatically reduce an already low CAC, which can help you crush competition faster and set you on a hyper-growth trajectory. AI-powered pSEO enables you to run structured content A/B testing and segment your audience through hyper-targeted queries. 

So how do you implement AI-powered programmatic SEO? What is the step-by-step framework, roadmap, and tool stack needed to implement it? 

In this blog post, we’ll unpack HyperGrowth Partners' own playbook for AI-powered pSEO — a strategy that helped Ramp become the fastest SaaS company ever.

1. Principles for effective programmatic SEO

Programmatic SEO is unlike any other, especially when powered by AI. The key to scaling pSEO pages is balancing the depth of information that brings sufficient user value with strong technical SEO that makes the content easy to crawl and index. 

To do so, you’ll need to optimize for the following tenets:

• Depth of content. To ensure your pages convert, you must provide real customer value regarding the depth and usefulness of the information. To do this at scale, it becomes key to access first- or third-party databases that are reliable and up to date, but also to know what your customer is looking for.

• Content accuracy. One of the biggest problems of AI-generated content is its accuracy, which can lead to “content hallucinations” that quickly erode trust and cause churn. A way to overcome this risk is by matching AI-generated content against web results like Wikipedia, algorithmic fact-checkers, or structured data sets. 

• Consistently high-quality user experience. The key to your pSEO is creating and indexing thousands of pages to credit your domain with high authority, which translates into traffic fast! To ensure scale, you must design page types that provide a great user experience, like top-tier design, navigation, and loading speed. This requires consistent page templates and structure to trickle down optimizations from experiments to thousands of pages of the same type.

• Evergreen content. When creating programmatic pages, aim to cater to topics and formats with long shelf life and relevancy beyond the publication date. Think of timeless information about locations, companies, people, apps, retail products, and other entities, and write about topics that never get old in your business. This way, your pages will capture long-term intent and allow your brand to become a true destination for your audience.

• Scalable query patterns. pSEO works best for customer queries that are very niche and specific but can be scaled across different permutations based on your industry. For example, a typical pSEO query is ‘best X in Y’, where X is your value proposition and Y is a modifier, like location. These queries can be low in search volume but high in intent, so when you scale to thousands of these permutations, you can capture a substantial reach of prospects with a high likelihood of converting.

2. Define and validate your query syntax

Define your query syntax

The first step to effective programmatic SEO is defining the Google search query pattern you want to rank for, which can scale across thousands of permutations. It’s normally composed of a specific keyword and one or more modifiers.

It’s always wise to start with your customer in mind and ask yourself things like:

• What are they searching for in the context of your product and business?

• What kind of information or content would be useful to them that is related to you?

You can brainstorm your query by starting with these common head term structures and adapting them to keywords common in your industry, business, and audience.

• Rankings: ‘best/top 10 X’, where X is your keyword (eg. ‘best restaurants’).

• Templates: ‘X template’, where X is your keyword (eg. ‘pitch template’).

• Data points: where the keyword is the data point category you’re looking for (eg. ‘salary’, ‘revenue’)

• Integrations: ‘X + Y integration’, where X and Y could be integrated (eg. Slack + Salesforce integration).

• Comparisons: ‘X vs. Y’, where X and Y are items to be compared (eg. ‘Rome vs. Milan best places to live in’).

• How-to questions: ‘How to X’, where X is your chosen keyword (eg. how to organize a trip’).

In the “See-Think-Do” content funnel framework, they’d fit more into the “Think” and “Do” buckets, which are aligned with the consideration/conversion type of content that reflects higher customer intent. To fully capture it, you need to add modifiers to your query syntax. Use up to 1-2 modifiers to ensure the query syntax is relevant to your keywords and can scale up to thousands of permutations.

Your customer segmentation criteria are great starting points for identifying your keyword modifiers. Examples include:

• Geolocation: ‘near me’, ‘in Rome’, etc.

• Market category: ‘in SaaS’, ‘in healthcare’, ‘in SEO’, etc.

• Persona: ‘for men, ‘for marketers, ‘for VPs’, etc.

• Company size: ‘for startups’, ‘for enterprise’, etc.

• Industries: ‘in real estate’, ‘in tech’, etc.

• Device: ‘for iPhone’, ‘for tablet’, etc.

• Use case: ‘for sale’, ‘for rent’, etc.

• Alternatives: ‘X alternatives’

To inform your query syntax brainstorming, you can use Ahrefs, MarketMuse, or Voxel to scan your (or your competitors’) website and identify low-competition pSEO opportunities.

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Validate your query syntax

Before going into the landing page structure, don’t forget to validate your query syntax. Optimize for the principles we’ve identified above, especially:

• Search volume vs. competition. What’s the balance between search volume and keyword difficulty for your query syntax? Is any other player already dominating the SERP for that query syntax? If your answer is yes, think about how you could add modifiers to your query to narrow your target keyword. For example, Thomas Cook wanted to first rank for ‘{city} weather’ but realized that weather.com was dominating the SERP for that query. They then spotted an incredible opportunity with significant volume and low competition for ‘{city} weather in {month of the year}’.

• Content value. What’s the value of the content that’ll match the query’s intent? Remember that the goal of pSEO is not just to generate traffic but to convert. Talk to 5-8 of your existing customers to validate whether the pages you’re about to create will actually match their needs.

• Scalability. How many permutations can you make out of the query syntax? We recommend having a potential of at least hundreds of permutations for pSEO to be meaningful. For example, if you take Booking.com use cases, they could match {hotels}, {things to do}, {car rental}, with >1 million cities around the world. This adds up to several million pSEO landing pages!

• Evergreen content. What’s the estimated shelf life of the syntax and related pages? Optimize for query syntax and content types that cater to long-term intent.

3. Create your pSEO landing page template

Define your page elements

With a clear query syntax, you can now create your programmatic landing page template. Think about which components are needed on your page. For example, you could have things like:

• Widgets for weather, maps, charts, and tables

• Structured snippets for recommendations with images, videos, and recommended content

• And don’t forget structured text!

Create your CMS collection(s)

Once you’ve decided on your landing page elements, you can use Webflow to create scalable, SEO-optimized landing pages with top-tier design. You can create a CMS collection page for each query syntax type and programmatically scale that template for thousands of variations.

For example, if you have two query syntaxes — ”top {use case} templates for {persona}” and “best {use case} tactics for {personas} ”, you can create two collections — the first called /templates and the second called /tactics — and scale each for the respective permutations.

Create your design template

There’s no one-size-fits-all landing page structure. As mentioned above, we recommend creating a page structure that balances search engine friendliness (eg. information architecture and depth, structured data) and user experience (eg. narrative, design, value, UX/UI).

For example, each landing page should have these components:

1. SEO metadata — titles, descriptions, and rich snippets — that match your target keywords

2. Easy to navigate main navigation, with clear CTA and sharing buttons

3. Breadcrumbs and table of contents to skim through the long-form content

4. Structured markdown formatting for long-form content (H1, H2, titles, bullets, etc.)

5. Social proof elements like logos, reviews, badges, and data points

6. Rich content like data snippets, images, charts, and videos, including alt tags

7. Internal linking to related content, editor picks, recommended topics, etc.

8. FAQs block that could be featured in the SERP with schema markup

9. Structured footer that mirrors your sitemap

When you design your Webflow templates, you can use HTML embeds to populate the above components by pulling copy, images, and metadata from a data set (more below).

For reference, here are some pSEO landing page examples that we love.

• How to articles — Causal

• Templates — Notion, Canva, Airtable, or Figma

• Places and things to do — Booking.com, TripAdvisor, Nomadlist, TimeOut, Thomas Cook

• Apartments to rent or buy — Airbnb, Realtor, Zillow

• Integration pages — Zapier, Tray

• Product analysis — G2 (comparisons and alternatives), DelightChat (tips)

• Data and stats — Glassdoor, Wise, Statista, Payscale

Add advanced SEO settings

Also, these additional settings might be more advanced, but they do make the difference if you have the technical resources:

• Technical SEO: crawling, rendering, Indexing, site structure, structured data, SSL, page speed, status codes, canonicalization.

• Mobile SEO: If applicable to your product, you should optimize crawling and rendering and speed specifically for mobile devices.

• International SEO: If applicable to your business, consider your URL slug to include translation/localization capabilities. International SEO can be quite a feat — but it can also yield substantial scale benefits.

4. Populate your landing pages with data sets and feeds

Prepare your Airtable database

Now that you have your page-type design templates, you’ll need fresh data to feed to your landing pages. First, you must set up a database table to store your pSEO landing page data. We recommend using Airtable and setting up your database this way:

• Each database table is a landing page type for each query syntax you create.

• Each database column is a landing page component to customize with data. For example, that can be your URL slug, SEO metadata, headline, body text, images and videos, related content, and so on and so forth.

• Each database row is an instance of your pSEO landing page. In the example of TripAdvisor, that could be a location.

Here’s an Airtable database template by the Whalesync team to inspire you. Remember, the more customized these landing pages are, the more useful they’ll be to your high-intent customers and the higher your conversion rate.

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Scrape data from the Web to populate your dataset

Once your database is ready, you have two options: either you ‘build’ your own data by feeding your own data set to your Airtable DB, or you ‘buy’ it by tapping into an existing one from a third party. In the latter case, you can use ScrapingBee, Simplescraper, or ScrapeHero — or specific public APIs like Unsplash, Yelp, or Google Maps — to scrape data that match your query and fill in your landing pages. Some examples of data you can pull:

• Asset prices and other indicators of stocks, bonds, crypto, or currency exchanges

• Product pricing, availability, and review data from e-commerce sites like Shopify

• Financial asset prices data across stocks, bonds, commodities, crypto, and more

• Real estate data across listings, agents, brokers, mortgages, and more

• Job market data like salaries, job listings, and vacancies

• Travel, hotel, airline, and rental data such as reviews, prices, and availabilities

• Market research, facts, and stats data on global trends from sites like Statista

• Firmographics and technographic data on companies from sites like Clearbit

• Locations and weather data from Google Maps, Yelp, and weather.com

• Public social data from Twitter, LinkedIn, Youtube, and more

• High-quality images of cities, foods, and more from sites like Unsplash 

Sync scraped data with your Webflow landing pages

You can then add DataFetcher as an Airtable extension to filter, map and push each scraped data point to a field of your Airtable database. Ensure that each scraped data is mapped to create new rows of your Airtable database and populate the related columns, as each new data point will populate your query syntax and create a new programmatic page.

As a next step, you can use WhaleSync to sync your Airtable data directly into your Webflow landing pages. This way, updates in your Airtable datasets will automatically trickle down in Webflow. And — ta-dah! — your scraped data should automatically create all your pSEO landing pages.

5. Enrich your landing pages with AI-generated content

By now, you’ll have created hundreds of pSEO landing pages enriched with third-party scraped data. However, if your pSEO page type strategy doesn’t allow you to tap into this data, it’s more of a long-form content — like a blog post, an FAQ article, etc. — you can use AI to scale this process.

ChatGPT, Jasper, CopyAI, WriteSonic, RankIQ, or Byword allow you to write your content and feed it automatically to your Airtable columns to land on the right Webflow page.

• Specifically, you can sync ChatGPT directly to DataFetcher to feed your prompts automatically and create short-form headlines, descriptions, and long-form blog posts.

• Or you could use a combination of ChatGPT and Zapier to land the same info if you don’t have access to the ChatGPT API.

Here’s a great tutorial from the Whalesync team that gives you a glimpse into the full automation process across Airtable, DataFetcher, ChatGPT, WhaleSync, and Webflow. To streamline the AI prompting, you can also use these dedicated writing best practices and SEO prompts library.

To prevent content hallucinations, especially for long-form content, we recommend layering plagiarism and fact-checkers like Grammarly, Longshot, and PepperContent to ensure the AI-generated content is accurate and reliable.

To take it to the next level, you could do the same with image creation:

• Use the Unsplash API to fetch images for specific keywords in your Airtable database and populate specific sections of your Webflow landing pages.

• Or generate custom creative images with Placid and land them directly into your Airtable and Webflow pages.

Don’t forget to spot-check any output from AI since false information can always slip through.

6. Refine your pSEO landing pages

To ensure you capture your pSEO organic traffic, you must ensure your pages get crawled and indexed correctly. At HyperGrowth, we use Alli AI to:

• Automate page crawling, indexing, and optimize schema markup to climb up your rankings

• Self-run A/B tests on headlines, subheadlines, and descriptions for target keywords

• Optimize site speed and advanced SEO settings for enhanced customer experience

• Trickle-down real-time deployment for site-wide optimizations across all your pSEO pages

And if you want to get deep into conversion rate optimization to brainstorm how to run your A/B tests, we’ve written a dedicated guide for it too!

Closing thoughts

Congrats! By now, you should have created thousands of pSEO landing pages. What could have taken you months of work across content marketing, technical SEO, design, and engineering, took you just a few weeks of focused strategy and execution work.

C organic traffic at scale and significantly reduce the time-to-market. As we’ve seen, AI also plays an important role in reducing your fully-loaded CAC by saving time on content ideation, creation, and optimization.

Last but not least, when you continuously refine your pSEO landing pages with structured and site-wide A/B tests, you’ll be able to consistently have statistically significant learnings on what’s driving more results and reliably scale growth.

We can’t wait to see what you can do with this playbook. With the right tools and pSEO strategy, the sky’s the limit!

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Despite its importance, content is where many companies still get it wrong. Creating and planning content can be chaotic. Also, content efforts usually have unclear success measures. After leading demand generation at top-tier companies such as Adobe, Amazon, Intuit, Legalzoom, Yahoo, and now Okta (via Auth0), I’ve gained a unique perspective on what it means to run a growth-oriented content marketing operation.

Especially at Auth0, content and community were the main contributors to our acquisition by Okta. Thanks to our strong content and community, we went from $37M to $200M in ARR organically, with little-to-no paid media spend. And then we were acquired for $6.5B!

So, how can you plan and track your content operations to ensure it drives actual results?

In this post, we’ll discuss the common pitfalls of managing and measuring content and share our step-by-step framework (and templates!) to set your content North Star, so you and your team can overcome them and steer your content efforts toward bottom-line impact.

In pt. 2 of this series, we’ll delve into how to use your content North Star to plan and experiment with content that drives growth!

Common pitfalls of managing content

The two main pitfalls we’ve observed in running content ops are related to planning and measurement. 

Let’s start by examining the content planning spectrum. On one hand, you optimize for quantity of content, and on the other, for quality. Needless to say, you need to strike a balance between the two. However, most teams land at one of the extremes.

• Firehose approach. If you follow this approach, your focus is purely on quantity — to publish more and more content. This is typical of brands keen to stay top-of-mind by ensuring they’re always in your feed and inbox. However, this approach carries a high risk of desensitizing your audience and channels, diluting your brand’s narrative with more superficial content. Internally, the firehose approach can lead to gargantuan cross-functional operations and approvals, creating team burnout and making it hard to reconcile these efforts with impact.

• Sprinkled approach. On the flip side, this strategy over-indexes on quality without maintaining a consistent cadence. While it’s beneficial to publish in-depth and well-researched evergreen reports, doing so sparingly won't build brand awareness or a pipeline. It also doesn’t provide your teams with fresh assets for distribution channels. Usually, this reveals a lack of overall marketing strategy, not just content. Every marketer knows content consistency is key; you must maintain a presence. Or else, you’ll be drowning in the sea of (AI-generated) content out there.

Something even more overlooked is content measurement.

• Vanity metrics. I’ve seen many teams focusing on tracking metrics that boost their egos and political status internally but don’t influence the bottom line. Tracking just likes and followers might boost team morale in the short term, but it doesn’t equip your team with the right data to operate long-term. If you don’t design your content around business impact, you’ll optimize for close-to-zero ROI and brand equity dilution.

• Drowning in metrics. On the flip side, some other teams track too many metrics without distinguishing the importance between reach, engagement, or pipeline. Over-tracking can lead to operational stretches, internal confusion, and a lack of a clear direction. Rings a bell?

How do you then balance content quality and quantity? And which metrics should you focus on to optimize for what matters, such as revenue and pipeline?

Start by setting your content North Star

Before getting into content planning, you need to focus on measurement. As one of our all-time favorite quotes says, “If you can’t measure it, you can’t improve it”. And as with many other things in business, effective measurement starts with a North Star. 

But again, don’t fall prey to the common pitfalls of setting just any North Star. An effective North Star metric enables your team to:

• Set a baseline: measure your starting point to drive focus, traction, and progress

• Optimize results: steer your team and inform the nature of your experiments and A/B tests

• Track efficiency: close the loop with the bottom of the funnel (eg. revenue or pipeline, not just vanity metrics)

• Like-for-like comparison: evaluate different channels, content types, and formats in a normalized and uniform way.

What does that mean in practice? Here’s our step-by-step approach.

1. Map your conversion points and your content grid

For example, at Auth0, our buyer’s journey spans awareness, consideration, and conversion. Each stage has various content touchpoints:

• Awareness: LinkedIn, emails, webinars, SERP, free tools, podcasts, newsletters, etc.

• Consideration: blog, landing pages, case studies, special reports, etc.

• Conversion: tutorials, templates, code samples, guides, etc.

On the other hand, you should also map a grid of your content marketing efforts across three main components:

• Content themes: what is your content talking about? This is usually worked back from your product marketing strategy, core messaging, and buyer’s persona.

• Content types: how will you bring your themes to life? This comes down to format and will be linked heavily to the third component, the distribution channel.

• Distribution channel: where is your content type going to be distributed? There are usually three macro categories here. Just remember SSE — site, social, and emails.

2. Estimate an expected value of each conversion point

Just like different funnel touches contribute differently to closing a deal, a “like” on a LinkedIn post, a blog page view, and a gated content download have different influences on the bottom line. 

The goal of this exercise is not to be perfect but to estimate how each of your content touchpoints ties back to revenue. You can update the items in the equation quarterly to factor in new content types and formats and ensure the weights reflect your latest attribution data.

How to estimate the value of each touchpoint? Set realistic expectations. Again, the goal is not to be exact but to lock in a baseline, track progress, and channel your team’s momentum.

3. Assign weights to each touchpoint

Once you’ve estimated the value of each touchpoint, we’ll set up your North Star to optimize for FIRE. 🔥🔥🔥 

• Frequency: number of views to stay top-of-mind

• Impact: influence your bottom line

• Reach: to reach as many unique people in your TAM as possible

• Engagement: to capture attention and drive action

Intuitively, impact metrics should have higher weights than frequency-related ones. 

However, the logic can also be customized based on company goals, stages, and resources. For example, if you’re building a new market and category, you might want to optimize your North Star weights for awareness. If you’re operating in a crowded market, you might want to index more for engagement to ensure you’re capturing enough demand. In any case, keep a sensible chunk of your weight on impact to ensure you’re influencing the bottom line.

4. Roll up your FIRE score to uncover content insights

You can then unify all your FIRE components into a single FIRE score, the ultimate reflection of your content North Star. Now, you need to assign weights to each touchpoint based on their impact on the bottom line. You can use your attribution data to inform this exercise.

If your team is ready to set up your North Star and drive hyper growth through content, hit us up at HyperGrowth Partners. We’ll assemble a tailored team of VP-level content, demand gen, and SEO advisors to help you revamp your content ops.

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If you bake all these core metrics into your North Star, you’ll not only have one measure of progress, but you’ll also be able to discern which content type, format, and channel drives which side of the equation. How? By breaking down your FIRE score by the content themes, types, and distribution channels that we’ve identified at the beginning of our exercise.

This additional analysis is paramount to unlock key insights about your content distribution channels and inform which content types/formats drive an overall growing FIRE score. For example, a LinkedIn post will have more reach and engagement but might contribute less to impact, whereas your templates might drive more leads but reach fewer eyeballs.

When you calculate your FIRE score across different channels, ensure you define engagement accordingly. Because different channels have different engagement behaviors and metrics, your FIRE score allows you to normalize these differences and make more educated apple-to-apple comparisons. For example:

• Social (TOFU): likes, comments, shares, follows, CTR, % read

• Email (MOFU): opens, clicks, subscribers, reads

• Site (BOFU): reads, % read, leads, pipeline

Don’t need to implement all of this right off the bat. It’s key to start small, especially when tracking impact. Start by just tracking leads, then layer in qualified leads, pipeline, and revenue, as you gather more data and confidence and iterate your FIRE score.

By the end of the exercise, you can visualize your content performance as below. When you have these types of insights, the sky’s the limit!

Want to create these charts to measure your FIRE metrics yourself? Just make a copy of our template.

Download FIRE template

Closing thoughts

Taking all into account, the FIRE North Star is a practical framework that uncovers important blind spots and aha moments in your content production and distribution. 

For example, one of our clients realized their blog wasn't contributing much to their FIRE score, making it clear they needed to focus on being more active on other channels, opening up new hypotheses for different experiments.

Given content's primary role in any broader marketing, we know how valuable this reporting framework can be!

If you want to start tracking your FIRE score, we can work together to implement this and many other frameworks we have to accelerate your company’s trajectory toward hypergrowth.

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In this post, we’ve discussed how to measure your multi-theme, -format, and -channel content operations with a single measurement. But if you want to know how to take these insights and inform your content experiment roadmap to drive hyper-growth, then…

Editor’s Note: This article was written in collaboration with , who assisted in bringing to life ’s experience and insights through his writing.