Content Strategy That Generated \u20b91.2Cr in Pipeline for a B2B HR SaaS
The Challenge
PeopleOps.io was invisible in the SaaS content space. Competitors like Darwinbox and greytHR had years of content authority. The marketing team had no bandwidth and was producing 1\u20132 blog posts per month with zero SEO strategy.
Our Strategy
Built a programmatic content engine: topical cluster model around HR operations, payroll compliance, and performance management. Identified 340 keywords with commercial intent, built pillar pages + supporting content for each cluster, and added AI-assisted content production to 4x output.
Execution
Month 1\u20132: Keyword research, content audit, build topical maps for 8 clusters. Month 3\u20135: Produce 48 long-form articles (3,000+ words), 8 pillar pages, 4 comparison pages (vs. competitors). Month 6\u20137: Add interactive tools \u2014 Payroll Calculator, Appraisal Template Generator. Month 8\u20139: Distribution \u2014 LinkedIn newsletter, email digest to 12K subscribers, syndication to HR Katha and People Matters.
The Results
Organic traffic grew from 4,200 to 26,000/month (520%). 184 MQLs/month from content (up from 12). The payroll calculator alone generates 2,100 visits/month and has a 31% email capture rate. \u20b91.2 crore in attributed pipeline in 9 months.
“Content marketing was always treated as a nice-to-have for us. TechGeekStudio turned it into our highest-ROI channel. The structured approach — clusters, pillar pages, tools — is something we wish we'd done 2 years earlier.”