Leveling up your organic content strategy w/ Emilia Korczynska
“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 growthContent strategySaaS marketingTimestamps:0:00-1:20 Introduction1:31-3:45 The relevance of organic traffic and why it’s so valuable for smaller startups3:46-6:10 How Userpilot drastically increased the amount of content it publishes and how other startups can better direct their efforts6:11-8:53 Why Userpilot decided to take the content team in-house (and how) 8:54-11:40 Userpilot’s Content Epics System and how it works11:41-12:49 The role of Userpilot’s Head of Content and how they fit into the content strategy12:50-15:52 What Userpilot’s content creation process looks like, from writing to proofreading to SEO to editing15:53-17:23 Why Userpilot manages all content in StoryChief17:24-19:23 How Userpilot creates briefs and why they are so detailed19:24-23:11 The writing and editing challenges that Userpilot continues to face and how they are being addressed23:12-26:13 The problems with AI writing and where it can be useful for B2B SaaS content creation26:14-27:37 Userpilot’s subject matter expert interview process 27:38-28:27 What Emilia wished she had known when she started doing organic content28:28-30:30 Flying Cat Marketing’s content creation process and how it’s different from Userpilot’s30:31-32:43 Where you can find Emilia and outroConnect with Emilia on LinkedIn: https://www.linkedin.com/in/emiliakorczynska/While you’re hereFollow Flying Cat Marketing on the following channels to get more tips, tactics, and knowledge on content marketing:Listen to the Flying Cat Marketing Podcast on Spotify: https://open.spotify.com/show/7dCyOzFGosoNYJhbDOvfQdApple Podcasts: https://podcasts.apple.com/us/podcast/flying-cat-marketing-podcast/id1535206202?uo=4Stitcher: https://www.stitcher.com/s?fid=579505&refid=stprFollow me onInstagram: https://www.instagram.com/flyingcatmarketing/Facebook: https://www.facebook.com/flyingcatmarketingLinkedin: