PeopleFirst HR Software | saas

HR Tech Company Builds $4.2M Pipeline Through Content Marketing

Boston, MAB2B HR software company (45 employees)18 months engagement

SEO & ContentWeb DesignLead Generation

Challenge

PeopleFirst had a solid product but was entirely dependent on paid acquisition. With customer acquisition costs exceeding $1,200 and venture-backed competitors outspending them 10:1 on Google Ads, they needed an alternative growth channel. Their blog existed but was an afterthought—12 thin posts written by the marketing intern, no strategy, no keyword research, minimal traffic. Meanwhile, competitors like Gusto, Rippling, and BambooHR dominated every HR software search query.

Solution

We built a content engine designed for long-term organic dominance: Competitive Content Gap Analysis: Identified 200+ high-intent keywords where competitors ranked but PeopleFirst was invisible. Prioritized by search volume, competition level, and purchase intent. Pillar-Cluster Architecture: Created comprehensive pillar pages for major topics (payroll management, employee onboarding, performance reviews, benefits administration) with 15-20 supporting cluster articles each. Expert Content Development: Produced 8 in-depth articles monthly (2,500-4,000 words each), written by subject matter experts with original research, proprietary data, and actionable frameworks. Technical SEO Foundation: Restructured site architecture, implemented proper internal linking, optimized Core Web Vitals, and added comprehensive schema markup. Link Acquisition Strategy: Built relationships with HR industry publications, contributed guest content, and created linkable assets (annual surveys, calculators, templates) that earned 180+ backlinks. Content Upgrades: Created gated content upgrades (templates, checklists, guides) that converted readers into leads without aggressive popups.

Results

+5,079%

Monthly Organic Traffic

2,800 → 145,000

+5,322%

Ranking Keywords (Top 10)

23 → 1,247

+2,433%

Organic Lead Generation

15/month → 380/month

+3,400%

Pipeline from Organic

$120,000/month → $4,200,000/month

-72%

Customer Acquisition Cost

$1,200 → $340

“Eighteen months ago, we were invisible in search. Now we outrank Gusto for 40+ keywords and generate more organic leads than our entire paid budget used to produce. PxlPeak didn't just write blog posts—they built us a content moat that compounds every month.”

Amanda Reyes

VP Marketing, PeopleFirst HR Software

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