When Mike Cannon-Brookes and Scott Farquhar founded Atlassian in 2002 on the back of $10,000 in credit card debt, they had no idea the company would grow to become the giant that it is today.
As of the beginning of 2022 — 20 years after it was founded — Atlassian has grown to a $33 billion valuation while raking in $2 billion in revenue in 2021.
The craziest part about Atlassian’s growth is that they’re doing all of this without a traditional sales team.
“So, how do they market their products?” you ask.
Aside from building truly remarkable products that spread through word of mouth, Atlassian focuses on using its website content to reach and promote its products to its target audience.
Atlassian’s website currently ranks for 766K keywords and attracts over 4.5 million monthly visitors. You’d have to pay around $7.1 million monthly in pay-per-click ads to acquire what they do on the back of SEO and organic content.
In this piece, you’re going to learn:
- The secret behind Atlassian’s traffic engine and one of the most under-rated methods for building an SEO moat.
- How Atlassian creates content to attract the kind of audience they want.
- How you can build marketing collateral that’ll help you sell your products, even if you don’t have a traditional sales team.
Uncovering Atlassian’s Traffic Engine
Companies usually employ different strategies and methods to achieve their marketing goals through content.
They use resource hubs.
But these aren’t just any resource hubs that target the most popular or easiest keywords. Not at all.
Atlassian’s resource hubs speak directly about specific topics their core audiences care about and help Atlassian target its ideal buyers and customers all year round.
The result? A consistent pipeline of leads and millions of dollars in traffic value.
The agile resource hub ranks for over 84.8K organic keywords, attracting over 597K organic visitors and valued at $1.7M, all without running any ads.
The hub for Git ranks for over 76K organic keywords, attracting over 822K organic visitors and valued at $1.2M.
And the ITSM hub ranks for over 14.9K organic keywords, attracting over 37.3K organic visitors and valued at $416K, still without running any ads.
Now you’re probably wondering why they didn’t just create blog posts like every other company?
Atlassian chose to develop these hubs because they offered users an easier way to consume content.
Consider that blogs usually follow a chronological order, making it hard for people to find content that’s not on the front page.
Aside from making it easier for their audience to find relevant content, here are some other reasons it made sense for Atlassian to create these resource hubs.
Focus on a specific product or topic
Atlassian has many tools and products, including Trello, Jira, and Confluence, under its name. As such, it might get confusing if they try to talk about all of their products in one place. And that’s where these hubs come in.
With the resource hubs, Atlassian could focus each page on a specific topic. For instance, once a reader lands on Atlassian’s Git hub, they automatically know they’ll be learning about everything Git.
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