In the movie Any Given Sunday, as Al Pacino delivers a rousing speech to his team of underdogs before the biggest football game of their lives, he says the following:
“You find out life’s this game of inches — so is football.”
What he forgot to mention was this:
So is Saas marketing.
The commoditization of Saas is turning the tech landscape into a fierce competition where companies are duking it out for every inch of market share.
And over the last few years, the monday.com team out of Tel Aviv has executed a perfectly coordinated game plan. One that’s helped them achieve:
- A $7 billion valuation.
- Over 150,000 customers.
- The pinnacle of advertising success: a Super Bowl ad placement.
In this case study, I’ll take a deep dive into the coordinated offensive marketing strategy monday.com expertly executed to drive brand, marketing, and SEO growth in the crowded project management space.
Ready to go over the game tape?
Creating a Moat Through Long-Form Content Creation
Despite being a young underdog in the project management platform space, monday.com is leveraging high-quality content to compete with big names like Asana, Trello, Notion, and ClickUp. They’ve been punching above their weight ever since their founding in 2016.
And their content excellence is a big part of that, particularly in the past few years.
Monday.com invests heavily in the long-form content that is key to creating a successful SEO moat. Want receipts?
There are over 1,300 in their blog subfolder.
This content approach is helping them rank highly in the SERPs for some ridiculously valuable keywords, giving monday.com a major advantage over their competitors. Just check these out:
Across 3 core content marketing metrics — keywords, organic traffic, and backlinks — monday.com is seeing tremendous growth. Every month, over 200,000 people visit their site through keywords that would otherwise cost over $430,000 in paid advertising.
Again, it’s important to remember that monday.com is driving this value through investment in content. It’s like the run game: you might not see a big gain for drives at a time, but those inches start to add up eventually.
Other times? You hit a perfectly timed play and gain big.
Here’s one of monday.com’s most popular blog posts that perfectly exemplifies the latter:
Monday.com’s complete guide to project management in 2022 is one of their big-gain plays. It’s accumulated:
Over 1,000 backlinks.
Ranks organically for 1,700 keywords.
And brings in nearly 12,000 organic visitors each month.
You’d need to spend over $100,000 dollars to drive that kind of traffic through paid ads. That’s a massive win for monday.com.
Let’s dissect exactly how they coordinate this type of high-octane offense.
As you should with any pillar page, monday.com’s project management guide is structured to align well with search intent. They’ve put keywords in every header, the concepts are broken down into concrete steps, and they’ve fully embraced the 3 E’s: Educate, engage, and entertain.
But it doesn’t stop there; they make sure every assignment is covered. After all, it’s the little things that ensure your content fights for every inch of yardage:
1. Ample internal links to move visitors down the funnel
Monday.com is serious about its internal linking structure. Just look at the snapshot above: there are 4 internal links over the course of 100 words. And the entire post is thousands of words long.
That’s what I call maximizing every inch.
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