How we built the VEED blog and achieved an 8% conversion rate

Written By Diana Briceno

Highlights

  • Client: VEED

  • Industry: Video editing software

  • Problem: No content function was in place to create content, drive traffic, or attract users to the product.

  • Solution: Built the content function from scratch, managed the entire process from A to Z as a one-woman team, and scaled efforts by hiring freelance and in-house writers.

  • Outcomes:

    • $230K+ annual revenue generated from the blog

    • 8% conversion rate from blog visitors (4x higher than the site-wide average)

    • 28% editor open rate (users trying the product immediately after reading)

    • 160,000 visits at peak performance

Here’s how we went from a blank slate to a high-performing blog that drives measurable results.

The Problem

When I joined VEED, it was a small 6-person startup with just $150K ARR and no content function in place. As the first marketing hire, I faced a blank slate with no strategy or existing content to build upon.

VEED was competing against more established players who had already captured significant attention online. Without content to draw in traffic or drive users to the product, they were missing valuable opportunities to compete.

As a tool for content creators, it was critical for VEED to not only leverage content to drive traffic and revenue but also to establish itself as a leading authority in the content creation space.

Challenges

  • Limited Budget: With just $500 per month to start, I was restricted to being super scrappy and researching, outlining, writing, and even designing graphics for most of the content myself.

  • Tough Competition: Established competitors with larger budgets and teams dominated many of the topics we wanted to cover since they had the ability to produce quality in higher volumes. Competing with limited resources was a challenge.

  • No Clear Focus: There wasn’t a clear understanding of our ICP to help shape the areas of focus for content production.

  • Scaling Hurdles: As the budget eventually grew, it remained small, allowing only a small team of freelance and in-house writers. Balancing the need for high-volume content production with maintaining quality was an ongoing pressure.

The Solution

To overcome these challenges and create a high-performing blog, we had to do the following to focus our efforts on doing the few things we did do very well such as:

  • Laser-Focused Content Strategy:

    • Initially, I prioritized areas where VEED’s product had the strongest edge, starting with auto-subtitles. I ensured we covered every possible angle to dominate this theme so we’d have the best content for our most popular feature.

    • As we grew, I expanded to address trending needs, like creating content tailored for specific platforms (e.g., Instagram and YouTube). Each topic was mapped to cover the full funnel, from awareness to conversion.

  • Commitment to Quality Over Quantity:

    • Despite limited resources, I focused on delivering exceptional quality by narrowing the scope of topics. This helped us stand out against competitors with larger teams and budgets.

  • Scaling Efforts:

    • With an increased budget, I expanded the team, blending freelance and in-house talent. This allowed us to tackle a broader range of topics.

    • We also leveraged AI tools to repurpose video content into written articles, enabling the team to apply a much-needed human touch to focus on polishing and perfecting the output.

The Outcome

The VEED blog delivered outstanding results, far surpassing expectations:

  • 8% Conversion Rate: This was 4x higher than the site-wide average of 2%, showcasing the blog’s ability to drive highly engaged users.

  • Revenue Growth: The blog generated over $230,000 in annual revenue, becoming a key driver of VEED’s financial success.

  • Upselling Success: Early on, 75% of users gravitated toward the Basic plan. After a year of strategic content efforts, 67% of readers opted for the higher-tier Pro plan instead, flipping the distribution of paid signups.

  • Peak Traffic: At its height, the blog attracted 160,000 monthly visits, solidifying VEED’s presence in a competitive market.

Beyond the numbers, the blog played a significant role in building VEED’s brand.

In the early days, no one knew who VEED was.

Over time, feedback from readers, social media, and our community revealed a growing recognition and positive association with the brand—thanks largely to its helpful and high-quality content.

Diana Briceno