The challenge
Blog traffic had been flat for two years. Articles targeted broad finance terms with no connection to the product, and sales could not name a single deal that started on the blog.
What we did
We built a Hive Map of six clusters around the jobs finance leads actually do: getting paid faster, forecasting cash and choosing a lender. Pillars went live first, then 60 new articles and 45 refreshes of older posts, all reviewed by a CPA.
- Hive Map with 6 clusters and 140 mapped URLs
- 60 new articles, CPA-reviewed
- 45 refreshed and 18 consolidated posts
- Comparison pages for lender and platform choices
- Pipeline attribution in the CRM
Timeline
- Month 1Research, interviews and Hive Map
- Month 3First two pillars live, refresh sprint one
- Month 6Organic demo requests pass paid search
- Month 12Six clusters complete; citation tracking shows 38 AI Overview citations
Results reflect a specific program and are not a guarantee of future performance. Figures in this template are illustrative.
Next case study
Buying guides that sell the category.
E-commerce В· Outdoor gear retailer
Read the case