Lower cost per demo from content that closes.

The challenge

Customer acquisition cost from paid channels kept rising. The blog covered security news that drew readers who would never buy.

What we did

We focused on bottom-funnel intent: comparison pages, "how to pass SOC 2" guides and templates buyers use during audits. Articles were written by former auditors and reviewed by a certified compliance professional.

• SOC 2 cluster with pillar, 14 supports and templates
• 9 honest comparison pages
• Refresh of 30 top-of-funnel posts
• Demo-intent CTAs mapped per article role
• Monthly pipeline report shared with sales

Timeline

1. Month 1Interviews with sales and former auditors
2. Month 2SOC 2 pillar and templates live
3. Month 4Comparison pages rank; first attributed deals
4. Month 12Cost per demo well below paid channels

Results reflect a specific program and are not a guarantee of future performance. Figures in this template are illustrative.