How Zapier Built a Content Marketing Machine

How do you help people discover software they need but don’t yet know exists? That was the challenge I faced when I became the second member of Zapier’s editorial team in 2014.  team had built a tool to automate your tedious business tasks. Anything you could do by copying and pasting—tweeting new blog posts, emailing new customers, adding orders to a spreadsheet, alerting your team of outages—Zapier could do faster, better, and while you slept. Therein lay a content strategy. Most people didn’t know they needed three years after it was first released, but they did know they needed a way to speed up their work and solve software issues.

We could tell them

How to build better software workflows—and recommend  along the way. That strategy helped us build a library of content that today brings in over 2 executive email list million readers to each month. Here’s how we built it. A software directory focused on the niches People weren’t searching for not in 2014 when the product was new to the market. But they were searching for s complements, the tools that worked with  that they were already using. That’s why  created its App Directory, originally called the Zapbook, as a directory of every app that integrated with . Every new app that integrated with Zapier got a landing page listing what it automated.

Gmail’s page How Zapier

For example, showed you could save attachments to Google Drive, send an email when your form got filled out, or create an Asana task via email. Zapier’s App Directory Marketing List also listed permutations for every integration: Gmail + Salesforce, Gmail + Slack, Gmail + Google Sheets, and on and on. That’s where the real magic happened. People would search for two app names (hoping to get them to work together). And then stumble upon Zapier along the way. Today, there are 4,403 individual integration pages, plus an. Incredible 38,612 pair pages that together bring in over 299,000 monthly organic search visits.

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