Case Studies

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Lead-focused Content Strategy
Helping Matt go from 20 to 200 product trial signups per month with his blog.

Conversion-focused Writing Process
Creating advanced, specialized articles for Sandra that convert more than 5% cold traffic.

On-page SEO & NLP optimization
Helping this client’s articles recover from the depths of hell and pushing them to the first page in 3 weeks.

Protection Against Algorithm Updates
Protecting my client’s business from algorithm updates & getting him to rank first page in 3 months.

Testimonials

David Campbell
Rightinbox

Simon Sanda
Illuspire

Crist Khachikian
GrantPuma

Imani Roberts
Copywriters Corner

Andriy Zapisotskyi
Mailtrap

Lucas Wollschlager
Baremetrics

Lia Schmidt
Insider.

Vlad Orlov
Respona

Vikas Kalwani
500 Startups

Marija Mladenovska
DigitalNovas

Jessica La
ByJessicaLa.com

Eilaf Meenai
Ramp Ventures

Nikola Roza
NikolaRoza.com

Samuel Ng
SamuelNg.com

Case Study #1:

Helping Matt go from 20 to 200 product trial signups per month with his blog.

Lead-focused Content Strategy

8 months ago a SaaS founder (let’s call him Matt) asked me for help with his blog.

He’s been publishing content for five years and gets a respectable 69,560 traffic every month…

… But only 19 user signups. (Womp womp)

His traffic is essentially useless.

I took a look at his blog and realized he is writing the wrong kind of content to attract people interested in his SaaS product.

So I changed ONE principle in his strategy and forced him to write LESS content.

And what has this led to?

His signups started growing immediately.

In fact, after 7 months working together his signups went from 19 to 199 per month…

And the total blog conversion rates from 0.03% to 0.64%…

NOTE: these are direct product trial signups, each worth $42 to Matt.

And just like that Matt’s allowance increased by $120,000 per year.

But here’s the kicker…

Doing this was as simple as making one new google sheet.

This Matt dude was sitting on a SaaS GOLD MINE for five years and didn’t even know it.

In fact, gauging at how much untapped potential we still have I’m confident we can achieve ~1,000 free trial signups/month this time next year…

And if we increase his (miserable) 6% trial-to-paid ratio with a good product onboarding sequence I bet Matt could be looking at packing additional $1,000,000 recurring revenue from his blog each year.

I can do this, but not because I’m any smarter than Matt.

I’m not.

Seriously…

The only reason why I can do this is because I already figured this stuff out while working at a 7-figure SaaS company.

Once you see it’ll be obvious to you, too.

And then, just like Matt, there will be no more late nights worrying about what’s the RIGHT content to focus on to grow your software biz.

Perhaps you’re sitting on a SaaS Gold Mine too, but dunno it?

Schedule a discovery call and let’s find out.

“Increased our blog conversions by 220%”

“Mihael completely transformed our blog and optimized it for conversions. His eye for detail is incredible and knows exactly how to create a blog that attracts customers. Highly recommend working with him.”

David Campbell
Marketing Strategist — Rightinbox

Case Study #2:

Creating advanced, specialized articles for Sandra that convert more than 5% cold traffic.

Conversion-focused Writing

“I paid for 50,000 words of content and my prospects HATE it…”

Sandra’s face turned red.

Selling complex software to B2B industry experts isn’t easy…

They are smart, savvy, sharp; and want every little detail before buying as a big investment and a wrong decision can set back their enterprise for months.

In the past, Sandra had to hire & train new salespeople to essentially educate her prospects on her software…

Not only was this time-consuming, but many decided the software wasn’t a great fit for them afterward.

So lots of demo calls…

Lots of back-and-forths…

All for nothing.

Sandra needed to automate this process.

She knew she needed CONTENT that would educate her prospects on autopilot, so her salespeople could do more of … you know … selling.

A friend of hers recommended me — so we partnered up…

I made her a content strategy on topics I knew would convert lots of cold traffic for her SaaS…

But when she checked my content calendar…

“Nice, thanks Mihael! Goodbye now.”

Well…

She didn’t need me anymore.

“I know writers who charge 1/3 your price. I just needed the strategy.”

That’s true.

This deal works for many “saas X agency” partnerships.

She was confident she could handle content creation alone — and I was fine with it.

Over the next few months Sandra followed my strategy to the T; diligently crafted every part of the funnel and went after every keyword like a bloodhound.

But when the results came…

I could hear it in her voice: the burning desire to stab me — and twist the knife.

Her articles were getting near zero conversions … and the leads that did request a demo were very low quality.

She called me in the middle of the night.

“Fix this or else I’ll kidnap Lacrosse”

Lacrosse is my favorite pet turtle…

I had no choice.

Next morning I dug into her articles.

“God damn, Sandra…”

The writers she hired were making beginner level content out of my keywords — which obviously didn’t impress any B2B experts.

Worse, these articles even hurt her reputation.

(No wonder she was mad.)

Later that day we hopped on a call and I showed her my in-depth 18-step writing process for creating advanced, specialized content in cases like this — where you need to impress real industry experts making important business decisions.

She agreed —

I took over her content production…

And after a few months, this happened.

The highlighted articles were all made by us.

The articles in gray were made by Sandra’s freelancers.

Now check the second last column… All our articles convert up to 10%.

Note that these stats were taken from the landing page section in GA. Meaning the people who signed up didn’t know who Sandra was before landing on the article.

(Talking about first impressions, eh?)

But that’s what happens when your articles are written at the appropriate skill level for your audience.

They rank, convert, and show everyone you’re the boss.

Sure, they require special knowhow to make…

But it’s not impossible.

You have to merge copywriting, blogging, journalism, storytelling, and SEO into one single beast of a skillset.

Which means they create a HUGE economic moat for your business.

In fact…

They’re like SEO-driven sales pages that your target audience LOVES to read — and that your competitors can’t replicate.

Sandra knows this now.

She knows that every article she gets from me is a proper asset for her business…

Something she’ll be able to reuse for years in every possible marketing channel to educate her prospects.

  • SEO…
  • Sales…
  • Emails…
  • PPC ads…
  • Social media…
  • Cold outreach…

You name it.

One business asset that improves EVERY marketing campaign she runs.

There we go — job well done.

Sandra is happy, I can sleep again, and Lacrosse is safe…

But what about you?

Do you also sell SaaS products to experts?

Then let’s hop on a discovery call where you can tell me more about your business and see how the 18-step writing process can help with scaling your SaaS sales.

“Best agency work I’ve read!”

“I am so happy we got in touch with Mihael. He did a phenomenal job on our articles. He has a wonderful attitude and can-do spirit! Kudos! Here’s to a bright future together!”

Lia Schmidt
VP of Content Marketing — Insider.

Case Study #3:

Using special optimization techniques to recover this client’s articles from the depths of hell to the first page in 3 weeks.

On-page SEO & NLP Optimization

Do you know NLP?

Natural … Language … Processing …

Yes, that’s it.

It’s the latest new thing in SEO, and it works like magic.

If your articles aren’t performing up to your hopes…

You should definitely check it out.

Here’s what I mean:

Back in June, I wrote a really high quality article for my client.

We published it on the 7th with high hopes…

But we were let down big time:

The article lingered at the bottom of the second page for a few weeks…

Then it completely disappeared from Google.

Zero Traffic.

I was hoping it’d come back as the URL aged a bit… But it never did.

So I decided to do something.

On August 16th I spat in my hands and made these tweaks:

  • Rewrote the intro…
  • Improved on-page optimization…
  • Increased the NLP score from 25 to 90-something by including more “keyword objects” in my article…

Update — *click* — done.

I went to bed.

Three days later I was at a meeting when I got a notification from Whatsmyserp…

*Alexa voice: “your keyword is ranking in the 9th position today.”

I spat out my coffee.

According to my strategy, this was a lucrative keyword.

Ranking first page could mean some serious muney for my client.

I kept my eye on the keyword over the next two months:

Climbing…

And climbing…

And more climbing…

Until it reached the 4th position.

What the frick?!

From being off Google’s radar to ranking Top Four…

This NLP stuff is the real deal.

But it wasn’t only the core keyword that was ranking…

Long-tail followed too.

About 2/3 of clicks to this article now comes from other keyword variants.

You should’ve seen the smile on my client’s face when he said this is now his most profitable article…

With a 6.94% conversion rate, it got 20 product sign ups in October alone.

All that without changing a single sentence.

That’s the power of SEO & NLP.

Don’t underestimate it.

BUT…

NLP optimization only works under ONE condition:

You’re optimizing high quality content.

Here’s how it goes:

Content Quality + NLP = Rankings.

And that’s true even if…

  • Your backlink profile isn’t the best.. (like my client’s)
  • Your competition is much stronger… (like my client’s)
  • Your domain doesn’t have authority… (like my client’s)

Now just imagine how much traffic SaaS owners are losing because they have good content but they don’t do this NLP stuff.

Are you that SaaS owner?

Are you sitting on a pile of high quality content that isn’t performing?

Or do you need someone to create that pile for you first?

Let me know.

Schedule a discovery call and let’s talk about it.

I know just the guy to help you out.

“He solved our whole marketing problem.”

“Not only has Mihael written impressive texts, he is also a remarkable visionary, planner and strategist. Through analysis, he quickly created a comprehensive content plan and started solving our problems one by one and step by step. I can only talk in superlatives about him.”

Simon Sanda
CEO, Founder — Illuspire

Case study #4:

Protecting my client’s business from Google’s algorithm updates & getting him to rank first page in 3 months from scratch.

Algorithm-proof Your Business

Lucas chugged his beer, looked me dead in the eye, and said… “Bullshit.”

I smiled and let him continue.

“Listen dude… I’ve got a great website, a great strategy, and a great offer…

But it takes me 15 months before my articles get anywhere NEAR the first page. How can you possibly get them up in 3 months? Are you insane?!”

That’s how our bet started.

My job was to prove to Lucas that everything we know about standard content marketing is wrong.

Especially now when Google is pushing out new algorithms every week.

Ranking factors…

Ranking speed…

You name it —

It’s all wrong.

To understand why you have to see content marketing from Google’s perspective:

  1. Google is a product.
  2. The more people use Google, the more Google profits.
  3. To retain users, Google has to be the best search engine in the world.
  4. To be the best search engine, they have to surface the best quality content.

That’s why Google wants the main ranking factor to be content quality.

And they’re working very, very hard towards that goal.

Want proof?

Google is actively developing language processing AI that can spot quality content…

While at the same time actively de-valuing backlinks and domain authority, and banning people who manually build links to skew the search results in their favor.

*ahem ahem, Penguin 2016, ahem*

With this insight, is it a stretch to think Google won’t use backlinks as a ranking factor AT ALL in the next 5-10 years?

It’s just a question before an algorithm update like that happens.

Anywho…

Back to my bet.

Even though Google uses other ranking factors, I know for sure content quality is the main one that no one talks about…

So to rank in 3 months and prove Lucas my theory, I had to create an outstanding piece of content for a keyword where backlinks and DR don’t have as big of an effect.

Easy.

Enter, bottom-of-the-funnel articles.

No one wants to link to those for obvious reasons…

So content quality is actually the main ranking factor here.

Funny enough, these are also the most profitable articles to write.

A perfect way to demonstrate that the main ranking factor is and always will be content quality.

Lucas gave me two weeks.

“Now I just have to create an outstanding piece of content…”

My mind was racing…

“And to do that, I have to figure out…

  • Who’s the audience…
  • Everything they want…
  • Everything they don’t get from our competitors…
  • Who’s the best person to give them the info they’re looking for…
  • How to reach the person and interview him or her…
  • How to put structure around this information to make it interesting for the reader…
  • How to optimize this content to make it interesting for the search engine robots…

And probably something else, too.”

I got a coffee transfusion straight into my arm and started working on the article step by step and brick by brick…

Interview Lucas’ salespeople — check

Read every article in Google top 10 for our keyword — check

Brainstorm ways to create even better content — check

Go on a three-hour interview with an expert — check

It took me 38 hours.

Just short of two weeks.

The article went live in late June 2021…

It started getting some traffic immediately, and a good amount after a month.

Fast forward three months later…

Lucas said this is the best performing article on his website.

Ha-ha.

He thought what I did was pure white magic…

But it really wasn’t.

I’m not some magician.

I just like to write high-quality articles.

And I simply take my writing process more seriously than other writers that multi-million dollar companies hire.

That’s why I outrank them.

Fast.

Since Lucas was my buddy, I coached him on how to write articles like this himself.

He’s a talented writer, but it took him months to master this way of writing.

But now Lucas has a superpower.

He can write articles that:

  • Rank in weeks
  • Convert +7% of traffic
  • Survive all Google updates

Now Lucas rejoices when he sees a new Google update because he knows Google will push up outstanding content like his.

And what is outstanding content?

Here’s the formula:

Outstanding content = unique insights + great user experience

Right here… These are your keys to the castle.

And not a castle of glass that’ll shatter at the first sight of a Google algo update…

Or something you have to constantly build links to keep afloat…

No.

These are the keys to a fortress that’ll create such a huge economic moat around your business that no google update or competitor will be able to dethrone you for years to come.

What will you do?

Want me to write articles like that for your SaaS as well?

Or teach you or your team how to do this in-house?

Schedule a discovery call and let’s find out what’s the next best step for your business.

Testimonials:

See everyone who’s vouching for our content marketing expertise.

Client Testimonials

“Increased our blog conversions by 220%”

“Mihael completely transformed our blog and optimized it for conversions. His eye for detail is incredible and knows exactly how to create a blog that attracts customers. Highly recommend working with him.”

David Campbell
Marketing Strategist — Rightinbox

“He solved our whole marketing problem.”

“Not only has Mihael written impressive texts, he is also a remarkable visionary, planner and strategist. Through analysis, he quickly created a comprehensive content plan and started solving our problems one by one and step by step. I can only talk in superlatives about him.”

Simon Sanda
CEO, Founder — Illuspire

“He is smart, honest, thorough, and very easy to work with.”

“We love working with Mihael. As a startup, we needed it all: strategy, content, style, and everything in between. Mihael is smart, honest, thorough, and very easy to work with. A perfect mix of listening and advising — without him, we would be lost!”

Crist Khachikian
Founder — GrantPuma

“I couldn’t recommend him enough!”

“Mihael’s insights on content strategy is a breath of fresh air. He is very articulate and passionate about what he does and it shows in the quality of his work. After just a few strategy calls, I had a clear content marketing plan of how to market my agency. I couldn’t recommend him enough!”

Imani Roberts
Founder — Copywriters Corner

“21writers is a one-stop if you’re looking for marketing help!”

“Mihael is an amazing guy and a great content specialist! I’m so happy to work with him and really impressed by his knowledge and expertise in content strategy, planning and writing. 21writers is a one-stop if you’re looking for professional content marketing help!”

Andriy Zapisotskyi
Growth Marketing Lead — Mailtrap

“Mihael always delivers value packed content”

“Most writers are garbage. Good thing Mihael isn’t most writers. He always delivers actionable, insightful, and value packed content making it a no-brainer to work with him. If you’re looking for a content writer or strategist, you’d be crazy to not give Mihael a call.”

Lucas Wollschlager
Marketing Expert — Baremetrics

“Best agency work I’ve read!”

“I am so happy we got in touch with Mihael. He did a phenomenal job on our articles. He has a wonderful attitude and can-do spirit! Kudos! Here’s to a bright future together!”

Lia Schmidt
VP of Content Marketing — Insider.

“His techniques actually work”

“Mihael is great. All his writing is top-notch and the link building techniques he employs actually work (unlike a lot of other link builders that don’t care if it looks spammy or is completely irrelevant). Quick, thorough, effective and very friendly – a solid recommendation for anybody looking to hire a content marketer.”

Vlad Orlov
Brand Partnerships — Respona

“A true long-form master.”

“I’ve worked with Mihael on a number of projects and he always overdelivered. He’s a perfectionist that makes sure every word and sentence is in the right place and isn’t fluff. The real kind of stuff that attracts links and moves the needle. A true long-form master.”

Vikas Kalwani
Mentor — 500 Startups

“Mihael is a content writer extraordinaire!”

“Mihael is a content writer extraordinaire! He writes with clarity and ease, which makes it easy for his audience to understand what he’s talking about. Michael has the rare ability to take complicated topics and turn them into digestible chunks of advice that are actionable, insightful, and full of value. If you’re looking for someone who can take your business’ blog to new heights — then it sounds like Mihael might be just what you need!”

Marija Mladenovska
Content Manager — DigitalNovas

“Mihael in 3 words: Genius. Witty. Quick. Brilliant”

“That was actually 4 words, but it’s a pretty good way to describe my experience working with Mihael. I’ve worked with many content marketers/consultants over the years and seldom do I find someone who over-delivers and makes the process as easy and efficient as possible. Throw in a great sense of humor and it makes working with him a no-brainer.”

Jessica La
Founder — ByJessicaLa.com

“Took my writing to the next level…”

“Mihael is not only a masterful content strategist, but also extremely hardworking, honest, and fun to work with. During our time working together, he thoroughly critiqued my work and helped me take my writing to the next level. He’s a great mentor and a friend. If you need help with your content, go to him!”

Eilaf Meenai
Content Writer — Ramp Ventures

“His techniques actually work”

“I’ve been sitting on so much dormant potential that honestly, it’s embarrassing. It took Mihael hopping on a call with me and showing me step by step how to boost my website’s organic traffic with what I currently have, without having to produce a single new article, and without having to build a single new backlink. That you Mihael for straightening up my site and getting it ready for the exciting journey ahead. You saved me from a ton of headaches. Cheers!”

Nikola Roza
Founder — NikolaRoza: SEO for the poor and determined

“Hire him before he’s fully booked”

“Mihael is an excellent content writer. His in-depth research helps to produce engaging content for the right audience. Structuring long form content is tough and he’s one of the few who can do it right. Working with him will help you get your dream clients. Go hire him before his calendar gets fully booked.”

Samuel Ng
Content Marketer — SamuelNg.com

Schedule a discovery call with me.