How a product-led content strategy drove 12x organic growth and user engagement

2021-2024

Overview

Notabene, a Series A crypto regulatory compliance platform, faced challenges in organic visibility, often overshadowed by competitors with larger teams.

As Head of Content, I facilitated a multi-pronged SEO and content strategy from 2021 to 2024 to enhance search visibility, audience reach, and lead generation.

Strategy and Process

Together with a technical SEO expert, we created a content approach focused on three core objectives:

  1. Authoritative Content Creation

    • Targeted Content: Developed over 150 pieces, including product pages, blog posts, and lead magnets, to align with Notabene’s goals and engage high-intent traffic.

    • Industry Reports: Co-authored three editions of the “State of Crypto Travel Rule Compliance Report,” generating 90+ backlinks and positioning Notabene as a trusted resource. The edition alone influenced $1.2M in deal revenue.

    • Educational Guides: Published a Crypto Travel Rule 101 guide, which became the second-largest organic traffic source, attracting crypto compliance professionals and establishing industry authority.

  2. Advanced SEO Execution

    • On-Page SEO: Conducted in-depth keyword research, securing over 40 featured snippets for key industry terms.

    • Enhanced Site Structure: Improved internal linking and schema markup, increasing rankings for product pages and enhancing content discoverability.

  3. Multi-Channel Distribution

    • Cross-Platform Reach: Distributed content across social media, email, and press releases, expanding brand exposure on Google AI Overview and other channels.

    • Engaging Formats: From blog posts to webinars and case studies, each piece was optimized for search engines, enhancing audience reach across organic and referral channels.

Evergreen Content

As a result, I delivered a suite of evergreen resources that significantly extended Notabene’s reach:

  • Educational Blog Posts: Non-branded posts on crypto compliance fundamentals built a loyal audience.

  • Product-Focused Pages: SEO-optimized pages targeting high-conversion keywords effectively attracted compliance officers and regulators.

  • Compliance Guide (101 Guide): The Crypto Travel Rule 101 guide quickly became the second-largest organic traffic source, growing our audience base.

  • Jurisdictional Pages: Collaborated with experts to create region-specific compliance pages, driving traffic from the U.S., U.K., Singapore, and other key regions.

  • Visual Aids: Simplified complex regulatory concepts through clear visuals, enhancing user engagement.

Impact

Our targeted content and SEO strategy transformed Notabene’s digital presence:

  • 12x Demo Conversion Increase: Organic traffic accounted for 55.4% of all demo requests.

  • 6.5x Organic Traffic Growth: Expanded Notabene’s audience base and visibility.

  • $1.2M in Influenced Revenue: The “State of Crypto Travel Rule Compliance Report” alone influenced $1.2M in revenue, cited by FATF, and earned 90+ backlinks.

  • 73.6% Increase in Impressions (3.35M) and 69.5% in Clicks (32.9K): Reflecting expanded reach and audience visibility.

  • 43.7% Increase in Ranking Keywords (31.6K) and 8.7% in Ranking Pages: Strengthened Notabene’s competitive positioning across more search terms.

  • Enhanced Domain Authority: Domain Rating rose to 55, with 3.7K new backlinks.

  • Top Industry Keyword Rankings: Outranked competitors across critical terms, with over 40 featured snippets and an average ranking improvement of 88%.

  • Google AI Overview Feature: Secured placement in Google AI Overviews for “pre-transaction compliance solutions,” which elevated brand exposure and reinforced Notabene’s authority in crypto compliance.

Over 2021–2024, this content and SEO strategy solidified Notabene’s position as a trusted resource in crypto compliance. The approach led to 12x demo conversions, 6.5x organic audience growth, and $1.2M in influenced revenue from the report we shipped, creating lasting value and establishing a foundation for sustained engagement and lead generation.

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$1.2M in revenue: Product-led thought leadership for Notabene