When it comes to using blog posts to grow your organic SEO traffic, it’s not just about putting words on a page. It’s about truly understanding the needs of your audience and the answers they are searching for.
As a content writer for Boomr, a time tracking SaaS company, I learned that content marketing success relies on being a great listener.
During this project, my role was writing strategic blog content, case studies, resource center materials, website content and eBooks for Boomr, who offered employee time tracking software for small to medium businesses.
Meet Boomr
Boomr was a cloud-based time tracking software built for small to mid-sized businesses. Launched in 2011, it aimed to replace outdated paper timecards with a seamless, mobile-first solution that integrated with payroll and accounting tools. With features like GPS-based time tracking, multi-state compliance, and shift auditing, Boomr made it easy for businesses to manage employee hours. Eventually, Boomr’s success led to its acquisition by Justworks.
The Challenge
Boomr wanted to tap into content marketing to reach more potential customers, build trust, and establish itself as an industry leader. Their goal was to build a Resource Center—a blog packed with valuable insights for business owners navigating workforce management, payroll, and HR-related challenges.
When CEO Matt Bowersox invited me to apply for their content writer role, he emphasized that they needed someone who could deliver engaging, well-researched, and SEO-friendly articles that spoke directly to Boomr’s audience. The content needed to:
- Provide practical, expert-backed advice for business owners and HR managers
- Boost search engine rankings and bring in organic traffic
- Establish Boomr as a trusted voice in workforce management
My Approach
To make sure our content really resonated, I worked closely with Matt to fine-tune the strategy. Here’s how we tackled it:
- Understanding the Audience: Each month, I met with Matt to pinpoint key pain points and challenges Boomr’s customers faced. This ensured every article tackled real-world problems and offered useful solutions.
- Writing Highly Researched Content: I created detailed, well-structured strategic blog content covering topics like overtime laws by state, best practices for company-provided mobile devices, pay cycle optimization, team-building strategies, and remote workforce management.
- SEO Optimization That Felt Natural: Each post was optimized for search without sounding robotic. The goal was always to educate first, rank second—and it worked.
- Using Solid Data & Sources: Every article was backed by thorough research, stats, and authoritative references, which added credibility and made the content more engaging.
- Tweaking the Strategy Over Time: We regularly reviewed performance data to see what was working, then adjusted our approach accordingly.
The Results
It took some time, but our strategy started to pay off. Organic traffic grew steadily and consistently, proving that well-executed content marketing works.
The engaging, research-driven blog posts not only attracted new visitors but also kept them engaged, helping Boomr nurture leads and build authority.
This screenshot shows the strong uptick in organic traffic the client experienced when I started writing 4x high-quality, well-researched blog posts every month.
Beyond blogging, I also worked on case studies, website copy, and an eBook for Boomr, further strengthening their marketing efforts. The combination of a consistent publishing schedule and valuable, audience-first content helped Boomr stand out.
Matt was thrilled with the results, saying:
“This is one of the best articles I’ve seen for Boomr. Incredibly well done! Very good match for our user base, easy to understand, and the resources you cited were spot on. In my opinion, this article is the model for what we want to accomplish with future work!”
Later, he added:
“Kelly is one of the most naturally gifted content writers I’ve had the pleasure of working with. She understands the needs of our target demographic and consistently delivers high-caliber content that is easy to grasp and impactful. She’s an excellent addition to any marketing team.”
What I Learned
This project reinforced some key lessons about content marketing:
- Listen first. The best content solves real problems. Paying attention to your audience’s pain points makes all the difference.
- Consistency is key. Showing up with fresh, helpful content on a regular basis builds trust and long-term growth.
- Quality beats quantity. Detailed, research-backed articles always outperform surface-level, keyword-stuffed posts.
Final Thoughts
I loved this project and Matt was a fantastic client to work with. He is committed to creating a quality product and endlessly curious about solving problems for his customer base.
Working with Boomr showed me firsthand how strategic blog content can drive meaningful business growth. It also reinforced the power of collaboration and an audience-first mindset in content marketing.
Thinking about using strategic content to grow your brand? Let’s chat!