How Yac tripled sign-ups and saw 831% organic traffic growth

The rise of remote work has introduced new challenges for startups to solve. Brands today still grapple with misaligned schedules, fragmented communication threads, and meeting fatigue, underscoring the need for new solutions.

Yac needed a content engine to drive trial sign-ups in a crowded space

As an asynchronous meeting platform, Yac helps remote workers collaborate effortlessly and reduces time spent in unproductive meetings. By prioritizing flexibility and focus, Yac addresses the core frustrations of remote work.

However, competing against the likes of Slack and Zoom with a polarizing message is tough. To carve out its niche, Yac needed messaging that resonates deeply with its audience, embraces its unique perspective, and isn’t afraid to challenge the status quo.

Grizzle built an integrated content program across the entire user journey

The Yac team has a tremendous amount of remote work experience and expertise. As a growth partner, Grizzle’s job is to elevate their opinions and build a content engine that achieves Yac’s true north objective: user sign-ups.

Here’s how we helped drive that growth.

1. Gain a deep understanding of the audience

We started by gaining a deep understanding of Yac’s ICP. There are two pillars to our audience research approach:

1. Qualitative research: Speak to Yac users to understand why they invest in the product, their underlying pain points, and their goals.
   
2. Quantitative research: Develop a macro-overview of the market through audience intelligence, competitive analysis, and trend analysis.

This helped us serve Yac’s ICP on the channels they engage with and speak their language. Furthermore, understanding their problems fueled topic ideation and keyword research while uncovering distribution opportunities.

On the back of this research, we developed a content strategy that sat within the sweet spot of three key areas:

1. What their audience wants
2. What they’re uniquely positioned to offer them
3. What will generate results

Quality is critical, but content must contribute to business objectives—whether that’s revenue, SQLs, or brand awareness.

2. Establish thought leadership with product-led content

Creating content about running effective meetings is easy. Making it resonate with a time-poor audience is the challenge. The key to crafting engaging content for busy people lies in harnessing unique insights and offering practical advice, all while aligning it with Yac’s solution. 

To do this, we conducted regular subject-matter expert (SME) interviews. We took the opinions and expertise of Yac’s executive team and wove them into the narrative of our content.

The result? 

Articles that not only educate but challenge conventional thinking—empowering remote leaders with fresh, actionable approaches to managing meetings.

Furthermore, we used the product ourselves on a day-to-day basis. This familiarity allowed us to tie features to jobs-to-be-done (JTBD), create content with demonstrable real-world applications, and inspire readers to convert into users.

3. Improve UX and technical SEO foundations

Search is a cornerstone in the success of Yac’s content engine, driving both visibility and engagement across the site. Quality content is key, but an intuitive site architecture and good technical SEO foundations are critical.

From the very beginning of our engagement, we helped Yac implement small and structural changes to their website to improve crawlability and UX. These changes ensured the website was primed for search engine success.

We also provided and implemented content optimization recommendations, unlocking quick wins while we developed their long-term content strategy. This two-pronged approach ensured Yac’s content not only reached their audience, but delivered a seamless experience that converted visitors into users.

4. Build an audience with distribution and repurposing

Content shouldn’t exist in a vacuum. To succeed, every piece of content must work hard to achieve results across key channels. This is especially true for startups where every dollar must be spent wisely.

For Yac, this meant creating “compounding content”—hitting multiple goals from a single piece article, from driving traffic to building brand authority and targeting user acquisition.

This meant repurposing content across two core content channels:

• Founder-led and company profile content on LinkedIn
• Email newsletters and content to provide value straight to subscriber inboxes

Each post and email is crafted to match the unique qualities of each channel. We also collaborated with experts and influencers to amplify content and access a wider audience.

Yac’s partnership with Grizzle led to a 3x increase in trial sign-ups

Before Grizzle: Low organic visibility, lack of consistent user engagement, and difficulty converting blog traffic into sign-ups.

After Grizzle: Significant 3x sign-up growth, a scalable content engine, and 831% more organic traffic driving MRR with their target audience.