CONTENT
MARKETING
MARKETING
CONTENT MARKETING
BACKGROUND
Thriving In Engineering set out to build a predictable and scalable content marketing engine that would position the brand as a trusted authority in the software engineering industry.
Thriving In Engineering set out to build a predictable and scalable content marketing engine that would position the brand as a trusted authority in the software engineering industry.
CHALLENGE
Project needed to develop a predictable, repeatable, and sustainable content marketing strategy, structure, and process to grow its audience across multiple channels. Challenges faced included limited resources, high competition, and starting from scratch in some areas.
Project needed to develop a predictable, repeatable, and sustainable content marketing strategy, structure, and process to grow its audience across multiple channels. Challenges faced included limited resources, high competition, and starting from scratch in some areas.
BACKGROUND
Thriving In Engineering set out to build a predictable and scalable content marketing engine that would position the brand as a trusted authority in the software engineering industry
Thriving In Engineering set out to build a predictable and scalable content marketing engine that would position the brand as a trusted authority in the software engineering industry
CHALLENGE
Project needed to develop a predictable, repeatable, and sustainable content marketing strategy, structure, and process to grow its audience across multiple channels. Challenges faced included limited resources, high competition, and starting from scratch in some areas.
Project needed to develop a predictable, repeatable, and sustainable content marketing strategy, structure, and process to grow its audience across multiple channels. Challenges faced included limited resources, high competition, and starting from scratch in some areas.
Our approach focused on three pillars:
-
Valuable, actionable content: in-depth newsletter guides (1,500+ words) published 3x per week - Multi-channel distribution: core content on Substack, repurposed to Medium and Instagram to drive consistent subscriber growth
- Systemized execution: content guidelines, editorial workflow, backlog for consistency, and repurposing into eBooks, guides, and workshops
- Our approach focused on three pillars:
- Valuable, actionable content: in-depth newsletter guides (1,500+ words) published 3x per week
- Multi-channel distribution: core content on Substack, repurposed to Medium and Instagram to drive consistent subscriber growth
- Systemized execution: content guidelines, editorial workflow, backlog for consistency, and repurposing into eBooks, guides, and workshops
EXECUTION HIGHLIGHTS
-
Audience Research & Content GuidelinesDeep research and competitor analysis shaped topics and messaging - Substack Newsletter as the Core3x weekly content on Substack and Medium, funneled into newsletter growth
- Efficient Production ProcessInterview-driven drafts, editorial review, and 1–2 month backlog
- Cross-Platform PublishingRepublishing on Medium to capture additional audience and funnel into Substack
- Social Media FunnelInstagram posts + boosts turned reach into subscribers and social proof
- Extended ValueRepurposed content into eBooks, PDF guides, and workshops for deeper engagement
RESULTS
Within 1 year
- +1590%
Newsletter subscribers grew
- 300%+
Paid subscriptions increased
- 20,000+
Monthly views newsletter and Medium each scaled
- 1.81MImpressions drove 1.55M+ reach across social media
KEY TAKEAWAYS
- Valuable content was necessary for audience retentionNo matter how good a funnel or targeting was, without content the audience found valuable to their interests, Thriving In Engineering wouldn’t have succeeded. That meant developing the content with practical tips, real-life experiences, and an engaging style.
- Strong funnels significantly grew subscriber countThriving In Engineering built reliable funnels from Medium and Instagram to its core content arm on Substack. These funnels repurposed content from the content on Substack to maximize use of limited resources but leveraged project’s understanding of its Substack audience into immediate results on both platforms.
- Consistency created long-term retentionThriving In Engineering published its content at the same time and on the same days every week. This was true no matter of the platform, including social media. This consistency trained its audience and built a sense of reliability, increasing project’s open rate, subscriber count, follower count, views, and engagement.
