Learn with Customer.io

Meet FLOW: Customer.io’s learning hub

Background

Individuals were coming to Customer.io to learn—downloading guides, reports, and playbooks and joining webinars, and events. Yet afterwards, we weren’t following up with them in a thoughtful way. Sometimes the marketing team would blast everyone with an invite for the next event, sometimes they’d accidentally send multiple emails in one day. It was a bad experience that was leading to an even worse subscriber to lead conversion rates.

The Solution

To maximize impact, we applied an SEO-driven approach while maintaining high editorial quality. This meant optimizing existing content for search visibility, strategically updating high-performing posts, and ensuring new content aligned with relevant keywords and user intent. Beyond SEO, we focused on storytelling and thought leadership, positioning Customer.io as a trusted resource for marketers.

The Strategy

I began by auditing every URL to assess performance and relevance, deprecating outdated posts and refreshing high-value content to align with our business strategy. Owning the editorial calendar, I worked closely with Product Marketing and cross-functional teams to balance product, culture, and SEO-driven content. Acting as the editorial lead, I ensured each piece had a clear purpose—whether to educate, drive traffic, or support company initiatives. Over time, I refined our approach, shifting from a focus on new content to a strategic mix of new posts and high-impact updates.

The Results

This strategy delivered significant growth, driving a 42% year-over-year (2023-2024) increase in site traffic and a 51% increase in SEO-driven traffic over six months. By focusing on strategic content updates to existing content and high-quality new posts, I’ve built a sustainable approach that continues to drive long-term impact. The biggest win? As search algorithms evolve and SEO best practices shift, one thing remains constant: visitors to the Customer.io blog will always find content that is valuable, insightful, and actionable—reinforcing our brand as a go-to resource in the messaging automation space.

Every great content project begins with an audit

To refine our content strategy, I conducted a comprehensive audit of each blog post, starting with its focus keyword to ensure alignment with search intent and relevance to our audience.

For underperforming posts, I reassessed the target keyword and adjusted it based on search trends and competitiveness. I then reviewed headlines and subheadings, optimizing them for clarity, engagement, and SEO value while ensuring they accurately reflected the content’s core message.

Each post was also assigned to a content pillar, grouping it within a broader theme—such as product education, automation best practices, or marketing strategy—to create a more structured and navigable content experience.

This process helped surface gaps, refine positioning, and ensure every piece played a clear role in our editorial strategy.

A few example highlights from article updates

Where we stand in 2025

SEO is changing fast—AI overviews are reshaping search traffic, making it harder for traditional blog content to capture the same volume of organic clicks. But the work we’ve put into making our Learn Hub genuinely valuable is paying off.

Despite these shifts, we’re seeing our rankings and traffic remain relatively steady, a testament to the strategic pruning and optimization we’ve done. By deprecating outdated posts and ensuring every piece is optimized with clear intent in mind, we’ve built a strong foundation that’s holding firm even as the search landscape evolves.

Next steps? I’ve refocused our strategy on a healthy mix that keeps us visible in search while deepening engagement through richer, high-value storytelling. With AI reshaping content discovery, it’s more important than ever to create content that goes beyond rankings and truly connects with our audience.