How Asana partnered with Key Content to drive international growth
Asana, an American software company, specialises in providing innovative solutions for teams to organise, track, and manage projects efficiently.
The challenge
With the rising global demand for collaborative tools driven by the increasing prevalence of remote and distributed work, international markets presented a significant opportunity for growth and diversification for Asana.
To capitalise on this potential, Asana identified key regions to expand in globally. To achieve success in these regions, Asana needed to develop a performance-enhancing model focusing on increasing visits, conversions, and brand enhancement.
Recognising that mere content localisation would not suffice, Asana sought a solution capable of generating optimised content tailored to each market to truly engage and convert customers. Additionally, Asana required a flexible approach that could scale and adapt to shifting priorities or market demands.
The solution
To address these challenges, Asana sought a partner with proven expertise in producing performance-driven multilingual content at scale, along with the ability to deploy a flexible and cost-effective solution.
Key Content created a virtual content team for Asana, consisting of a project manager and a content strategist for each target market. This team executed Asana’s expansion strategy, working closely with Asana’s organic growth team and stakeholders, effectively integrating as an extension of the internal teams.
This setup allowed Asana to focus on strategy without increasing headcount and enabled a flexible cost model that adapted as needed. Key components of this solution include:
- Strategic content gap analysis: Regular thorough analyses to identify keyword opportunities, assess competitor rankings, and pinpoint underperforming areas.
- Market-specific content development: The team created content to meet the unique demands of each market, for example focusing on sectors like manufacturing in Germany and technology in the U.S. which made the product resonate better for each audience.
- Website conversion rate optimisation (CRO) and reporting: Implemented continuous measurement and testing, such as CTA testing and landing page optimisation, to enhance conversion rates. Monthly reporting kept stakeholders informed, enabling data-driven decision-making.
- Experience enhancements: Improved user experience flows, welcome emails, and homepages to ensure a smooth onboarding process for new users.
- Brand consistency: ensured all published content adhered to Asana’s brand standards, collaborating with Asana marketing managers in each market.
- Control: by working with a dedicated team of writers, Asana was able to prioritise in real time as well as cutting on publishing times by removing additional layers of communication.
The results
Quick wins: Achieved initial improvements across all markets within a few months (21%-59% traffic increase).
Consolidation: As the team integrated more deeply into Asana, new activities delivered significant results. A new writer for the US team was added in January 2023 increasing the conversions by an average of 20% monthly.
Continuous development: The team is now supporting other internal teams and collaborating on other content initiatives beyond SEO. Also focus on CRO and potential expansion to new markets as Asana continues its international expansion.
Quick wins
Traffic growth in first 5 months
Long term improvements
Conversions increase in next 12 months
Key Content's expertise in delivering large-scale projects has proven invaluable to our international growth. We highly recommend their services to anyone in need of a reliable partner who can deliver outstanding results, even under demanding time constraints.
Enrique Santamaría, Organic Growth Lead
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Ready to learn how Key Content can help your brand to beat the competition with scalable, multilingual content creation? Get in touch with our team of global content experts today.