I was recently sent a report showing Asana having been soundly trounced in Organic traffic as a result of Monday.com publishing 1000 articles in 12 months. (You can Google it, it’s everywhere).
I had a bit of a poke around in the details of it and realized, everything was not quite as it seemed. Sure, Monday’s strategy seemed to have done well… but…. in reality… Asana was doing even better.
Regarding the report detailing how to grow a writing team – I largely agree with it, but… gee whiz.. I would prefer to hire a team already in place than build one from scratch and there are multiple providers who offer such services.
Monday’s Strategy
1000 articles @(est.) $600 per article. 1000 topics need to be found, assessed, and researched, briefs done for writers, 1000 sets of images, charts, and diagrams made.
They topics targeted, are the 1000 most relevant topics, in English, for a project management company.
Asana’s Strategy
1000 articles @(est.) $400 per article. Only 70 topics need to be found, assessed, and researched, briefs done for writers, 70 sets of images, charts, and diagrams made – then 930 translations/rewrites done… but these created at a far lower cost as no research required, and imagery is already done
The topics targeted, are the 70 most relevant topics, in fourteen languages for a project management company. The overall traffic and links generated are greater as overall these 70 topics are more important topics on average, with greater search volume, than the 1000 articles done by Monday.com.
And done, at far less cost, so there is budget left over for a social push, some link-building outreach etc.
Monday’s strategy, was wonderful… but.. Asana’s is and continues to be better.
