Bench Accounting: Turning a brand-new SaaS into an SEO juggernaut

The challenge
Bench provides online bookkeeping services and dedicated human bookkeepers to small business owners (B2C) and accounting firms (B2B). But when I started at the company, Bench was brand new and had zero market share.

As Bench’s content marketer, senior copywriter, and, eventually, content lead, I leveraged content and SEO to build a recurring audience, drive qualified leads, foster growth partnerships, and establish the Bench brand as a go-to name in a number of key target verticals.

→ Drove pipeline and qualified leads with product-led, demand-focused content through all stages of the customer journey

→ Grew blog to 1 million+ uniques (227% non-brand traffic increase YOY)

→ Outranked Wikipedia and IRS.gov for highly competitive transactional keywords

→ Led a team of 10+ writers and built systems to produce compelling copy and content at scale for all areas of the company

→ Collaborated with Leadership, Product, Sales, and Biz Dev to conduct customer research and translate complex accounting topics into accessible prospect-facing content