In the fall of 2018 our CEO had a simple yet head-exploding request of the JotForm marketing and growth teams: Produce 100,000 words of high-quality written content in a single month.
All types of content would count toward the goal, including posts on our own blog, help guides, template descriptions, and guest posts and sponsored articles on other sites.
In case you don’t think that sounds like a lot, 100,000 words is the length of a 400-page book. Produced in a single month. By a group of JotFormers who then numbered fewer than eight.
Why would on Earth would he want us to do all that?
It’s important to understand intent here. Our CEO, Aytekin, isn’t a crazy man. He didn’t send us on a mission just to keep us busy.
You see, for many months we’d dabbled with content, and it was working. Aytekin’s contributed posts in Entrepreneur magazine and on Medium were big hits. Our redesigned blog was picking up a lot of traction with the content we already had, and we were starting to understand SEO a lot better.
Still. Why would any software company need to produce that much content?
The answer is simple: infrastructure. If we could build a content engine that produces a high volume of quality content, then we could learn what works well and double down on creating great content. But in order to sustain success in content, we needed to have the pieces in…