How Upwork’s Content Team Scales to Create Multi-Channel Assets [Case Study]

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THE CHALLENGE: EXPANDING CONTENT BEYOND THE BLOG POST

In 2015, the content team consisted of 2 people who focused on creating blog posts. Over time, the team—and scope of work—expanded. Today, the team produces content in multiple formats, including videos, case studies, and ebooks.

As new formats were adopted, it often required adding another member to the team. But as in many organizations, the team was concerned about maintaining high work quality as production scaled.

The Solution: THE HYBRID TEAM BEHIND THE SCENES

To continue delivering excellent work as needs increased, content marketing searched for writers on Upwork. By looking for skilled talent, no matter where they’re located, content marketing could work with the best talent and stay within budget.

 

Today, the hybrid team totals 7 people, working across 4 time zones and located in 3 countries. The team consists of 2 employees in the Bay Area, 4 writers, and 1 operations support. They work nimbly, adapting to meet evolving content demands.

THE RESULTS: DELIVERING MULTI-FORMAT, TARGETED ASSETS

  • 100+ multi-channel assets created in a quarter
  • 8X more asset formats
  • 2 SITES generating 4X more traffic

The hybrid content team is as adept at writing a video script or ebook as it is a blog post. No matter what the format, all content is produced at a level that provides value and relevance to its target audience.

This year, the content team extended its capabilities further by launching Connect, the Upwork magazine. Thus demonstrating another advantage in working with flexible talent: they can provide teams with unlimited potential.

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by @upwork

The Upwork Community includes articles from Upwork's marketing and product teams.