A growing content backlog
A UK SaaS ad-tech startup had content waiting at several stages of production. Some briefs needed research and writing. Other drafts needed editing, SEO optimisation, and approval. New assignments continued to come in.
The company needed help completing that work while keeping up with its publishing schedule. We supported the team over a five-month engagement.
What the team needed help with
The articles covered specialised ad-tech topics, so each assignment needed thorough research and a clear brief. The client also needed drafts that required little additional editing before approval.
We needed to increase weekly output and reduce the time the client spent managing research, writing, and revisions. Taking responsibility for those stages would help the team work through the backlog.
How we handled the articles
We researched the topics and developed content briefs, often writing the briefs ourselves. This gave the writers the background and direction they needed before drafting.
Our team then wrote the articles, reviewed their structure and language, and applied on-page SEO optimisation. Editing took place before the articles went to the client.
We delivered the work in weekly batches. During the backlog-clearing phase, we delivered more than three articles a week. The regular schedule helped both teams plan the work and review completed articles.
- Research and clear content briefs
- Long-form writing, editing, and on-page SEO
- Consistent weekly batch delivery
The backlog was cleared within three months
Over five months, we delivered more than 40 articles. During the backlog-clearing phase, output rose to more than three articles a week. Within three months, the backlog was cleared.
- Articles delivered
- 40+
- To clear the backlog
- 3 months
- Approved without extra revisions
- 92.5%+
Only two or three articles across the engagement needed additional revisions before approval. This kept the client’s review work manageable as production increased.
By handling research, briefs, writing, editing, and SEO together, we reduced the number of production tasks the client had to manage day to day.
What helped the project succeed
Clear briefs and research gave the writers enough information to work with. Editing before delivery reduced avoidable revisions, and weekly batches made the schedule easier to manage.
For a SaaS team with a similar backlog, it is worth looking at where assignments are waiting. Support across those stages can help the team complete existing work and keep new articles on schedule.