Case Study: Workiva achieves rapid KPI gains in 6 months with Upland Kapost

How Workiva Boosted KPIs with Content Marketing in 6 Months

Workiva, the maker of Wdesk and an enterprise SaaS company with more than 900 employees, needed to move from product-centric to buyer-centric content but lacked the right marketing workflows and technology. Their existing project/issue management tool wasn’t built for marketing, so the team needed a platform that could establish repeatable processes, align stakeholders across departments, and provide content analytics as a foundation for a new strategy.

Workiva implemented Kapost and built strategy and tech together—mapping personas, publishing channels, asset types, task workflows, campaigns and an editorial calendar into the platform—enabling a smooth rollout. Within six months they saw rapid KPI improvements: 184% increase in average blog views, 21% more referral traffic, 37% more social media backlinks and a 45% increase in domain authority, plus stronger alignment of content to sales and revenue objectives.

Workiva

Erin Wall

Director of Marketing