Category Search content
Client Peoplefolk
Year 2025 to 2026
Services Content strategy, Long-form articles, Customer interviews
Result 3.4x demo requests from search in 9 months
Peoplefolk sells HR software to companies between 50 and 500 people. The buyer is usually one operations lead doing the evaluation alone, at night.
The idea
Write the evaluation for them. Twelve guides, one per stage of the decision, from 'do we need this yet' to 'how to run the migration', with the trade-offs stated plainly and the competitors named.
What we did
Interviews with 14 recent buyers, a series structure with a shared index page, and a publishing rhythm of one guide every three weeks. Dele drew the comparison tables so they read on a phone.
Outcome
Demo requests from search went from 11 a month to 38, and sales reported shorter first calls because the reader already knew the vocabulary.
