The client: Pallyy
Industry: Social media management software
Location: Melbourne, Australia
Tim Benetto hired me in 2019 to write for Pallyy’s blog, then still called ShareMyInsights. I was one of several writers he invited on for writing an initial batch of blog posts. Out of that group, he chose me to become the long-term lead writer for Pallyy: the person driving content strategy, execution, and social media marketing going forward, not just writing on assignment.
He’d noticed my writing style, that I was comfortable working remotely, and how well I understood the product he was building. What followed became Pallyy’s biggest and longest-running content partnership, running from 2019 through 2025. I wasn’t just writing and publishing blog posts.
Tim and I regularly discussed and planned the strategy together, bounced ideas on improving the product updates, and I worked directly with the development team on testing new UI features and finding ways to make the product more user-friendly as Pallyy grew.
The challenge
When Pallyy was getting started, it was entering a very competitive market.
Platforms like Buffer, Later and Hootsuite were already well established, with huge audiences and millions of monthly visitors. And they large marketing budgets. Pallyy was the new product, so the challenge was figuring out how to get social media managers and agencies to pay attention to it when they already had so many other options.
I didn’t think we could compete by simply trying to replicate the same type of content as everyone else and trying to rank for the biggest keywords.
So I started by looking at the market from the user’s perspective.
I signed up for competing platforms and tested them myself. I also spent time looking at what social media managers were saying online: what they liked, what frustrated them and what complaints they had about the tools they were already using.
That gave me a much better understanding of what Pallyy’s potential customers actually needed.
What I did
Wehn I took over the Pallyy blog, I built the content strategy around those problems.
Instead of writing posts that tried to sell Pallyy, I focused on creating content that was genuinely useful to social media managers and agencies. That included tips, tutorials and guides showing people how to solve everyday social media problems, as well as content explaining how Pallyy’s features could fit into the day-to-day workflow of a real social media agency.
I also wanted the content to be honest, and helpful.
And over time, people started finding the content useful, and they came back for more advice. This is how Pallyy started building an audience around quality content rather than just attracting people who were looking for a social media management tool.
As the tool expanded on features, my role also grew. I got to test the new features, discussed ideas with Tim and worked with the development team to find ways of making the product more user-friendly. Because I was friends with people who used Pallyy, I could often spot things from the user’s perspective and bring that feedback back to the team.
“If you want to grow your socials or get help with website content, then Alle is your go-to writer. Highly recommend!”
— Tim Benetto, Founder of Pallyy
Results
Over the years, the content library grew from a small new blog into a major source of organic traffic for Pallyy.
- Website traffic: 1,000 to 15,829 monthly visits within 6 months, with a peak of 299,895 monthly visits
- 55,542+ keywords ranking in Google
- Grew Instagram followers from 700 to 2,000+
- Built an engaged audience through monthly content that was centered around educating, informing and sharing helpful tips for social media managers
Pallyy’s website traffic:
But this project was about much more than traffic for me.
Pallyy was the project where I really learned what it means to become a long-term content partner rather than simply a freelance writer.
I was there from the early stages, when the product was still growing and competing with much bigger names in the industry. I learned the product, researched the competitors, spoke to the audience through the content, tested features and worked closely with the founder and development team.
And that gave me the freedom to do what I think good content marketing should do: understand the product, understand the customer, and then connect the two in a way that is actually useful.
Examples of blog articles:
The Complete Guide to Writing Instagram Captions
Top 21 Instagram Tools for Marketers in 2021
Beginner’s Guide to Social Media Analytics
Instagram Scheduling Tools: The Top 10 Compared
Instagram followers growth stats
Examples of social media posts:
Monthly content calendar
Keep up with Pallyy
Pallyy is a social media management platform for marketers, creators and agencies.
Website: pallyy.com · Instagram: @pallyysocial
Have a similar project?
If you’re building a SaaS product and need someone who can understand the product, research the market and take ownership of your content rather than simply writing articles from a brief, leave me a message with your project details.
I’ll get back to you with a plan tailored to your goals and budget.
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