5x more users and 20% more leads: how Nubox exploded its blog in one year
Posted: Thu Jan 23, 2025 6:19 am
Following the changes that Covid-19 has forced on markets, many companies are discovering the world of Inbound Marketing and the advantages it can offer as a customer acquisition channel.
This transition may be new to some, but the reality is that there are overseas chinese in europe data companies that have been experimenting and optimizing their digital processes for several years.
One such organization is Nubox, a SaaS that set out to make the most of Inbound Marketing and achieved incredible results in partnership with Rock Content.
In this article we will tell you the keys that led it to become the most read blog not only in Chile, but in Latin America in the niche of SMEs and accountants .
About Nubox
Nubox and Inbound Marketing
Strategy in motion
Covid-19 and the market
The keys to Nubox's success
Topic Clusters: Content with Purpose
The synergy between Nubox and Rock
Focus on buyer personas
Keeping content “alive”
And the story continues
Read to the end!
About Nubox
Nubox is a Chilean SaaS with more than 19 years in the market, offering solutions for accountants and business owners focusing on three systems that are also integrated with each other:
Electronic Billing System;
Accounting System;
Remuneration System.
Nubox software is focused on helping SMEs and accountants automate their management processes, making them see the importance of digitalization through valuable content and helping them boost their growth. Nubox seeks to help Chilean entrepreneurs manage less and grow more.
Some of the features they make available to their clients to achieve this goal are:
issuance of invoices, receipts, delivery guides and other tax documents;
cash flow control, collection and debt collection;
integration with SII and issuance of files for payment in Previred;
financial reports;
full accounting, simplified accounting and tax returns;
automatic payment of wages, contracts and settlements.
More than 80,000 companies have chosen Nubox as a tool to help them manage their business; a sign of the strength and professionalism of this company.
Nubox and Inbound Marketing
Nubox began experimenting with Inbound Marketing in 2016, but lacked consistency during that year and the following year. The company was mainly dedicated to publishing articles on its blog, without really having a clear strategy, with correctly defined goals and objectives.
“In 2019, there was a change in the structure and strategy in the Revenue area that allowed us to begin building a much more efficient acquisition methodology based on Inbound Marketing, accompanied also by a lot of experimentation and channel testing.”
This is what Jaiden Martínez , Content Manager & SEO at Nubox, told us .
Given the ambitious challenges and growth goals set for 2020, Nubox decided to rely on an agency for content creation and planning.
That's how he discovered Rock Content and together we began to build a strategy that has generated very good results for us.
Strategy in motion
Nubox's previous efforts, while not focused on a best-practice strategy, had generated a significant amount of traffic (over 3,000 visits per day).
However, aware of the improvements that could be implemented in the strategy, one of the most ambitious goals they set was to increase their organic traffic by 30%. Jaiden comments:
“We far exceeded that goal thanks in part to the content pillar strategy we developed and the historical optimization processes of much of the content already published on the blog. Rock Content primarily helped us with content production and shared best practices for executing the strategy Nubox had designed to achieve success.”
During 2020, the Nubox Blog received more than 3 million visits and a number of daily visits that was above 15 thousand sessions. In total, this represents a growth of 120% YOY , 4 times greater than the original goal.
This radical change was largely due to the fact that the content began to follow a clear strategic purpose, substantially increasing the chances of achieving a high ranking position in search engines and increasing the authority of the Nubox blog.
Of course, we couldn't say that an Inbound Marketing strategy was truly successful if we didn't talk about the impact it had on lead acquisition.
“This engine that we put into motion with the help of Rock Content, allowed us, in addition to capitalizing on that number of sessions, to increase the number of leads from the blog.”
During 2020, Nubox managed to acquire 51,992 leads . The organic channel managed to claim 20% of the generation of that demand (9,986 leads), obtaining an annual conversion rate of 0.30%. Today, Nubox receives more than 1,200 leads on a monthly basis thanks to the organic channel and claims 30% of the demand. Jaiden assures:
“The goal for 2021 is to continue optimizing and exploiting our conversion spaces on the blog to continue increasing acquisition, accompanied also by sustained work on SEO so that traffic continues to grow, since this year we want to close with 40% growth in sessions.”
Covid-19 and the market
By the time the global state of emergency was made official due to the Covid-19 crisis, the project had only been in motion for about 3 months, and certain details needed to be adjusted to respond to the current market situation. According to Jaiden:
“When Nubox went into quarantine in March, we began to detect that our buyer personas (accountants and business owners) had a particular need for content ; information related to understanding government measures to help companies during the pandemic, how to grow with teleworking, reducing expenses, etc.”
In light of the current situation, and given the lack of information regarding educating SMEs about this new reality, Nubox's content strategy began to include articles related to these topics, which allowed it to obtain a flow of sessions that it had not previously contemplated.
“These articles reached more than 7,000 monthly sessions, contributing in a very positive way to our final goal. It was one of the best decisions we made and we believe that companies should build content along those lines, to be able to react to events that are relevant to our audiences.
This also helped us to help clients who were going through a difficult situation and were considering cancelling their project with us to rethink their business models and look for other income alternatives.”
The keys to Nubox's success
Throughout the strategy, many actions were carried out that favored the results obtained at the end of 2020, however, there are four points in particular that both Rock and Nubox consider decisive for success:
a strategy based on Topic Clusters;
good communication between Nubox and Rock Content;
know the buyer personas very well;
content updates and extensions.
historical optimizations of already published content.
Each of these points had a particular impact, so we will talk about each of them individually.
Topic Clusters: Content with Purpose
From the beginning, Nubox, thanks to its previous experience with HubSpot, knew it needed to leverage the concept of Topic Clusters to have a winning strategy.
In itself, a Topic Cluster is a strategy that revolves around a pillar content on a broad topic and several sub-pillar contents that deal with more specific elements, but always related to the main topic.
All of this content “cluster” is linked by hyperlinks that allow the search engine algorithm to identify the relationship between the articles, thus increasing the chances of ranking the material and granting authority to the blog. Jaiden explains:
“Our strategy is based on 23 content pillars, most of which are focused on companies because the entire focus of content in 2021 is aimed at impacting the SME ecosystem with content.”
Each of the pillars was selected based on a keyword and theme that was crucial to both Nubox's objectives and the interests and pain points of the project's buyer personas.
This approach allowed all content created to have a clear purpose and significantly support the strategy's outcomes.
The synergy between Nubox and Rock
Throughout the project, Nubox and Rock Content did their best to maintain fluid communication, both to define key aspects of the strategy and to ensure that content production was truly aligned with the market and Nubox's goals.
“This communication was crucial to having a good synergy with Rock Content and obtaining the results we have achieved. In addition, we at Rock Content have a policy of evaluating results based on investment. Every quarter, Lupita presents us with a report on how much progress we have made in the content that was published and how much contribution this strategy is generating to the total number of accumulated sessions,” says Jaiden.
Thanks to the efforts of Lupita Pérez , our star Customer Success, Rock Content was able to significantly optimize every part of the process and have a good connection with Nubox from the construction to the execution of the strategy.
Jaiden jokes:
“You can change everything, but don’t touch Lupita!”
Focus on buyer personas
As we mentioned earlier when talking about the Covid-19 crisis, one of the key factors in this strategy was the eternal focus on the needs of Nubox's buyer personas.
“It is important to keep your eyes wide open and fresh when observing the market because that is where your buyer personas are.”
Nubox's content strategy wasn't just about getting its buyer personas to buy from them, but actually helping them make improvements in managing their business. Jaiden says:
“Two weeks ago, a client came to me and admitted that he wanted to hire us not for the product itself, but for all the benefits we offer in terms of content.”
This way of working is what has allowed Nubox to become the most read blog in Chile and Latin America on topics related to companies and accountants, and it has also opened the door to other markets that they were not even considering at the beginning.
“Most of our content is well received in countries like Ecuador, Peru, Mexico, Dominican Republic, Argentina, etc., since many of our keywords have international value and, although for now our focus is on Chile, this opens the door to expanding into other markets and thinking more about a regional content strategy.”
Keeping content “alive”
One of the most particular characteristics of the niche in which Nubox operates is that many of the topics related to finance and economics lose their relevance relatively quickly.
That's why part of the strategy revolved around updating and expanding pieces of content that were important to buyer personas, so that they always included the most relevant and recent information.
Furthermore, the good work did not stop there; content was also reinforced that, although it came from a more evergreen nature, needed a little push to reach higher positions in search engines.
As Jaiden explains, an Inbound Marketing strategy “is not just about publishing new articles, but also optimizing and improving those that have already been published.”
And the story continues
Thanks to the application of the best practices of Inbound Marketing and a well-structured strategy, Nubox managed to achieve its goals in a time of economic uncertainty, and the best of all is that the story does not end here.
With this structure in place, Nubox's goals for next year are even more ambitious, and they hope to take greater advantage of the organic acquisition channel.
The engine is calibrated and filled with gasoline, and Nubox has no fear or hesitation in starting it up.
If you are interested in finding out how Rock Content can support you in replicating the success of this great company, get in touch with us !
This transition may be new to some, but the reality is that there are overseas chinese in europe data companies that have been experimenting and optimizing their digital processes for several years.
One such organization is Nubox, a SaaS that set out to make the most of Inbound Marketing and achieved incredible results in partnership with Rock Content.
In this article we will tell you the keys that led it to become the most read blog not only in Chile, but in Latin America in the niche of SMEs and accountants .
About Nubox
Nubox and Inbound Marketing
Strategy in motion
Covid-19 and the market
The keys to Nubox's success
Topic Clusters: Content with Purpose
The synergy between Nubox and Rock
Focus on buyer personas
Keeping content “alive”
And the story continues
Read to the end!
About Nubox
Nubox is a Chilean SaaS with more than 19 years in the market, offering solutions for accountants and business owners focusing on three systems that are also integrated with each other:
Electronic Billing System;
Accounting System;
Remuneration System.
Nubox software is focused on helping SMEs and accountants automate their management processes, making them see the importance of digitalization through valuable content and helping them boost their growth. Nubox seeks to help Chilean entrepreneurs manage less and grow more.
Some of the features they make available to their clients to achieve this goal are:
issuance of invoices, receipts, delivery guides and other tax documents;
cash flow control, collection and debt collection;
integration with SII and issuance of files for payment in Previred;
financial reports;
full accounting, simplified accounting and tax returns;
automatic payment of wages, contracts and settlements.
More than 80,000 companies have chosen Nubox as a tool to help them manage their business; a sign of the strength and professionalism of this company.
Nubox and Inbound Marketing
Nubox began experimenting with Inbound Marketing in 2016, but lacked consistency during that year and the following year. The company was mainly dedicated to publishing articles on its blog, without really having a clear strategy, with correctly defined goals and objectives.
“In 2019, there was a change in the structure and strategy in the Revenue area that allowed us to begin building a much more efficient acquisition methodology based on Inbound Marketing, accompanied also by a lot of experimentation and channel testing.”
This is what Jaiden Martínez , Content Manager & SEO at Nubox, told us .
Given the ambitious challenges and growth goals set for 2020, Nubox decided to rely on an agency for content creation and planning.
That's how he discovered Rock Content and together we began to build a strategy that has generated very good results for us.
Strategy in motion
Nubox's previous efforts, while not focused on a best-practice strategy, had generated a significant amount of traffic (over 3,000 visits per day).
However, aware of the improvements that could be implemented in the strategy, one of the most ambitious goals they set was to increase their organic traffic by 30%. Jaiden comments:
“We far exceeded that goal thanks in part to the content pillar strategy we developed and the historical optimization processes of much of the content already published on the blog. Rock Content primarily helped us with content production and shared best practices for executing the strategy Nubox had designed to achieve success.”
During 2020, the Nubox Blog received more than 3 million visits and a number of daily visits that was above 15 thousand sessions. In total, this represents a growth of 120% YOY , 4 times greater than the original goal.
This radical change was largely due to the fact that the content began to follow a clear strategic purpose, substantially increasing the chances of achieving a high ranking position in search engines and increasing the authority of the Nubox blog.
Of course, we couldn't say that an Inbound Marketing strategy was truly successful if we didn't talk about the impact it had on lead acquisition.
“This engine that we put into motion with the help of Rock Content, allowed us, in addition to capitalizing on that number of sessions, to increase the number of leads from the blog.”
During 2020, Nubox managed to acquire 51,992 leads . The organic channel managed to claim 20% of the generation of that demand (9,986 leads), obtaining an annual conversion rate of 0.30%. Today, Nubox receives more than 1,200 leads on a monthly basis thanks to the organic channel and claims 30% of the demand. Jaiden assures:
“The goal for 2021 is to continue optimizing and exploiting our conversion spaces on the blog to continue increasing acquisition, accompanied also by sustained work on SEO so that traffic continues to grow, since this year we want to close with 40% growth in sessions.”
Covid-19 and the market
By the time the global state of emergency was made official due to the Covid-19 crisis, the project had only been in motion for about 3 months, and certain details needed to be adjusted to respond to the current market situation. According to Jaiden:
“When Nubox went into quarantine in March, we began to detect that our buyer personas (accountants and business owners) had a particular need for content ; information related to understanding government measures to help companies during the pandemic, how to grow with teleworking, reducing expenses, etc.”
In light of the current situation, and given the lack of information regarding educating SMEs about this new reality, Nubox's content strategy began to include articles related to these topics, which allowed it to obtain a flow of sessions that it had not previously contemplated.
“These articles reached more than 7,000 monthly sessions, contributing in a very positive way to our final goal. It was one of the best decisions we made and we believe that companies should build content along those lines, to be able to react to events that are relevant to our audiences.
This also helped us to help clients who were going through a difficult situation and were considering cancelling their project with us to rethink their business models and look for other income alternatives.”
The keys to Nubox's success
Throughout the strategy, many actions were carried out that favored the results obtained at the end of 2020, however, there are four points in particular that both Rock and Nubox consider decisive for success:
a strategy based on Topic Clusters;
good communication between Nubox and Rock Content;
know the buyer personas very well;
content updates and extensions.
historical optimizations of already published content.
Each of these points had a particular impact, so we will talk about each of them individually.
Topic Clusters: Content with Purpose
From the beginning, Nubox, thanks to its previous experience with HubSpot, knew it needed to leverage the concept of Topic Clusters to have a winning strategy.
In itself, a Topic Cluster is a strategy that revolves around a pillar content on a broad topic and several sub-pillar contents that deal with more specific elements, but always related to the main topic.
All of this content “cluster” is linked by hyperlinks that allow the search engine algorithm to identify the relationship between the articles, thus increasing the chances of ranking the material and granting authority to the blog. Jaiden explains:
“Our strategy is based on 23 content pillars, most of which are focused on companies because the entire focus of content in 2021 is aimed at impacting the SME ecosystem with content.”
Each of the pillars was selected based on a keyword and theme that was crucial to both Nubox's objectives and the interests and pain points of the project's buyer personas.
This approach allowed all content created to have a clear purpose and significantly support the strategy's outcomes.
The synergy between Nubox and Rock
Throughout the project, Nubox and Rock Content did their best to maintain fluid communication, both to define key aspects of the strategy and to ensure that content production was truly aligned with the market and Nubox's goals.
“This communication was crucial to having a good synergy with Rock Content and obtaining the results we have achieved. In addition, we at Rock Content have a policy of evaluating results based on investment. Every quarter, Lupita presents us with a report on how much progress we have made in the content that was published and how much contribution this strategy is generating to the total number of accumulated sessions,” says Jaiden.
Thanks to the efforts of Lupita Pérez , our star Customer Success, Rock Content was able to significantly optimize every part of the process and have a good connection with Nubox from the construction to the execution of the strategy.
Jaiden jokes:
“You can change everything, but don’t touch Lupita!”
Focus on buyer personas
As we mentioned earlier when talking about the Covid-19 crisis, one of the key factors in this strategy was the eternal focus on the needs of Nubox's buyer personas.
“It is important to keep your eyes wide open and fresh when observing the market because that is where your buyer personas are.”
Nubox's content strategy wasn't just about getting its buyer personas to buy from them, but actually helping them make improvements in managing their business. Jaiden says:
“Two weeks ago, a client came to me and admitted that he wanted to hire us not for the product itself, but for all the benefits we offer in terms of content.”
This way of working is what has allowed Nubox to become the most read blog in Chile and Latin America on topics related to companies and accountants, and it has also opened the door to other markets that they were not even considering at the beginning.
“Most of our content is well received in countries like Ecuador, Peru, Mexico, Dominican Republic, Argentina, etc., since many of our keywords have international value and, although for now our focus is on Chile, this opens the door to expanding into other markets and thinking more about a regional content strategy.”
Keeping content “alive”
One of the most particular characteristics of the niche in which Nubox operates is that many of the topics related to finance and economics lose their relevance relatively quickly.
That's why part of the strategy revolved around updating and expanding pieces of content that were important to buyer personas, so that they always included the most relevant and recent information.
Furthermore, the good work did not stop there; content was also reinforced that, although it came from a more evergreen nature, needed a little push to reach higher positions in search engines.
As Jaiden explains, an Inbound Marketing strategy “is not just about publishing new articles, but also optimizing and improving those that have already been published.”
And the story continues
Thanks to the application of the best practices of Inbound Marketing and a well-structured strategy, Nubox managed to achieve its goals in a time of economic uncertainty, and the best of all is that the story does not end here.
With this structure in place, Nubox's goals for next year are even more ambitious, and they hope to take greater advantage of the organic acquisition channel.
The engine is calibrated and filled with gasoline, and Nubox has no fear or hesitation in starting it up.
If you are interested in finding out how Rock Content can support you in replicating the success of this great company, get in touch with us !