Flyaps started generating leads with expert content alone
Flyaps is a full-service software engineering company specializing in telecom and AI solutions. When co-founder and CTO Alexander Arhipenko approached us, he was looking for a fresh approach to content creation to support Flyaps' growth.
Unlike other companies in the software development industry, Alex was skeptical about investing in SEO. But the idea of creating expert content to drive leads and position Flyaps as an industry leader really clicked with him.
Alex was among the few decision-makers who see thought leadership as a more powerful indicator of expertise than traditional, SEO-focused marketing. He was ready to steer Flyaps in that direction.
For B2B companies, creating expert content has become a top priority—and for good reason. In the AI era, where anyone can churn out basic SEO content, true expertise is what drives growth.
Creating expert content is a challenge. You can’t expect it to deliver results by just writing a few articles every now and then. It takes consistent effort and a solid strategy to make an impact.
Many companies struggle with expert content because:
- Teams lack the time to focus on this type of content because it’s so demanding.
- External expertise is sometimes needed to capture the industry insights that make expert content stand out.
- Coordinating experts effectively requires a well-structured, strategic content operation.
Like many companies, Flyaps faced these challenges.
That’s where Zmist & Copy came in. Our goal was to develop a content strategy that would position Flyaps as an industry authority, while also setting up efficient content operations to ensure a consistent production process.
First, we explored Flyaps' projects and defined their core expertise — building complex, custom software for telecom, with a focus on process automation and system modernization. We then created case studies to showcase Flyaps' authority, technical skill, and industry insight.
Next, building on Flyaps' unique strengths, we researched key telecom challenges and interviewed team experts to create blog articles that reflect Flyaps' deep understanding of the industry.
When we knew what Flyaps was good at and what they knew about the telecom industry, we conducted SEO keyword research to see if their strengths aligned with what telecom customers were searching for. From there, we built a content plan to match.
We targeted a variety of keywords in our content plan including "the biggest challenges in the telecom industry," "AI in telecom," "5G monetization," "telecom cloud solutions," and more.
We wrote these articles with minimal SEO optimization (including only essential meta titles and descriptions), instead prioritizing the integration of real cases and expert insights throughout. This approach distinguishes them from standard, keyword-focused SEO content.
We found that expert-driven content really resonated with our target audience, driving organic growth. This approach attracted leads from telecom companies looking for Flyaps' expertise.
Building on our success in the telecom space, we applied the same approach to attract leads from the AI field. By combining research, expert interviews, and an authentic content strategy, we crafted high-value articles about AI development that positioned Flyaps as a trusted leader in both telecom and AI software development.
A tip for anyone reading this case study: we used Google Forms to gather insights from Flyaps' in-house experts. This is a great approach for content that incorporates multiple expert perspectives, like in the article "Best AI Tools for Developers: Expert Insights and Applications for All Work Types."
The result was significant growth in organic backlinks, driving strong visibility for Flyaps. They secured top positions for highly competitive keywords like "how much does AI cost," "gen AI tech stack," "IoT in telecom," and "telecom business intelligence." Remarkably, all of this was achieved without any investment in traditional SEO or link-building strategies.
After 14 months of cooperations, we've got: Website users: +246% Leads from the website: +300% LinkedIn company page followers: +35%
There are a few takeaways from this case study: Companies grow when leaders and team members share valuable industry insights; Q&A sessions and interviews create strong content, offering diverse perspectives; Well-chosen keywords and genuine expertise within the content can drive organic growth without extra SEO investment; A successful strategy in one field (like telecom) can be adapted to others (like AI), broadening a company’s influence.
You can team up with us to define your positioning, build a content strategy and operations, or create copy and content. We want your audience to not just notice you but to actively seek you out, waiting to hear what you have to say next.
