VeePN nailed content operations to achieve 180K in organic traffic
VeePN is a high-speed VPN service trusted by over 48 million users worldwide. It offers secure internet access with servers spanning more than 60 countries. The service is part of JatApp, a product development company with a rich portfolio of 18 software products across various niches.
For VeePN, reaching a wide audience is a top priority.
In the competitive world of VPNs, attracting a big chunk of traffic requires a well-thought-out SEO strategy, a steady stream of high-quality content, and a seamless content production process—in short, a full-scale content machine. That’s where we came in.
Before VeePN asked Zmist & Copy (formerly Kaiiax) for help with their content efforts, they had already made a few attempts to drive growth through SEO. But scaling content production while keeping quality front and center was a tough nut to crack.
They needed a solid strategy, streamlined workflow, and a way to make sure every piece of content met top-notch standards—all while managing a demanding production schedule.
Since VeePN appeals to a wide range of users, our strategy focused on targeting specific use cases — the real reasons people turn to a VPN. This allowed us to reach our problem-aware audience.
Some of the use cases we addressed included:
- Changing regions, like how to change your location in Google Chrome
- Bypassing streaming restrictions, like how to watch Wimbledon
- Preventing data leaks, such as how to see what Google knows about you
- Protecting against cyber threats, like how to fix a hacked Android phone or is WeChat safe?
And many more.
For the solution-aware audience, our content strategy shifted to helping users understand alternatives to a VPN and compare different VPN services. Topics included things like alternatives to NordVPN or the differences between free VPNs and paid VPNs.
Instead of relying on freelancers, we recommended that VeePN hire writers in-house. While their recruitment team handled sourcing and candidate communication, we supported them by validating candidates, conducting interviews, and onboarding new writers. Here's how we did it:
First, we reviewed candidate portfolios to assess their experience and writing skills. Then, we gave them a test assignment to evaluate their ability to research, follow our style guidelines, and meet deadlines. The test involved writing a small article where the writer had to build a strong argument—an effective way to gauge a writer's abilities. For example, one of the test assignments was an article titled "Can Censorship Ever Be Justified?"
Based on the test results, we interviewed the top candidates to see if they’d be a good fit for our team. We then offered a paid trial with three articles. If they performed well, we offered them a full-time position.
As a result, our writer hiring process led to two strong candidates who were able to produce 20 high-quality articles each month.
Based on our content strategy, we develop a monthly content calendar that outlines the topics to cover, sets publishing deadlines, and prioritizes tasks.
“They managed the project very well, delivering everything on time and being highly responsive to our needs. For example, they quickly adapt to market changes—when a news event impacted our niche, the team reacted promptly and created content on the same day.“ – Mykhailo Mirzaiev, Head Of Product, JatApp
Our content workflow includes such stages as
Direction → SEO requirements → Scheduled → Writing → In review → Illustrations → SEO control → Ready for publishing → Published
We use tools like Breeze and Jira to organize tasks, assign roles, track progress, and manage deadlines. We also keep an eye on how much time the team spends on different tasks, like creating new content or making updates, so we can spot any inefficiencies and improve productivity.
We produce 20 new pieces of content each month. Each piece comes with a detailed brief that outlines the key messages, goals, ideas, and references. These briefs help writers speed up the research process, explain how the product fits in, and offer creative ideas to make each article stand out.
As writers draft articles based on the provided guidelines, our editor fine-tunes the content to ensure it meets quality standards, matches the brand voice, and resonates with the target audience.
Each month, we create detailed content reports to track our progress, including metrics like total transactions, blog-driven purchases, published articles, top-performing pieces, and organic growth. By analyzing the performance of existing content, we refine our strategy and identify articles that need optimization.
When we started working with VeePN in 2022, their blog’s organic traffic stood at about 10,000 monthly visitors. Fast forward to 2024, and that number has grown to an impressive 180,000 monthly visitors. With a great team and operations in place, VeePN can now produce content at scale without sacrificing quality—key to their ongoing growth.
"We consistently achieve year-over-year growth in organic traffic, reflecting the effectiveness of our efforts."
VeePN was able to consistently produce content at scale because it found a way to balance efficiency with quality. With the right systems in place, you can manage a high volume of content without compromising on quality. What's important to keep in mind: when it comes to scaling content, quality doesn’t have to take a backseat.
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.
