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PROBLEM
Casebook struggled to find writers with the subject matter expertise and SEO knowledge needed to boost organic performance.
Casebook PBC is a platform for human and social services, but they’re more than just a SaaS solution. Their software empowers government agencies and nonprofits of all sizes by delivering reliable data about the effectiveness of their own programs. In short, Casebook improves outcomes for organizations and the people they serve, accelerating an end to poverty.
Josh Cruz, Head of Marketing at Casebook, had clear content goals: To improve their SEO performance and increase their content volume. But his team lacked the internal resources to make it happen. Budget constraints and limited headcount made hiring in-house writers impossible.
So, he began looking into outsourcing his content needs. Unfortunately, most consultants and agencies he encountered didn't have the deep knowledge and authority required for Casebook's subject matter. When he did engage with one of these vendors, the quality wasn’t landing either. It seemed like freelance writers couldn’t speak to Casebook’s target audience in a meaningful or impactful way.
Josh and his team eventually brought in a consultant, but this person still had to source individual writers themselves. This fragmented approach created multiple pain points:
- Content pieces would take up to a month to complete, even when working with capable writers.
- When calculating the hours spent by all contracted stakeholders involved, costs spiraled quickly.
- Quality control also became a delicate issue as freelance writers sometimes became a liability due to personal beliefs and life changes.
The Casebook team found themselves going ten steps back to identify where things went wrong, which turned content creation into an internal process anyway (something Josh desperately wanted to avoid!).
Not to mention, Josh also came across quite a few AI content solutions that appeared scammy, which can be dangerous in the spread of misinformation. Casebook needed a partner they could trust. Someone who understood their specialized field and could produce authoritative content that would rank well in search results while properly handling sensitive social topics.
SOLUTION
Compose.ly became a trusted extension of Casebook's team, delivering peace of mind and quality SEO content.
When evaluating alternative solutions, Josh was instantly impressed by the level of accountability and transparency in Compose.ly's writer selection and content creation process.
As previously mentioned, Casebook provides resources on topics in social services, including subjects like Indigenous social work, that require expertise and cultural sensitivity. Compose.ly's writers demonstrated both the subject matter expertise and the SEO skillsets needed to create credible, nuanced content with high search visibility.
"Compose.ly feels like an extension of our team. Their writers understood our audience and our goals, and they never give us fluff. As a department head, I was finally able to instill trust in an outside partner." — Josh Cruz
Perhaps most impressively, Casebook hasn't needed to request revisions on Compose.ly's content since July 2024 — a testament to the quality and accuracy of the work.
For Sophia Shum, Casebook's Engagement Marketing Manager, the day-to-day process has been seamless. She appreciates Compose.ly’s easy-to-use platform, accessibility to their account manager, Douglas Haugen, and the SEO alignment that makes the admin work of publishing content straightforward.
The operational benefits have been blissfully welcomed. Josh no longer worries about sourcing writers. He doesn’t have to be "super high-touch" with contractors or worry about writers who don't properly source information. For an organization that publishes socially sensitive articles in 2025, peace of mind is invaluable.
RESULTS
Casebook doubled organic traffic while reducing paid keyword spending by two-thirds, with Compose.ly content driving growth.
Since partnering with Compose.ly, Casebook has seen significant improvements in their SEO performance and content marketing results. Organic traffic has more than doubled in volume, growing from an average of 705 visits to approximately 1,500 visits year-over-year.
This growth allowed the Casebook team to reduce their paid keyword spending by two-thirds, saving marketing dollars while increasing earned audience traffic.
Regarding content engagement metrics, total blog views increased by 214% year-over-year, with 15% of all traffic originating from blog sources. Over 317 company contacts were created through blog engagement in a single year.
Most importantly, these improvements translated directly to business growth. The blog articles created by Compose.ly's writers provided mid-funnel pathways for readers to become leads. This content directly contributed to over 20 new customers within the past year.
The quality of Compose.ly and Casebook’s partnership also extends beyond metrics. As Josh and team anticipate changes with the new administration potentially cutting funding and grants, Compose.ly's content is shifting to provide helpful guidance within this new context.
If there's one thing Josh from Casebook appreciates most, it's that Compose.ly has effectively saved them "an entire role's worth of time" — and even then, there would likely be too much work for an individual to handle alone.
No one should have to navigate frequent search updates and SEO strategies alone, especially when your content directly serves communities. Casebook found the perfect solution to their SEO content needs in Compose.ly, and you can, too.
