Squarespace: Global Content Marketing Playbook.

How shifting from product-focused content to customer success architecture turned scattered surfaces into scalable growth engine

Client

Squarespace

Role

Global Content Marketing Playbook, GTM Planning

Content Marketing Playbook

GTM

Key Takeaway

Content drives business results when customer success becomes the organizing principle — not product promotion. We helped Squarespace transform its scattered surfaces into a connected, conversion-driving system — driving +891% engaged users and +325% trial conversions YoY.

Context

When content chases product, and doesn’t convert people.

Squarespace had brand equity, global awareness, and plenty of content — but trial conversions had plateaued. Paid media was losing efficiency. And 52% of new users were first-time sellers taking months to activate.

Meanwhile, competitors were capturing demand with deep, structured content systems. What should have been a differentiator had become a bottleneck. With international expansion ahead, Squarespace needed a content strategy that didn’t just educate — it needed to convert.

Approach

What content needed to do differently.

Disconnected surfaces

Content lived in silos — help center videos, how-to blogs, webinars, and product guides — none connected by user journey or conversion flow. The result? Engagement with content didn’t translate into business outcomes.

Disconnected surfaces

Education before features

Most high-value customers weren’t ready to buy — they needed business education first. But content focused on product features instead of the entrepreneurial blockers that stalled new sellers.

Education before features

Most high-value customers weren’t ready to buy — they needed business education first. But content focused on product features instead of the entrepreneurial blockers that stalled new sellers.

Education before features

Most high-value customers weren’t ready to buy — they needed business education first. But content focused on product features instead of the entrepreneurial blockers that stalled new sellers.

Authority without architecture

Competitors had built structured content ecosystems. Squarespace hadn’t. Without hierarchy, territory, or signal loops, even the best content struggled to rank, resonate, or convert.

Authority without architecture

Competitors had built structured content ecosystems. Squarespace hadn’t. Without hierarchy, territory, or signal loops, even the best content struggled to rank, resonate, or convert.

Authority without architecture

Competitors had built structured content ecosystems. Squarespace hadn’t. Without hierarchy, territory, or signal loops, even the best content struggled to rank, resonate, or convert.

Solution

From scattered content to structured growth

Unified content hub

We built a single discovery interface — “The Content Hub” — connecting all educational content across the platform. Every asset was reclassified by journey stage and structured for findability.

Unified content hub

Customer success content system

We shifted content from marketing tool to success enabler. Five journey-based territories mapped content to what entrepreneurs actually needed — from launch guidance to scale support.

Customer success content system

We shifted content from marketing tool to success enabler. Five journey-based territories mapped content to what entrepreneurs actually needed — from launch guidance to scale support.

Customer success content system

We shifted content from marketing tool to success enabler. Five journey-based territories mapped content to what entrepreneurs actually needed — from launch guidance to scale support.

Hub-and-spoke architecture

Comprehensive “pillar” assets were used to anchor key topics, with surrounding formats (posts, webinars, lead magnets) linked into conversion-focused ecosystems.

Hub-and-spoke architecture

Comprehensive “pillar” assets were used to anchor key topics, with surrounding formats (posts, webinars, lead magnets) linked into conversion-focused ecosystems.

Hub-and-spoke architecture

Comprehensive “pillar” assets were used to anchor key topics, with surrounding formats (posts, webinars, lead magnets) linked into conversion-focused ecosystems.

Business-aligned measurement

We redefined success. Bounce rate, time on page, and clicks were out. Engaged landings, trial sign-ups, and lead-to-trial attribution took their place — aligned to outcomes, not vanity.

Business-aligned measurement

We redefined success. Bounce rate, time on page, and clicks were out. Engaged landings, trial sign-ups, and lead-to-trial attribution took their place — aligned to outcomes, not vanity.

Business-aligned measurement

We redefined success. Bounce rate, time on page, and clicks were out. Engaged landings, trial sign-ups, and lead-to-trial attribution took their place — aligned to outcomes, not vanity.

Results