Descript Drives 35% Organic Traffic Growth with Content Refresh Workflows

The Customer

Sung Jo is the Acquisition Marketing Lead at Descript, an innovative platform that simplifies audio and video editing through AI-powered tools. 

From podcasters to video creators, Descript helps users produce professional-quality content easily and quickly. With a mission to make high-quality content creation accessible, Descript serves prominent organizations like NPR, The New York Times, and Shopify.

But only having a leading-edge product wasn't enough. Descript needed to win the organic search battle to grow their subscriber base and reach more creators.

With hundreds of blog and tools pages essential for customer acquisition, Descript recognized untapped potential in their extensive existing content. 

Below, Sung Jo shares how they leveraged AirOps to efficiently scale their content refresh strategy, increasing their organic traffic by 35% and freeing internal resources for strategic initiatives.

The Problem

Descript faced declining organic traffic to their most important content hubs. Their blog, a core acquisition channel, was no longer seeing consistent growth, which created a challenge in hitting their core business metrics. 

Their previous programmatic approach generated content quickly but lacked quality, leading to negative brand experiences and internal dissatisfaction. 

Their challenges in scaling content operations included:

• Difficulty managing quality control at high volumes
• Inefficient and resource-intensive coordination among multiple content creators
• Lack of consistent brand alignment across published content

Descript needed a solution that would enable them to efficiently refresh existing content and boost organic traffic, without compromising on quality or brand standards.

“Our goal was to publish hundreds of articles per month, but maintaining a consistently high bar at that level of scale was challenging. The previous programmatic approach often struggled to ensure our quality standards were met”

– Sung Jo, Acquisition Marketing Lead at Descript. 

The Solution

Together with the AirOps team, Descript refined and scaled content operations across their extensive blog and tools pages. Through multi-step workflows, Descript automated comprehensive SEO operations: 

• Efficient content refresh: Automated content updates for 600+ blog posts and 400+ critical tools pages, integrating seamlessly with their existing CMS.
• AI-driven research and optimization: Leveraged AirOps' SERP and competitor analysis to generate highly targeted and optimized content.
• Consistent brand voice at scale:  Maintained editorial quality by referencing Descript’s style and tone guidelines, combined with human oversight for final approval.
• Built-in SEO best practices: AirOps automatically generated optimized meta titles, descriptions, and content structure, significantly improving search visibility.
• Seamless publishing: AirOps streamlined the publishing process by integrating directly with Descript’s CMS platforms, Builder.io, and Webflow, eliminating manual operational bottlenecks.

“The demo really put it all together—it’s like Airtable on steroids for an SEO team. Seeing how AirOps could automate precise, keyword-driven content creation was incredibly impressive. The trust we built with AirOps grew further with clear, measurable results" 

– Sung Jo, Acquisition Marketing Lead at Descript.

The Impact

Descript achieved significant and measurable improvements through AirOps:

• 35% increase in organic visits to refreshed blog content.
• 9x faster content refresh, freeing up internal resources for strategic growth initiatives.

The increase in organic traffic directly supported Descript's business goals, and contributed positively to their subscription performance and overall revenue.

"When we first started, it blew me away. I haven't seen such clear, measurable traffic uplift with minimal friction since maybe the early 2010s. It’s a really big win and allowed us to confidently scale our content operations.

– Sung Jo, Acquisition Marketing Lead at Descript.

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