Case Study: How Mia-Platform Achieved 5X Time to Publish and Improved Lead Quality with Hackmamba

Mia-Platform is committed to driving innovation with cutting-edge cloud-native solutions that enhance developers' lives and support global technological development. Discover how Mia-Platform collaborated with Hackmamba to streamline content production, boost SEO performance, and optimize resource allocation while maintaining their position as industry thought leaders.

Results

• Faster time to publish content
• Improved SEO position
• More targeted leads with better-prepared prospects
• Competitive advantage

About Mia-Platform

Mia-Platform is a leading and award-winning provider of internal developer platforms designed to optimize cloud-native application delivery and lifecycle management. The platform facilitates productivity, governance, and expedited delivery through a suite of services, including CI/CD, microservices development, and API management.

• Industry: Information Technology (IaaS and PaaS)
• Company Size: Mid-sized Enterprise (150+ employees)
• Location: Italy
• Content Objective: Scaling content production & improving lead quality

The Problems

1. High costs and lengthy production times

Mia-Platform's robust internal content production process had been crucial in establishing them as industry thought leaders. The consistent output of high-quality content came with major challenges, particularly in cost and time.

The financial strain on resources

Producing high-quality content internally required a considerable financial investment, including hiring skilled writers, editors, and designers. Additionally, there were costs associated with research, production tools, and platforms necessary to maintain the high standards Mia-Platform set for itself.

“We scouted several possible providers before choosing Hackmamba. We already had good internal production, and it was going quite well in terms of positioning ourselves as thought leaders, but it was sometimes very expensive and long,” explains Paolo, a senior technical writer at Mia-Platform.

Time-consuming processes

Each piece of content required meticulous planning, research, writing, editing, and approval. This extensive process often resulted in delays, making it difficult to keep up with the industry's fast-paced demands. Consequently, the team faced challenges in producing content at the frequency needed to maintain their market position and stay relevant to their audience.

Impact on scalability

The high costs and lengthy production times considerably impacted Mia-Platform's ability to scale its content efforts. As the company grew, so did the need for a larger volume of high-quality content to support various functions, including marketing, sales, and customer education. However, the existing internal processes were not sustainable at scale. The team's capacity to produce content could not meet the increasing demands, creating a bottleneck that hindered their overall growth strategy.

"We needed an external provider to serve as a multiplier for our internal production efforts," noted Paolo.

2. Internal bias and self-referential content

While initially effective, Mia-Platform’s reliance on internal resources for content production sometimes resulted in too self-referential content and a lack of a broader, more objective perspective. Such internal bias hindered their ability to engage a diverse audience fully.

"We needed an external provider to [...] help us to avoid being too self-referential and to embrace a more objective perspective." Says Paolo.

Reduced audience engagement

Overly self-referential content often fails to resonate with a wider audience. This lack of broader appeal meant potential customers and stakeholders might not fully connect with the content, reducing its overall impact and effectiveness.

"An external eye on our topics [would] allow us to mitigate our internal biases and embrace the topic from a more objective and broader perspective," explains Paolo.

Inconsistent messaging and impact

The internal bias could also lead to inconsistencies in messaging. Without an objective review process, ensuring that all content aligned with the company's strategic goals and communicated the intended message effectively would be challenging. This inconsistency might dilute the impact of their content marketing efforts.

3. Limited time for strategic planning

The internal team spent considerable time producing content, which left little room for strategic planning and ensuring consistency across different platforms, such as the website, blog, and documentation.

Overburdened internal team

The substantial time and effort required for content creation diverted their attention from other critical tasks, such as strategic planning and innovation. This overextension of resources hindered their ability to focus on high-level strategies and growth initiatives.

"Before, I needed to produce most of the blog content myself, which required a lot of time and effort," explains Paolo. "This left little to no time for other activities."

Lack of strategic focus

Due to the heavy focus on content production, the team struggled to dedicate adequate time to strategic planning. This lack of focus on strategy meant that content marketing efforts were less coordinated and less effective in achieving long-term business goals. Strategic oversight is essential for ensuring content aligns with the company's objectives and market trends.

On Partnering with Hackmamba

Expert content at scale

By choosing Hackmamba, Mia-Platform was able to augment its internal production efforts. Hackmamba provided a dedicated team with specialized DevOps and Platform Engineering expertise, which helped accelerate content delivery and maintain a consistent quality standard.

“This strategic partnership enabled us to efficiently meet the growing demands of our rapidly expanding business while optimizing resources and maximizing output.” Says Paolo, “By tapping into their specialized expertise and scalability, we were able to augment our in-house capabilities and maintain a consistent quality standard."

Freeing up time for strategic planning

With Hackmamba managing the bulk of content creation, Mia-Platform's internal team could concentrate on strategic planning. This shift allowed them to better align their content marketing efforts with overall business objectives, ensuring that all content produced contributed effectively to long-term goals.

"With Hackmamba doing the heavy lifting, I can now dedicate more time to strategic thinking and planning," shares Paolo. "The process is clear and fully transparent, which notably improved from our previous agency experience."

Mitigating internal bias with external perspectives

Hackmamba helped Mia-Platform create less self-referential content and more relevant to a broader audience. This broadened appeal helped engage a more diverse readership, enhancing their content marketing strategy's overall reach and effectiveness.

"With Hackmamba, we were able to produce content that embraced a broader perspective while retaining our distinctive traits and expertise," noted Paolo.

Ensuring consistent and objective messaging

Hackmamba’s involvement ensured that the content produced was consistent with Mia-Platform’s strategic goals and communicated the intended messages effectively. The external review process provided an additional layer of quality control, helping to maintain high standards and a consistent voice across all content.

"The process is clear and fully transparent, which was a significant improvement from our previous agency experience," shares Paolo. "This helped us to maintain a consistent quality standard and avoid internal biases."

Progress toward business goals

The collaboration with Hackmamba yielded notable improvements in key performance indicators (KPIs):

• Faster content delivery time: Streamlined processes reduced the time required to publish content.
• SEO Performance: Average keyword positions improved.
• Lead Quality: The leads generated were more aligned with Mia-Platform's target audience and better informed on relevant topics.

"Overall, we saw a consistent improvement in all the KPIs, with prospects more in target and better prepared on our topics," says Paolo.

Key differentiators from other agencies

• Transparency: Clear visibility into the content production stages.
• Efficiency: Reduced time spent on reviewing and rewriting.
• Reliability: Dependable technical expertise, ensuring high-quality content.

“With the previous agency, we only spoke with our account, so it was difficult to perceive how the writer was progressing. With Hackmamba, the process is clear and fully transparent. I always know which stage each article is in and can check it whenever I want. Also, with Hackmamba, I know they are reliable from a technical point of view, so the review process is far easier and quicker now. With the previous agency, I sometimes needed a huge effort in reviewing and sometimes rewriting many parts.” - Paolo Martinoli.

Future outlook

Mia-Platform plans to continue developing bottom-of-the-funnel content internally while relying on Hackmamba for broader-scope content. This approach will allow Mia-Platform to leverage its expertise where it’s most needed and maintain a consistent, high-quality content strategy.

"We want to keep this track, dedicating more time to developing bottom-of-the-funnel content internally and relying on an external partner for broader scope content," Paolo concludes.

Create content at scale and distribute with Hackmamba today

With expert technical writers across all software engineering disciplines, assisted by keen-eyed reviewers, content strategists, and designers, we take your content from creation to publication faster, including all the graphical assets required, at much less cost.