How Mio Uses Content Marketing To Generate $1m ARR

One of the last things I did as fractional content marketing director at Mio was document all the success we’d had over the last five years.

That report lives on in the form of a PowerPoint presentation.

You can view that using this link or by clicking the image below.

As I’ve started the new year (2025) with a Callroute case study, I thought it would be fun to ask ChatGPT (boo, hiss) to turn my presentation into a case study.

Some might suggest this is laziness. Others might think it’s productive.

For me, the jury is still out when it comes to using AI for content creation.

Sure, I use it for research and formatting – with caution.

So I thought this would be a fun experiment.

For those who prefer a text-based case study, here’s how I grew Mio from a startup with a handful of blog readers to a million dollar per year company.

How Mio Uses Content Marketing To Generate $1m ARR

Over the years, my work with Mio has directly generated hundreds of sales leads and contributed significantly to their revenue.

According to Mio’s CEO, Tom Hadfield , the content I created is:

“Responsible for at least $1 million in revenue. Hearing from customers that they found Mio through my blog posts and decided to sign up for demos is always rewarding and reinforces the value of strategic content marketing.”

My Approach

I follow a 90/10 split between evergreen content and high-value events. My strategy focuses on two primary content types:

1. Middle-of-Funnel (MOFU) Product Awareness:Designed to target audiences who are problem-aware and searching for solutions.These pieces are built to drive conversions.
2. Demand Generation:Thought leadership and help articles about related technologies.Focused on building brand awareness and authority.

To support these efforts, I also prioritize high-value events such as Enterprise Connect, Microsoft Ignite, and the Slack IPO. A strong emphasis on SEO underpins all of my content, ensuring that it attracts organic search traffic and generates meaningful results.

The Results Speak for Themselves

Audience Insights

• Mio’s blog now receives over 1 million visitors per year.
• 94% of those visitors come through organic search.
• The 1.3% first-time conversion rate consistently delivers quality leads.

Top-Performing Content

By carefully selecting topics that resonate with Mio’s audience, I’ve been able to produce content that drives both traffic and conversions. For example:

• Most Traffic:“How to Delete Chats in Microsoft Teams” – 21% of total traffic and 18% of total conversions.“Microsoft Teams Guest Access: Everything You Need to Know” – 7% of traffic and 10% of conversions.
• Highest Conversions:“7 Ways to Connect Microsoft Teams & Slack” – 19% of total conversions.“How to Delete Chats in Microsoft Teams” – 18% of total conversions.

These results highlight the importance of balancing MOFU content with demand generation to achieve optimal outcomes.

Expanding Mio’s Reach

In addition to evergreen content, I’ve worked on partner-specific articles that have boosted credibility with key stakeholders. Some examples include:

• “The History of Eric Yuan’s Zoom”
• “The New Webex App With Abhay Kulkarni”
• “Webex Ecosystem With Justin Ramirez”

These articles have built strong awareness and trust with Mio’s partners, customers, and internal teams.

How I Create Content

My process ensures that every piece of content is carefully crafted to meet specific goals. Here’s how I do it:

1. Research & Ideation: I dig into audience pain points and identify trends to find the most impactful topics.
2. Creation: Each piece goes through drafting, graphic design, and meticulous editing, optimized for SEO and conversions.
3. Distribution: I use social media, internal linking, and proactive outreach to maximize reach.
4. Review & Refresh: I regularly update content to keep it relevant and effective.

Suggested Course: How To Write Blog Posts That Get 500,000 Views

Impact and Growth

Through consistent efforts, I’ve helped Mio achieve:

• Over 94% of their blog views from organic search traffic.
• Dominance in the Microsoft Teams content space, driving the majority of their conversions.
• Rapid growth in partner-related content, such as Zoom and Webex articles.

Reflection

Working with Mio has been a fulfilling journey. By focusing on a strategic mix of SEO, MOFU content, and demand generation, I’ve been able to deliver measurable business results and solidify Mio’s position as a leader in their industry.

If you’re interested in learning more about how I can help your business achieve similar success, feel free to reach out to me at [email protected].