When it comes to subscription billing and recurring payments, Recurly is one of the big dogs. Just how big is big? Earlier this week, the company received $12 million in Series B funding.
I have long been enamored with SaaS (software as a service) companies, staying current with the latest updates ranging from funding to new products to launches and much more.
As a corporate blog specialist, I always have one eye on this part of a company’s website as I browse in an attempt to learn more.
From the moment I laid eyes on the Recurly corporate blog, a few things stood out (especially when compared to the competition):
- Clean, simple layout that allows the reader to scour the content and move from one post to the next with ease.
- Variety of content. While some companies focus solely on one type of content, Recurly has stayed away from this. Its most recent post touches on a new feature, but you don’t have to dig deep in the archives to find other types, such as this one that provides advice to the customer while also attracting new business.
- Reader-friendly writing style. Let’s face it: some people will have a solid grasp on everything a company offers, including its technology, while others will not. This is why a reader-friendly writing style is so important. Recurly hit the nail on the head with this one.
What I would Fix
After a thorough review of the Recurly corporate blog, there are not many things that need changed. The layout is clean, the content is varied, and the writing style makes each post enjoyable to read.
Here are a few ways Recurly could improve its corporate blog, making it an even more powerful marketing tool:
Become More Consistent
Even though the rule of “quality over quantity” is a good one to live by, there is no doubt that Recurly could generate enough high quality content to post on a more regular basis.
A quick review of the blog’s first page shows 10 posts, with the most recent published on October 22, 2014 and the oldest on August 15, 2014.
During a period of approximately 67 days, Recurly only created 10 posts. This is an average of roughly one per week.
By pushing this number to an average of two per week, Recurly could experiment with a variety of posts to determine which types yield the best results in terms of traffic and conversions.
I like that almost every post on its blog includes at least one image, often times a chart of some sort.
Some blog posts – A Better Way to Calculate Your Churn Rate – for example, go into great depth on the topic. Judging from the social media widget, this post was shared three times on Twitter and 35 times on LinkedIn.
Now let’s take a look at another blog post published around the same time: Get more out of taxes with Recurly.
Despite the fact that this post was full of useful information, it did not explore the finer details, such as the one listed above (regarding churn rate). As a result, it was not shared on Twitter or LinkedIn.
Not every blog post has to be a novel. Not every blog post is going to provide in-depth knowledge and guidance. That being said, longer posts, those that share unique advice, in great depth, typically perform better.
It only takes a few minutes on the Recurly corporate blog to realize that it is well managed and useful on many different levels. As the company continues to reach new heights, there is greater potential for the blog to generate interest, inform others, and strengthen its brand.