Heyup content strategy

I launched Heyup’s blog and email marketing strategy to boosting SEO traffic and improve user retention.

Background

Client: Heyup

Heyup is community-powered platform where tech lovers can discover, discuss, and test new products.

I worked with Heyup as a content strategist and writer to help boost engagement through blog content and emails.

Conflict

Heyup was expanding quickly, but it didn't have the content infrastructure to support its growth.

There was no regular email communication with users.
The existing onboarding email lacked focus and had low CTR.
Blog content was sporadic and not optimised for traffic, SEO, or engagement.

They had great products and a loyal community, but no consistent way to keep people engaged and coming back.

Heyup's emails lacked focus and underperformed

Strategy

I focused on launching a two-channel content strategy from scratch:

1. Blog content that ranks

I created content buckets based on trending keywords, upcoming tryouts and other SEO opportunities. From there, I could target traffic growth through weekly blog posts that covered product reviews, tech news and opinions.

I also used SEO best practices like internal linking, scannable formatting and keyword targetting, while keeping a clear, community-friendly tone.

2. Emails that welcome and retain

I created Heyup's official newsletter to promote upcoming tryouts, blog content and drive more traffic back to the website.

I also designed a new onboarding email flow to guide sign-ups through Heyup’s ecosystem.

While keeping the tone consistent, I experimented with content types and delivery times to further optimise open and clickthrough rates.

I created welcome emails with clear objectives

Climax

In just 3 months, the content strategy laid the foundation for continued growth.

Blog traffic grew with new posts ranking on Google for long-tail and product-specific keywords (e.g. "REDMAGIC Astra vs Y700")

Newsletter open and click rates reached industry benchmarks.

The new user onboarding helped reduce drop-off, guiding users to explore Heyups full offering.

Selected posts

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