Adzuna Australia
Adzuna is a global job search engine operating in a crowded recruitment market. The Australian arm had a blog, but it wasn't doing much — a few hundred readers a month, no real strategy, no system for competing in search.
Services
Trusted Advisor Retainer
Strategic Diagnosis Sprint
Industry
Human Resources
Company Size
100 Employees
Timeline
18 months
How I built a content function that grew organic traffic by 2,100%.
The challenge
A job search engine sitting on an obvious content opportunity and struggling to capitalise on it
HR, employment law, career advice — these are exactly the high-intent topics job seekers and employers actively search for. The opportunity was clear, but the blog was drawing a few hundred readers a month, with no targeting and no system behind it. The subject matter is also notoriously easy to make dry. Most recruitment content is forgettable. The challenge wasn't just volume — it was building something people would actually want to read.
The approach
Research-led strategy, a system built from scratch, and disciplined execution at scale.
I came in as the content strategist and built the function from the ground up. I started with deep research into what made content succeed in this space, developing a method for identifying topics about to trend using Buzzsumo and a research framework built for the purpose. From there, I built the content pipeline itself — calendar, workflow, and system — from close to zero, and mapped the search terms worth targeting across both sides of the market: job seekers and the SMEs hiring them. Over the course of the engagement, we produced more than 1,000 well-researched articles, with a consistent thread running through all of it: taking technical or HR-heavy subject matter and making it practical and readable. The goal was never just to rank. It was to be genuinely useful, at scale.
The Results
Organic traffic up 2,100% in 18 months, with results that kept compounding after publication.
Organic traffic grew 2,100% within 18 months
Monthly blog readership scaled from a few hundred to 20,000 at peak.
A significant number of articles still rank on page one, years later.
Over 1,000 articles produced.
A full content function built from scratch — calendar, workflow, and pipeline — that kept working after the engagement ended.
Numerous articles Marianne has organised for Adzuna appear on the first page of Google for key search terms. Our blog traffic has soared from a few hundred readers per month to a high of 20,000 readers in a single month. This is solely due to the quality and consistency of Marianne's contribution to strategy.
Ben Phillips
Marketing Director
More cases.
Trusted by more than 50 companies, from ambitious startups to major enterprises.
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