A New Content Marketing Platform for Squarespace
The Opportunity
The Squarespace blog started as a way to announce new products and features. My team was tasked with evolving this into a modern platform to:
Serve our customers with more relevant content
Include best-in-class content marketing tools
Provide a framework for campaign activations
Use the Squarespace CMS to power the blog
The original Squarespace blog design.
The Discovery
We wanted to leverage the native Squarespace blog functionality, so we partnered with Marketing to uncover:
What are the goals of our content publishing team?
What existing function can we leverage to meet those?
What changes can we make for the biggest impact?
The Squarespace blog editor with custom image panels.
The Execution
We leveraged the existing category and feature tags in the product to create landing pages and editorial breakers that could be easily customized.
We added custom functionality to allow for more impactful imagery on article detail pages.
We also provided the editorial team with templates and a toolkit to empower them to publish visually stunning articles without engineering or design support.
The current experience at squarespace.com/blog
The Results
Since the launch of the blog in January 2020 we have seen a large increase in traffic to Squarespace.com.
The blog created a new destination for prospective customers who weren’t ready to start a site, and this content is now a fundamental part of our marketing strategy.
Because engineering support is not needed for publishing content, we can focus energy on enhancing the functionality of custom landing page experiences like Self Made.
The blog is now the primary destination for the Squarespace Instagram account with nearly 300K followers.
The custom landing experience for Self Made.