Case study · Northline Software
4.4 times as many demo requests from the blog
Northline Software sells HR software to small and midsize companies. Its blog had been quiet for a long time. With Citapult, a new article goes out every weekday, and readers turn into demo requests.
Clicks a month
8,410+334%
Impressions
214,000+251%
Where they started
Northline’s marketing team is three people. They run trade shows, the newsletter and the website. The blog got whatever time was left: one or two posts a month, mostly product news.
Before the start, Search Console showed 1,940 clicks a month. The pages ranked at an average position of 24.6, on page three. The blog brought in nine demo requests a month.
What Citapult did
- Keyword plan. Citapult read the site and three competitors and found what HR managers search for: PTO accrual, FMLA eligibility, onboarding checklists. One article per search intent, planned 30 days ahead, Monday to Friday.
- Sourced articles. Every article cites at least three sources and prefers primary ones: the Department of Labor, the EEOC and the statutes themselves. The agent never links to competitors.
- Expert interview. Before writing, the agent asks four questions. The support team answers them with what customers ask every day. That puts real cases in the text, not just sources.
- Publishing. Articles go straight to Northline’s WordPress, with images in the brand’s style and internal links to the matching product pages. Jenna Price reads each one and approves it.
- Search Console. Two articles slipped over the summer. Citapult flagged them and suggested revisions. Both are back on page one.
The result
132 articles in six months, one every weekday. In October 2026, Search Console counted 8,410 clicks a month, up 334%. Impressions grew from 61,000 to 214,000.
The average position improved from 24.6 to 7.9. The blog now brings in 40 demo requests a month instead of nine. That is every second demo request Northline gets.
The guides on PTO accrual and FMLA eligibility do the most work. They rank in the top three and link straight to the matching product page. Readers who arrive through an article already know the problem they want to solve, so sales no longer starts every demo call from scratch. Next, Northline is adding topics on payroll.
“We used to manage two posts a month. Now one goes out every weekday, and all I do is proofread. Sales sees it in the demo calendar.”
Placeholder: invented people, real quotes to come.