A Peek Inside MoEngage’s Playbook: The Strategy Behind Their Content Marketing Triumphs

In today’s digital-first world, content is not just a medium—it’s the driving force behind customer engagement and brand success. This is especially true in a competitive marketing environment. 

In this exclusive interview, we sit down with Shana Haynie, the Head of Content Marketing at MoEngage to understand how they’ve strategically combined high-quality, audience-focused content with robust SEO practices to drive organic growth and establish a thought-leadership status. 

From crafting data-driven insights to building powerful narratives that resonate with their audience, Shana shares how MoEngage leverages content to drive success. Read on to learn how they consistently create value for their audience while setting benchmarks in customer engagement.

MoEngage Success Highlights 

• MoEngage is an insight-led customer engagement platform that leverages strategic content initiatives and delivers value-driven resources. 
• They produce high-quality educational content through their blogs, whitepapers, ebooks, and case studies to educate product managers, marketers, and customer engagement professionals on the industry’s best practices. 
• They’ve leveraged localized content to achieve global reach by ensuring content relevance across diverse markets.
• They’ve partnered with industry experts and thought leaders to amplify their reach and credibility.

Hey Shana, thank you for taking the time to answer our questions. Our audience is eager to know more about your journey and how MoEngage has positioned itself as a thought leader in customer engagement and retention strategies.

Tell us about yourself and your professional background

I’ve spent over a decade in content marketing and SEO, leading teams to craft high-impact content that drives customer engagement and business results. My journey began with a strong focus on content creation, which has evolved into a broader leadership role overseeing regional SEO strategies and content development for large-scale, global brands. 

Currently, I am the US Regional Head of Content and SEO at a leading SaaS company, where I focus on content optimization, demand generation, and aligning SEO best practices across regions. My areas of focus include building robust SEO frameworks, crafting content strategies that scale, and creating value-driven content that resonates with B2B and B2C audiences.

Tell us about your brand and how it impacts your customers. 

MoEngage is a leading customer engagement platform designed to help B2C brands optimize their digital marketing efforts and deliver personalized, meaningful experiences across multiple touchpoints. By leveraging data-driven insights, MoEngage enables brands to understand customer behavior, automate omnichannel communication, and drive better engagement and conversions. 

Our customers benefit from our deep dedication to security and compliance, ensuring that as they scale, they can trust our platform to safeguard their data. Brands across industries, including retail, QSR, and financial services, have seen significant improvements in customer engagement, retention, and loyalty by using MoEngage.

What’s been your demand generation strategy?

This is an interesting question since most Heads of Content are not directly responsible for Demand Generation. 

For my part at MoEngage, our “demand generation” strategy is centered on a combination of content marketing and SEO. 

For demand generation, we create thought leadership content that showcases our expertise in customer engagement while addressing the specific pain points of our target audience. 

One initiative I’m particularly proud of is our recent use case booklets, which outline MoEngage’s value propositions for various industries, especially quick-service restaurants (QSR) and banking. This is a new campaign for us, so no results to share yet, but the assets are core to our on-site conversion strategy for content that serves those industries.

Our content strategy is multifaceted and involves leveraging long-form content like ebooks, blogs, and case studies, alongside shorter, engaging content like LinkedIn posts. The content is designed to educate and build trust with our audience while driving them through the funnel. 

Success is measured through a combination of organic traffic growth, content engagement metrics, and conversion rates. 

Have you explored any link-building strategies? If yes, can you share about it?

Only guest posting with reputable sources. “Link building” is an outdated concept in my opinion. Create good content and people will link to it. Period.

Any advice you’d like to give marketing professionals, especially in the B2B / SaaS domain?

One of the most critical aspects of success in B2B marketing, particularly in SaaS, is mastering stakeholder management and ensuring internal alignment across your organization. Whether you’re leading a demand generation campaign or rolling out a new content initiative, getting internal buy-in from key stakeholders—like leadership, product teams, and sales—is essential. 

To champion your programs effectively, it’s important to communicate the value of your initiatives clearly and connect them to broader business goals. This means framing your marketing efforts in a way that resonates with stakeholders’ priorities, such as driving revenue, improving customer retention, or optimizing operational efficiencies.

Equally important is basing your strategy on audience insights. When you align your initiatives around the actual needs, behaviors, and pain points of your target audience, you create a strong foundation for your campaigns. 

Use data to tell a story about your audience and demonstrate how your marketing efforts will address specific gaps or opportunities in the market. By consistently showing how your programs are rooted in audience insights, you can gain greater trust and buy-in from internal stakeholders, as they will see the tangible impact of your strategy on the customer experience.

Lastly, fostering close cross-departmental collaboration ensures that your efforts are consistent. When everyone is aligned around the same goals and understands the customer journey, you can move faster and achieve better outcomes across the board.

Any new skills you are planning to learn?

Understanding more about GenAI and how to incorporate it into my daily workflow.

Is there any piece of content that you own (eBook/whitepaper/podcast) you’d like to tell us about?

I’d love to highlight an upcoming webinar we’re hosting with Poshmark titled “Inbox to Impact: How Poshmark Delivers Tailored Email Experiences.” This webinar will dive into how Poshmark leverages personalized email strategies to engage its community and drive impactful results. 

We’ll discuss their approach to customer segmentation, email automation, and how they use data to optimize communication across touchpoints. Once the live event has been completed, the recording will be available on-demand.

If possible, I’d appreciate it if you could promote the webinar during this interview. Here’s the link for more information: Inbox to Impact: How Poshmark Delivers Tailored Email Experiences.

SaaSy Tidbits from Shana Haynie 

• Build strategies around audience needs, behaviors, and pain points. Leverage data to tell a compelling narrative that addresses market gaps and opportunities.
• Combine thought leadership and audience-focused solutions for effective demand generation. Create industry-specific assets, like use case booklets, which help address pain points directly and strengthen on-site conversion strategies.
• A multifaceted content approach to educate, build trust, and guide prospects through the marketing funnel effectively.
• Foster cross-departmental collaboration. Align your teams around shared goals and customer journeys to ensure consistency, speed, and great outcomes across your marketing efforts.
• Secure internal alignment and buy-in for your leadership by communicating the value of your marketing initiatives and connecting them to key business metrics like revenue growth or customer retention.

By relentlessly focusing on audience insights, strategic content, and cross-departmental collaboration, MoEngage has set the standard for innovation and success in customer engagement. 

As a SaaS content marketing agency that keeps content and SEO at the forefront of all initiatives, we relate with each insight Shana has shared here. We are sure you will learn a lot from her journey in the SaaS domain. If you have any questions or want to learn more about MoEngage, we would encourage you to visit their website or get in touch with Shana on LinkedIn.

Author

Hazel Kamath

Hazel Kamath is a Senior Content Writer and Strategist at Growfusely – a SaaS content marketing agency specializing in content and data-driven SEO.

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