MySwimPro · B2C · swim coaching app
Write one article a week answering common swimming questions people search for
Hundreds of articles over 3 years; traction compounded slowly, no sudden spike
Workedseocontent
What they did
From 2015 wrote about one article a week answering basic swimming questions people search Google for (how to do a flip turn, improve freestyle technique/efficiency). Picked topics from keyword tools and from the questions users sent by email and WhatsApp. Kept it a continuous weekly routine for years.
What happened
By 2018, after three years and hundreds of articles, compounding traction; builds brand and trust rather than immediate installs.
- Stage
- early
- Effort
- ~1 article/week, hundreds of articles 2015-2018
In their words
Sub Club by RevenueCat · Building a Content Marketing Flywheel — Fares Ksebati, MySwimPro“In the very beginning, it was writing about an article a week, and I was just answering basic swimming questions.”
“common search-optimized things, basically, leveraging the power of Google, the biggest search engine in the world, what are people searching on the internet?”
“So, it's not like we wrote five articles and then now we're SEO relevant.”
Related topics
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More from this episode
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- MySwimPro: Answer the questions users email you in a weekly whiteboard videoEarly videos got 75-4,000 views; years later some have millions
- MySwimPro: Cut each long video into short clips and post them everywhere~500K Instagram and 300K+ TikTok followers; TikTok hits didn't drive many downloads
- MySwimPro: Earn from your YouTube videos with ads and sponsor shout-outsContent pays for itself even ignoring app installs; funds two full-time editors
- MySwimPro: Hand off blog, email, then editing so the founder only films5-person in-house team now; paid for by ad and sponsor income
- MySwimPro: Film yourself training with the app on screen instead of pitching it~30% of videos feature the app for 60+ seconds; no conversion numbers
- MySwimPro: Post videos of customers' big swimming wins on the company channel
- MySwimPro: Give each social channel its own App Store link to track revenueCan now tie revenue to each channel; only set up in the last few months
- MySwimPro: Try paid ads before you can track what the spend producedFirst two rounds failed; third round in progress with better analytics
- MySwimPro: Host in-person swim camps to reach new swimmersWorks but doesn't scale; limited by how many people can attend
- MySwimPro: Keep raising the yearly price, from $100 to $180, while conversion holdsConversion barely changed at each step (the app kept improving too)
- MySwimPro: Ask free and paying users four price questions to find what they'd payAverage matched current price (~$100-120/year); a segment would pay $200-300/year
- MySwimPro: Move free features behind the paywall as the app shifts to paidBuilt user entitlement and complaint reviews; guest would package it differently
- MySwimPro: Join a university startup accelerator for first funding and pitch practiceRaised $50K; learned customer discovery, built a network and a tight pitch
- MySwimPro: Raise money from your community through equity crowdfunding roundsAbout $1.2M raised in total, mostly from crowdfunding
- MySwimPro: Test in-app invites with rewards for your most active usersStill being tested; no results yet