We began working with SnackNation in 2020 during the height of the pandemic. SnackNation, a leading healthy snack delivery service, faced a slippery uphill battle: its B2B business model was obliterated by the mass exodus from in-person work settings amidst restrictions and social distancing. 

Richard Fendler, SnackNation’s Head of SEO, engaged Publish Profitably to support his vision and efforts in turning the snack delivery service into a content company. Over the next four years, our team helped SnackNation generate 3.1 million dollars in partner and sponsor revenue, allowing the company to stay afloat in spite of a once-in-a-lifetime black swan event that destroyed its core business. 

Here’s how we contributed to SnackNation’s successful transformation into a blog that, at its peak, reached more than 1 million monthly visitors.

Conducting Extensive Keyword Research 

Organic clicks accounted for 45.1% of all search result clicks worldwide in 2022. 

For SnackNation, every organic click contributes to conversions that satisfy the company’s partners and help to increase the audience size of SnackNation’s subsidiary media properties.  

Given that the snack delivery company already had prior-established topical authority around employee wellness and a variety of workplace-related subject areas, we primarily went after tertiary yet highly lucrative topics: HR, software services (many SaaS companies offer a lifetime 20-50% revenue share), and project management tools. 

Since our engagement with SnackNation began, our team has sifted through hundreds of thousands of keywords to help inform the content strategy of SnackNation’s blog, resulting in dozens of #1-ranked articles and hundreds of articles securing coveted SERP space on the first page of Google.

Developing Content Calendars & SEO-Centric Content Briefs

Our team developed a content calendar to help SnackNation capitalize on keyword opportunities, seasonal opportunities, and evolving user behaviors and search trends. The plan we helped set was a foundational component of SnackNation’s SEO success, allowing us and the rest of the content team to stay months ahead in content production. 

For example, we developed employee gifting content and other Q4-centric content far enough in advance for it to rank before the holiday season kicked off and drive hundreds of thousands of dollars of partner revenue. 

The writing team, which we helped manage, would take the content briefs and write the blogs according to our SEO-optimized outlines, ensuring consistency and alignment with SEO best practices. Our coordination efforts streamlined content production, maintaining a steady flow of high-quality articles.

Designing Content Systems & Processes

Our approach involved developing structured content strategies, coordinating and editing content, and training writers to adapt to shifting SEO requirements. 

We continuously refined and adjusted our strategies as Google rolled out nine major updates in 2023 and continued with significant changes in 2024. This allowed SnackNation to continue to slow down decline and monetize content even as it was heavily affected by updates specifically targeting software websites — one of the most vital aspects of the SnackNation blog. 

Training Writers & Maintaining Top-tier Quality

Publish Profitably empowered SnackNation’s content writers by training them to master the brand voice, adhere to SEO best practices, and refine content.

We collaborated with the content team on all aspects of content creation, including uploading content to WordPress, sourcing or generating images, adding partner links, presenting reports, and consulting. Our internal writing team also personally wrote and contributed more than 100 high-performing, SEO-optimized articles for SnackNation.

Acting as an interim editor-in-chief, we focused on eliminating poor writing and scaling output without compromising quality.

Our hands-on guidance and continuous feedback loop helped writers produce engaging, optimized content that resonated with SnackNation's audience and met the evolving demands of SEO.

Results

Despite the volatile SEO landscape, SnackNation's blog metrics have remained robust and impressive. Our strategic efforts have led to substantial traffic and millions of dollars in revenue, highlighted by the following key achievements:

• Over 1,000 ShareASale.com affiliate links driving significant traffic and revenue.

• Seamless integration of more than 1,000 Amazon affiliate links into the content.

• Nearly 4,000 SelectSoftware Reviews links, indicating strong paid-per-click or paid-per-action deals.

• High-performance partnerships with brands like monday.com, Bonusly, Swag.com, Nectar HR, SwagUp, Unboxed Experiences, and Bambee.