Case Study SummaryOptimist worked with Glide, a no-code app builder, to build and scale their content marketing strategy and support their PLG motion for driving direct product sign ups.Engagement: ~12 months GTM Motion: Product-led growth (PLG) Outcome: 1,200% increase in organic blog traffic Outcome: 14x increase in weekly leads and product signups from content |
Glide is a no-code app builder designed for rapid, self-serve adoption. When Glide engaged Optimist, their product was strong but their content footprint was minimal. They had a growing library of app templates, the website lacked a structured content strategy to consistently drive qualified users into the product.
The objective was clear: build an organic growth engine that directly supported product-led signups, not just traffic.
Problem
Glide faced a classic PLG content challenge:
- Very little supporting editorial or educational content
- Strong high-intent template pages, but limited visibility and authority around them
- No clear full-funnel structure to guide users from discovery to signup
- Missed opportunity to compound demand around proven, high-converting use cases
Traffic that did exist was fragmented and not systematically reinforcing product adoption.
Solution
We built the entire content strategy by working backwards from what already converted.
Template-Led Strategy Design
- Identified Glide’s highest-value and most popular app templates
- Treated each template as a conversion hub, not just a landing page
- Used templates to define the shape of the overall content strategy
Full-Funnel Content Clusters
For each priority template, we built a structured content ecosystem:
- Top-of-funnel: Educational and use-case-driven content to build topical authority
- Middle-of-funnel: Commercial and solution-aware content aligned to app-building intent
- Bottom-of-funnel: Direct pathways back to the template and product signup
This created clear pillar-and-cluster systems that:
- Reinforced search visibility
- Guided users naturally toward high-intent template pages
- Supported Glide’s self-serve, in-product conversion model
Crucially, content was not treated as a standalone channel, it was designed to feed demand directly into the product.
Outcomes
- 1,200% increase in organic blog traffic
- 14x increase in weekly leads and product signups from content
- Clear attribution from blog content → template pages → in-app signups
- A repeatable framework for scaling content in lockstep with product growth
Glide moved from having templates to operating a template-centered growth system, where content consistently amplified the pages that mattered most to revenue and adoption.
