Semrush is a global B2B SaaS platform serving marketers, SEO professionals, agencies, and small business owners. With a diverse product ecosystem spanning SEO, content marketing, paid media, competitive intelligence, and analytics, Semrush operates at the intersection of high-growth SaaS, education, and performance marketing.

During my tenure, I functioned as a senior content writer for the in-house creative agency, supporting multiple teams and initiatives across the organization—balancing brand voice, conversion-focused copy, and educational depth for a wide range of audiences.

The Ask

Semrush needed scalable, high-impact content that could:

• Support product-led growth across multiple tools and features

• Speak to multiple audiences simultaneously (enterprise teams, agencies, SMBs, solo founders)

• Perform across different stages of the funnel—from awareness to activation to retention

• Maintain brand consistency while moving fast in a competitive SaaS landscape

This required someone who could move seamlessly between strategy, execution, and experimentation—without silos.

My Role

Senior Content & Copy Partner 

I owned and executed copy and content across formats, channels, and teams—often end-to-end. My role blended messaging strategy, creative direction, and hands-on production.

I worked closely with:

• Product marketing

• Growth & lifecycle teams

• SEO & content strategy

• Semrush Academy & education teams

• Design, video, and performance marketing partners

The Approach

I treated Semrush as a content ecosystem, not a collection of one-off assets.

Key principles:

• Audience-first messaging grounded in real user pain points

• Clear value articulation for complex SaaS features

• Conversion-aware copy without sacrificing clarity or trust

• Educational storytelling that positioned Semrush as both a tool and a teacher

Deliverables & Impact

I produced and led copy across a wide range of high-visibility assets, including:

• Landing pages for product features, campaigns, and lead-gen initiatives

• Paid ad copy (search, social, and display) aligned to growth experiments

• Ebooks & long-form guides supporting demand generation and thought leadership

• Video scripts for product explainers, brand campaigns, and social content

• Semrush Academy materials, translating complex marketing concepts into accessible learning content

• Website and UX copy, ensuring clarity, consistency, and conversion alignment

• Campaign messaging frameworks used across channels and teams

Rather than specializing in a single format, I ensured every asset worked together—supporting both immediate performance goals and long-term brand equity.

Deliverables

Scope: Embedded, senior-level content partner operating as an internal creative agency within a B2B SaaS organization.

Delivered consistently across teams and initiatives:

• High-converting landing pages for product features, launches, and lead-gen campaigns

• Paid media copy (search, social, display) written for experimentation, iteration, and scale

• Long-form assets (ebooks, guides, reports) supporting demand generation and thought leadership

• Video scripts for product explainers, brand storytelling, and social distribution

• Educational content for Semrush Academy, translating product value into practical learning

• Website and UX copy aligned to brand voice, clarity, and conversion best practices

• Campaign messaging frameworks enabling fast execution across channels and teams

How this showed up in practice:

• One owner across formats (brief → execution → iteration)

• Fast turnaround without sacrificing quality or consistency

• Clear, audience-aware messaging for enterprise, agency, and SMB users

• Minimal hand-holding; high trust from product, growth, and marketing stakeholders