Case Study: EventUp Planner
Client: EventUp Planner (formerly Attendease)
Industry: B2B event management software
Engagement: November 2021-2025
Services: Blog content strategy, SEO-focused content writing
The Need
To grow their online presence and remain competitive, EventUp Planner needed to invest in an ambititious content strategy that would bring potential customers to their website through organic search.
Their demand generation approach centered on pillar and cluster content around core topics (event registration and ticketing, workback schedules, speaker coordination, event accessibility, etc.) in order to drive users to book a demo.
To achieve this goal, the content needed to be authoritative, useful, and optimized for search while reflecting EventUp Planner's comprehensive expertise in event management.
The Client
EventUp Planner (formerly Attendease) provides event management software to major organizations including Adobe, NVIDIA, Atlassian, SXSW, NBC, AAA, and others.
Founded in 2005, the platform allows event organizers to create branded event websites with drag-and-drop scheduling, registration, reporting, and event management tools.
The company was acquired by Tripleseat, a leading cloud-based event and sales management software for the hospitality industry, in 2023.
The Challenges
The Solution
EventUp Planner's marketing team had limited bandwidth to execute a consistent, SEO-driven content strategy. They needed a partner who could write knowledgeably about the nuances of event planning, bring fresh ideas to well-worn topics, and produce publication-ready work on a reliable schedule.
Without dedicated content support, they risked losing ground to competitors in organic search or stretching their internal team too thin.
Wordplay became an extension of EventUp Planner's content team, producing both short-form posts and in-depth pillar content. Over 2023–24 alone, we delivered 48+ blog posts, each optimized for search and designed to support their broader content strategy.
Beyond execution, we contributed strategic thinking: identifying content gaps, refreshing existing pieces, and targeting keywords with real ranking potential.
The Results
EventUp Planner has built a content library that drives sustained organic growth, including first-page rankings for competitive event management keywords and featured snippets for high-value search terms.
The numbers tell the story: over the course of one year, organic blog views increased by 237%. The blog became a reliable content engine that freed their internal team to focus on other priorities.
What The Client Said
"What truly sets Victoria apart is her ability to consistently bring fresh and innovative topic ideas to the table, breathing new life into our existing content. Her expertise in SEO has been instrumental in amplifying our organic traffic efforts, which was a major focus for our marketing team. Thanks to her strategic guidance, we've seen a remarkable 237% increase in organic blog views over the course of the year.
I wholeheartedly recommend Victoria and the talented team at Wordplay Creative Inc. to any organization seeking exceptional content support."
Nicole Catao, Former Marketing Director, EventUp Planner
"We had a fantastic experience working with Wordplay Creative. The communication with the team was clear and responsive, which made the entire process run smoothly. The quality of the content was excellent, only needing minor (or zero) revisions. The onboarding process was thorough and a great way to kickstart the partnership and make sure we are aligned in our goals. Great quality and great customer service!"
Julia Falci, Former Growth Marketing Manager, EventUp Planner
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