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 Work
We 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 Challenge
EventUp Planner provides event management software to major organizations including Adobe, SXSW, NBC, and AAA. Their marketing team wanted to grow organic traffic through high-quality blog content. They needed a partner who could write knowledgeably about the nuances of event planning while executing a disciplined SEO strategy.
Their demand generation approach centered on pillar and cluster content around core topics: event registration and ticketing, event reporting, schedule and speaker coordination, event accessibility, and more. They needed someone who could bring fresh ideas to well-worn topics and produce consistent, publication-ready work.
The Results
237% increase in organic blog views over one year
First-page rankings for competitive event management keywords
Featured snippets for high-value search terms
A reliable content engine that freed their internal team to focus on other priorities
What They 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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