Here's my fake application to Kissmetrics' copywriter position. I wrote an article to share which are, according to me, the best things to put in your application when you want to do content in the SaaS industry.

1. My Kissmetrics application
Hi Lars, I’d like to apply as a copywriter.

2. My deal in a few words
Rachel Vanier, 26 years old
@VanierRachel
Past five months: Content Marketing and Communications manager
at eFounders startup studio - Paris.
Supervise and produce content for SaaS startups: Aircall, Solved,
Illustrio, and eFounders.
I also handle SaaSClub newsletter.
(N subscribers, Z% open rate, X% click rate)
2014: Freelance copywriter, blogger, ghostwriter and tech journalist
2013: Marketing manager at a startup developing a Disqus-like product.
Before that (and still a little bit): avid reader, dancer, traveler, chocolate eater.

3. My Kissmetrics personal story
Jan. 2012:
Hear about
Kissmetrics as
an analytics
marketing
tool
April 2012:
Attend a
Kissmetrics
webinar about
pricing
2014: Dream
of working at
Kissmetrics
2013: Become
an avid reader
of Kissmetrics’
blog
How my level of ignorance about Kissmetrics decreased and I ended up craving for this job
From Jan 2012 to Feb. 2015
2015: Apply
as copywriter
at Kissmetrics
2015: Be
hired at
Kissmetrics
?
Ignorance
Time

4. Here’s my best piece of content
http://aircallio.tumblr.com/post/101260159876/first-time-doing-cold-calling-follow-this
At least I thought it was…

5. Featured on Growthhackers’ homepage
Hey, I discovered ClosingCall.co! And Lincoln Murphy submitted my post.
Here are its first results
Meh
1200 visits in a few… days
Conversion grew by 2%

6. Here’s what I got right (and should always improve)
• I’m sharing my own experience in a relevant way.
We all hate and must do cold-calling. The blog’s product is no magic way to solve that,
it’s a phone system. Our users are facing phone issues all the time: they can directly
apply my advice to their daily work-life.
• I’ve done a lot of research
That brings value to the article (and also, retrolinks)
• I’ve illustrated the article
Designers on my team were not available so, I had to do it myself. Could have been
better.
• I’ve brainstormed / tested the title
Using my fellow content teammates and online tools.
• Earned distribution went smoothly
The article generated new and returning visitors, which is good for a “young” blog. The
topic and content made the article easy to distribute and go viral.
As a consequence, here’s what I consider my main qualities:
I always write content for users, not myself. I focus on quality and know how to use
tools to make the most of my article ideas.

7. Here’s what I missed, and therefore, learned
• SEO was too poor
Aircall’s blog being hosted on Tumblr made it hard to use all SEO techniques available -
besides making sure my H2, H3 (etc) were O.K.
• I didn’t make the article interactive enough
Although I managed to interact with readers and potential users in the comment’s section,
I should have used tools to make it easier to share it / share parts of it.
• I didn’t test my topic enough
It would have been more strategic to improve the angle or the publishing date using
Buzzsumo.
• I could have made it more viral by featuring influencers
Interviews of cold-calling experts would have been perfect to support the arguments.
Maybe I’ll do them and write a white paper out of all that!
• Owned distribution was too weak
The Tumblr was definitely not enough conversion-oriented and we did not gather enough
readers in our community to share the article with.
As a consequence, here’s what I consider my main improvements lately:
I dedicate a lot of time making sure content will show results - before and after
writing, using awesome tools and data analysis. And I learn my lessons.

8. Here’s the article now
http://blog.aircall.io/cold-calling-guide/
New, re-designed
blog, using
Wordpress.
Better sharing add-
ons.
A plugin also tweets
old posts on a regular
basis.
Newsletter opt-in
Twittable quotes
Better CTA
Less crappy URL
Improved SEO using
Yoast
5 months later, the article still accounts for 8% of the blog’s visits and hits a few hundreds visits each week.

9. Here’s what I’d like to learn next
• Master SEO
I’m sure there are 900 things I’m missing with SEO and I’d like to make them all part of
my everyday writing. Also, I’d love to share this knowledge.
• Build an expertise
I’m craving to be more of an expert in topics addressed on Kissmetrics’ blog, use the
raw material offered by Kissmetrics’ available data.
• Be better at A/B testing
Working with small-medium blogs makes it harder to A/B test properly. I’d like to
improve this skill by working on higher volumes.
• Try out new formats
I’m sure there will always be new ways to manipulate copy to create innovative and
appealing content.
As a consequence, here’s what I consider #1 priority:
Be hired by the best, you.

10. Personal settings
Find me:
@VanierRachel
LinkedIn
Quibb
GrowthHackers profile
Reddit profile
Also, I live in Paris, France. Happy to move - yet I have no visa - or
do remote jobs.
Email me at *****
Call me at ****

11. Hope to talk to you soon
Thank you!