Introduction
When Scalekit, a platform built to simplify enterprise identity technologies like SCIM and SAML, recognized the need for developer-centric content and a phased approach to distribution, they knew it was time for a strategic shift. With just a few blog posts and several exciting product features on the way, they teamed up with Infrasity to develop a content strategy that would engage developers and increase their presence around B2B customers. The outcome? A thoughtful developer-centric content plan targeted towards B2B SaaS enterprise customers that boosted traffic and helped Scalekit build stronger connections with their engineering and technical community, including Developers, IAM specialists, DevOps engineers, and SREs.
Curious to find out how? Keep reading!
Overview
This case study highlights how Infrasity assisted Scalekit, a platform that simplifies enterprise identity technologies like SCIM and SAML, and strengthened its content strategy to reach wider B2B SaaS Customers. Scalekit recognized the need to produce more engaging, high-quality, deep technical content to increase its visibility and differentiate itself in a competitive identity management space facing tough competition from giants like WorkOS, Frontegg, Descope, and Okta. Scalekit partnered with Infrasity to create highly targeted content that addressed the specific needs of Developers, SREs, security engineers, and IAM Specialists, enabling Scalekit to establish itself as a trusted solution provider in the authentication and identity management space.
Over the course of 9 months, this collaboration resulted in highly specialized tech content designed specifically for SaaS engineering teams, including Developers, IAM Specialists, and others like system administrators. The content addressed their technical needs and challenges, focusing on topics like SAML vs LDAP, JWT authentication, Google OAuth, identity management, and social login. This approach led to an 8x increase in website traffic. Furthermore, more than 470 targeted keywords ranked in the top search engine rankings, significantly boosting Scalekit’s visibility and positioning it ahead of its competitors.
Engagement Milestones That Made a Difference
Soon, Infrasity became a trusted content partner for Scalekit, an early-stage identity startup simplifying enterprise identity technologies like SCIM, SAML, and Social Logins that enable Single Sign-on and simplify the Sign-in process for users. They wanted to educate and inform Developers and other target groups, such as SREs, about their products in a more informed and solution-oriented manner, like how they can integrate Scalekit’s SDK and implement authentication and authorization without complex code changes. Going to the next level with an expert who can create tech content in the form of developer-focused blogs that clearly explain the features and benefits of their technology.
While Scalekit was actively writing & publishing content on its website, its early content strategy primarily focused on general enterprise identity topics, such as 'Scaling Your SaaS to Enterprise – What Does It Take?' and 'The Strategic Role of Authentication in B2B SaaS Applications'. While these articles provided valuable industry insights, the content approach wasn’t structured to cover the full customer journey, from awareness to decision-making.
After analyzing competitor strategies, Scalekit recognized the need for a more targeted content structure. Competitors like WorkOS had built strong visibility by balancing educational content (e.g., 'Device Fingerprinting and How It Works') with deeper technical explainers and integration guides. This approach helped them engage a wider audience, from early-stage researchers to decision-makers evaluating authentication providers.
To strengthen its positioning, Scalekit partnered with Infrasity to develop a well-rounded content strategy that catered to different audience segments. This included:
- Broad industry explainers (TOFU) to attract readers learning about authentication and identity management, like Comparing Social Login Providers, Understanding JSON Web Tokens, Understanding SAML vs. LDAP, etc.
- Technical deep dives and comparisons (MOFU) to educate developers and engineering teams like Understanding Directory Sync Protocols, Automate User Provisioning with the SCIM Protocol, Things B2B SaaS Companies Need to Know About Identity Provider.
- Implementation-focused content (BOFU) to support decision-makers evaluating Scalekit’s solutions.
By expanding its content mix and aligning it with audience intent, Scalekit saw increased engagement, improved search visibility, and stronger positioning in the enterprise identity space.
Our collaboration began with creating in-depth technical content aimed at decision-makers and developers within enterprise engineering teams. Instead of traditional blog posts, we shifted towards developing technical content that explained the features of the products with insights from our developer-writers. The tech content was designed to explain SCIM and SAML, along with hands-on solutions to resolving complex problems like auto-provisioning and deprovisioning, Single-Sign-On, etc.
The tech content was developed with a clear goal, which is to improve Scalekit’s visibility in the highly competitive enterprise identity space, drive targeted traffic, and establish the brand as a trusted, knowledgeable partner for enterprise identity solutions.
As we progressed, we noticed steady growth in engagement and web traffic. The targeted content strategy paid off, positioning Scalekit as a trusted authority in enterprise identity solutions and helping it attract the right B2B audience. By delivering in-depth, value-driven tech content that addressed the specific needs of engineering teams and decision-makers, Scalekit strengthened its presence in a competitive SaaS market, differentiating itself as a go-to solution for identity management.
Our partnership with Scalekit produced deep technical content with measurable results and clear improvements across multiple key areas like Social Login, XPath Validation, LDAP, B2B Identity Providers, and many more.
Here’s a look at how the content strategy impacted their business:
- Traffic Growth: Over the course of 9 months, Scalekit saw an 8x increase in organic traffic, driven by the consistent release of targeted blog posts.
- SEO Success: 470+ targeted keywords ranked in the top 50 positions and 35+ keywords in the top 10 positions on search engine results pages, significantly boosting Scalekit’s visibility.
- Content Output: During the collaboration, 22 blog posts were published, covering topics that ranged from feature highlights to industry insights, keeping Scalekit’s audience engaged.
- Audience Growth: The number of new visitors to Scalekit’s blog increased from 64 visitors to 594 visitors in 9 months, demonstrating the effectiveness of the content strategy.
Action Plan for Achieving Scalekit’s Goals
When we first partnered with Scalekit, our primary goal was to address several crucial areas that would lay the groundwork for their long-term success. This included developing a comprehensive content strategy focused on SCIM, SSO, and Social login integration to showcase Scalekit’s flexibility and scalability for enterprise deployments. We also worked on optimizing search engine visibility by targeting key phrases related to identity management, security protocols, and seamless authentication solutions.
We focused on simplifying Scalekit’s features through our tech content and highlighted its easy integration through pre-built connectors and customizable workflows. We also emphasized its real-time synchronization capabilities that streamline the authentication process. Furthermore, we positioned Scalekit effectively in the competitive market by showcasing how it addressed key industry needs, such as improving security, enhancing user access, and ensuring compliance with data privacy standards like SOC2 and ISO 27001.
Building a content strategy that drives results for B2B SaaS startups: We worked closely with Scalekit to create a content calendar, ensuring a steady flow of blogs covering technical topics to reach a wider audience.
Optimizing for SEO: We tailored each piece of content to rank well in search engines, helping Scalekit attract more traffic and visibility online.
Simplifying complex features: We focused on explaining Scalekit's core features, like SCIM and SAML support, in a way that was easy to understand for both technical and non-technical readers.
Hence, the association between Scalekit and Infrasity began to strengthen as we partnered to enhance Scalekit’s online presence. This allowed Scalekit's internal team to focus on what they do best, that is to strengthen their platform while leaving the content creation to experts who could help them establish a strong online presence and connect with their developer audience.
Building a Content Strategy That Drives Results for B2B SaaS Startups
To ensure Scalekit's content strategy was effective, we created a structured plan that combined technical depth with broad industry appeal. From detailed guides for experienced developers to insights for newcomers, the content was designed to engage a diverse audience. By highlighting Scalekit’s unique features and analyzing competitors, we created a strategy that resonated with readers and maximized visibility through SEO.
A key part of this process was Scalekit’s Content Calendar, which provided both Scalekit and Infrasity with a clear roadmap of what would be published in the following month. This visibility was crucial in aligning efforts, ensuring we covered the right topics, and maintaining a steady publishing cadence.
We prioritized content based on business goals and product timelines, ensuring that higher-priority content, such as blogs related to new product launches or key feature updates, was published first. For example, implementation-focused blogs like 'Implement Secure User Authentication Using Google Sign-In' are aligned with key product updates, helping developers integrate Scalekit’s solutions seamlessly. Meanwhile, foundational explainers like 'Understanding SAML vs. LDAP: Which Is Right for You?' helped improve search visibility and educate potential users at earlier stages of the funnel.
- Key focus areas (e.g., authentication, identity management, SCIM, SAML, OAuth)
- Priority-based scheduling, ensuring product-aligned content was published first
- Target keywords to optimize for SEO and increase visibility
- Content status updates to track progress and maintain consistency
Additionally, we closely analyzed competitor strategies to ensure Scalekit’s content was positioned effectively. By combining a well-defined content roadmap with a clear prioritization strategy, we ensured that Scalekit’s blogs not only provided value to their audience but also strengthened their search rankings and industry presence.
Understanding Audience Needs
Infrasity’s approach was built around understanding Scalekit’s audience and delivering content that truly resonated with them. We focused on four key areas:
- Insights from Competitors: Scalekit shared what their competitors were covering, and we used that knowledge to create content that featured similar topics along with highlighting what set Scalekit apart in the market.
- SEO-Focused Writing: Every blog was carefully crafted with search engine optimization in mind, targeting specific keywords to increase Scalekit’s online visibility and attract more organic traffic.
- Simplifying Complex Features: We took complex topics like SCIM and SAML support and broke them down into easy-to-understand examples, making it simple for developers to see how they could apply Scalekit’s features in their organizations or products without major code changes.
How We Created Developer-Focused Content
Infrasity’s goal was to create content that clearly explained features like organization-specific auth, self-serve admin portal, automatic user activation and deactivation, single integration with multiple logins, etc., making them relevant and accessible for developers. We took a hands-on approach to the product, reaching out directly to the Scalekit team and then planning & developing each piece of informative and engaging content.
Here’s a look at how we approached creating content that developers could connect with:
1. Research and Planning
Our first step was to dive deep into Scalekit’s existing documentation, study its competitors, and understand industry trends. This helped us figure out which topics were most relevant to their audience and which keywords we should target. From there, we assisted in creating a content calendar to keep the blog posts flowing consistently.
2. Feature Exploration
A dedicated developer from Infrasity does a hands-on on using Scalekit’s platform to understand its core features, such as low-code integration, self-serve admin portal, org-specific auth, etc. It helped in understanding the features in a way that felt both accurate and useful to readers, rather than just technical jargon.
3. Detailed Outlining
For each piece of content, we created a clear outline to ensure the message stayed focused and easy to follow. We identified the problem and then showed how Scalekit solved it with real examples. We also ensured to include focus and long-tail keywords. This approach kept the content organized, engaging, and easy to find. This also helped in logically structuring the content, starting with the problem, explaining how Scalekit solved it, and providing concrete examples.
4. Writing and Optimization
Our writing process emphasized clear storytelling. We started each post by introducing a real-world scenario that made the topic relatable. Then, we explained the technical aspects of Scalekit’s platform while ensuring the content was engaging and easy to understand. Each blog post was optimized to hit the SEO score of 70 or higher, ensuring Scalekit’s content was easy to find on search engines.
5. Review and Feedback
Scalekit’s team was closely involved in reviewing drafts throughout the process. Their feedback helped us refine the content so that it perfectly aligned with their goals and messaging. In addition to their inputs, we ran plagiarism checks to maintain originality and performed AI checks to ensure the content was humanized and engaging. We also compiled and tested code snippets to ensure accuracy. This collaboration, along with quality control measures, was crucial in ensuring the final content met Scalekit’s standards.
Outcome that positioned Scalekit as a Leader
Working with Infrasity brought clear, positive results for Scalekit. They now have a steady stream of blog posts that cover technical details keeping their audience engaged and informed. This regular flow of content helped improve their search engine ranking, with every blog hitting the SEO target and driving more organic traffic to their website.
We also took complex features like SCIM and SAML and broke them down into simple, easy-to-understand explanations, which helped attract a wider range of readers, including developers and those new to the tech. By writing about topics their competitors were covering, Scalekit was able to highlight what makes them unique and stand out in the B2B enterprise space. All of these efforts helped Scalekit build a stronger online presence and position itself as a leader in their space.
Outcome That Positioned Scalekit as a Leader
Working with Infrasity brought clear, positive results for Scalekit. They now have a steady stream of blog posts that cover technical details, keeping their audience engaged and informed. This regular flow of content helped improve their search engine ranking, with every blog hitting the SEO target and driving more organic traffic to their website.
We also took complex features like SCIM and SAML and broke them down into simple, easy-to-understand explanations, which helped attract a wider range of readers, including developers and those new to the tech. By writing about topics their competitors were covering, Scalekit was able to highlight what makes them unique and stand out in the B2B enterprise space. All of these efforts helped Scalekit build a stronger online presence and position itself as a leader in their space.
Building on Success: The Next Phase
Looking ahead, Scalekit is committed to significantly expanding its content production to drive even greater engagement and value for its developer audience.
Doubling Blog Output: They aim to double the number of blogs published per month, and to streamline the process, they plan to reduce the review cycle, with only one team member reviewing each post.
Scaling Content Production: Infrasity will continue to refine the process so that Scalekit can maintain a steady flow of high-quality content while scaling up production.
Exploring New Content Targets: Scalekit plans to experiment with new content targets covering all TOFU, MOFU, and BOFU, and deep dives to engage their audience in fresh and creative ways.
Through these efforts, Scalekit is set to strengthen its position with secure, customizable authentication solutions that enable quick enterprise-level deployments, bypassing lengthy development cycles. Infrasity will continue to partner with Scalekit to help them grow their content strategy, ensuring that they stay ahead in a competitive market and reach a wider developer audience.
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