Eventbrite was heavily reliant on agencies for SEO content, leading to bloated costs and inconsistent quality. We needed a more scalable, streamlined way to produce content that aligned with both brand standards and business goals—without compromising on quality or performance.

Halloween and winter holidays are huge seasonal moments for Eventbrite. However, organic content was outdated, and search opportunities were left on the table. These were high-potential topics with solid search volume but outdated information and lackluster performance. We wanted to turn this into a traffic and brand moment.

Following a major algorithm update in late 2023, Eventbrite’s blog saw a noticeable dip in visibility and traffic. Much of the content was outdated, poorly optimized, or structurally misaligned with user needs.

Historically, “SEO content” and “demand generation content” were seen as two separate objectives. SEO content wasn’t being used as a pipeline-driving tool—just as a traffic play. I wanted to show how high-intent, helpful content could capture leads.

With a backlog of 1,200+ legacy posts that needed refreshes, we needed to scale production without adding headcount or sacrificing quality.