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July 11, 2025
Content Strategy
Content Production
Business Impact
Thought Leadership
Marketing Ops

How Fountain's Content Strategy Accelerated Their Go-To-Market

#
Case Studies
#
HR / HRtech
Stewart
Hillhouse
VP of Content
@ storyarb

Specific Goal/Challenge

After 10 years in the market, Fountain faced an existential crisis: they were stuck being known as "just an applicant tracking system." The company needed to transform into a Enterprise workforce management platform while launching four new products simultaneously.

They needed to:

  • Transform from a boring necessity into a platform companies were thrilled to have
  • Launch four products at once without diluting the message
  • Target Enterprise companies making 10,000+ hires annually with a lean team
  • Build a brand that resonated emotionally in a space known for being corporate
  • Execute at breakneck speed — they had weeks, not months, to pull this off
    ‍

The Thesis

Instead of the spray-and-pray approach across every marketing channel imaginable, Fountain bet big on content as their growth engine. Their thesis? While launches create momentary sparks, a strategically optimized website would be the 24/7 sales machine driving lasting growth. Content was the foundation that would power everything from lead generation to sales enablement.

Think less "let's be everywhere" and more "let's be everywhere that matters."

‍

The Process

①   Website Architecture That Actually Converts
  • Complete relaunch in just three weeks after starting with storyarb
  • Restructured site to reflect Enterprise-level positioning while launching 4 products
  • Created dedicated landing pages for each vertical (healthcare, retail, logistics)
  • Built conversion-focused user journeys based on company size and industry
  • Implemented A/B testing for key conversion points
  • Created dynamic content paths that adapted to visitor behavior in real-time

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②  Multi-Channel Content Machine
  • Developed LinkedIn content calendar with strategic themes mapped to ICP pain points
  • Created content multiplication framework where one longform piece of cotent was turned into five derivative pieces for LinkedIn and email
  • Built cross-channel amplification ensuring connective tissue across touchpoints
  • Developed content repurposing playbook to maximize every investment

‍

③   Executive Thought Leadership Launchpad
  • Transformed Hope Weatherford from internal HR leader to a trusted voice on LinkedIn
  • Her posts exploded to 50,000+ impressions (a 10x increase from her typical reach)
  • Generated direct business impact: speaking opportunities, partnerships, and inbound prospects
  • Built executive social presence that humanized the brand during critical transformation

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The Results

Within 100 days, Fountain saw the content engine working:

  • Form fills to leads increased 300% (website relaunch magic)
  • Sales-qualified leads jumped 40%
  • Closing enterprise deals they weren’t able to before
  • Contract values exploded from $30-60k to $1M+
  • Featured in Gartner twice (first time ever) and honorable mention in Magic Quadrant
  • Competitors copying their taglines at industry events (seriously)
  • Featured in Fortune, massive increase in PR mentions at no cost to Fountain

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Key Learnings

The Fountain transformation revealed four nuanced insights for B2B Enterprise content:

①   Content Powers Enterprise Transformation

Enterprise buyers follow a distinct journey that generic content can't address. Early-stage buyers need thought leadership for credibility. Mid-stage evaluators require technical insights. Late-stage decision-makers demand ROI analysis and case studies. By mapping content to each stage and tracking pipeline influence (not just pageviews), Fountain's website evolved from static brochure to dynamic sales enablement tool. Content became the backbone of their entire go-to-market strategy.

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②   Integration Creates Compound Effects

The magic happened when channels stopped living in silos. LinkedIn posts led organically to newsletter signups. Newsletter readers became event attendees. Event stories powered social content. This flywheel effect, powered by their multiplication framework, created consistent narrative across all touchpoints. Each executive interview became a blog post, three social posts, sales deck content, and email nurture material. That's working smarter, not harder.

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③   Systems Enable Rapid Scale

For Fountain's scrappy team, process was everything. storyarb built clear content briefs aligned to business objectives, created templated workflows for different content types, and maintained a detailed editorial calendar that actually got followed. This systematic approach turned potential chaos into a well-oiled content machine. Boring? Maybe. Effective? Absolutely.

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④    Executive Voices Amplify Everything

Hope Weatherford's thought leadership proved that LinkedIn can drive bottom line results in many ways. At HR tech events, people approached saying "I've heard about you." VCs they'd never pitched were recommending Fountain to portfolio companies. The lesson? When executives share authentic stories, it doesn't just build brand — it builds business. Deploy your executives wisely, and watch doors open that content alone can't touch.

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