Competing for attention in a category dominated by incumbents
Blueink operates in a highly competitive e-signature market, where legacy platforms like DocuSign set expectations for buyers before they ever land on a website. Prospects arrive informed, comparison-driven, and skeptical — looking for clear answers about compliance, workflows, and differentiation.
For Blueink, content played an important role in meeting buyers earlier in their research process. But publishing more content wasn’t the challenge. Publishing content that accurately reflected the product — and helped buyers understand when Blueink was the right fit — was.
The team needed a way to consistently show up across buyer research moments without pulling product, engineering, or leadership into constant content production.
Challenge
Making content a reliable part of buyer evaluation
By the time prospects encountered Blueink’s content, many were already deep into evaluation. They were comparing platforms, weighing compliance requirements, and looking for clear signals that a tool could fit their workflows.
The team faced a familiar set of constraints:
- Product and engineering teams didn’t have time to contribute to content regularly
- Generic content approaches failed to capture Blueink’s real differentiators
- Competitive topics required precision, not surface-level explanations
- Managing writers and revisions created unnecessary overhead
Typically, the knowledge buyers needed most was scattered across product decisions, internal documentation, and customer conversations. Surfacing that context in a way that supported buyer research was difficult to do consistently, especially without pulling product and engineering teams into the content process.
At the same time, competitive topics left little room for approximation. Content needed to be precise and aligned with how the product actually worked, or it risked creating confusion during evaluation. Managing that level of accuracy through traditional content workflows added friction without clearly supporting pipeline.
Blueink needed a way for content to reliably support buyer decision-making — without becoming another operational burden on the team.
Solution
A low-lift content program grounded in real product understanding
Wordbrew partnered with Blueink to produce content grounded in how the product actually works and how buyers evaluate e-signature platforms.
Rather than starting with generic briefs, Wordbrew worked from Blueink’s existing product documentation, competitive context, and real customer questions. Insight Engineers defined the angle and structure for each piece upfront, ensuring the content aligned with Blueink’s positioning before writing began.
Industry-expert content writers executed against that direction, producing long-form articles, thought leadership pieces, and help center guides designed to support buyer research across key themes in the e-signature space — without requiring heavy review or ongoing involvement from internal teams.
The process allowed Blueink to publish consistently while keeping focus on product and growth.
Content built for modern buyer discovery
Each article addressed real evaluation questions prospects ask when comparing e-signature platforms — from compliance considerations to workflow trade-offs and alternatives.
Because direction was set early, content moved smoothly from idea to live. Drafts didn’t stall in feedback loops, and internal teams weren’t pulled into rewriting or course-correcting. The result was a steady cadence of content that reflected Blueink’s thinking and supported discovery across high-intent research moments.
Over time, this foundation gave Blueink a clearer presence across the topics that matter most to buyers — without increasing internal lift.
Results
A scalable content foundation the team could build on
Partnering with Wordbrew gave Blueink a reliable way to produce content that matched the complexity of the category and the expectations of modern buyers.
The team established:
- A consistent publishing rhythm
- Content that accurately represented the product
- Coverage across competitive and evaluation-driven topics
- Reduced internal involvement per piece
- Rather than treating content as a series of one-off tasks, Blueink put a foundation in place that supports long-term discovery and growth — one they can continue building on as the company scales.
