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Partnering in 0 to 1 Organic Growth Journey for Middleware

Middleware is an AI-based cloud observability platform. It allows development and operations teams to debug the issue faster by bringing all the metrics, logs, traces, and events to a single unified timeline.

200+

Articles written

59

Domain rating

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Overview

Headquartered in San Francisco, Middleware is an AI-based cloud observability platform. It allows development and operations teams to debug the issue faster by bringing all the metrics, logs, traces, and events to a single unified timeline.

Middleware also trains data for AI, so it can provide better insight into infrastructure and application.

Founded by engineers from Splunk, Segment, Newrelic, Databricks, and Acquire, Middleware got into YCombinator in 2023 and continues to stand out as one of the fastest-growing companies in this industry.

Problem

1

Building Quality Content in Observability Space

Middleware targets developers and tech professionals - a niche where anything with subpar quality wouldn't work. The mandate was clear, they needed writers who could understand the product and persona to drive traffic that converts.

2

Building Organic Search as a Traction Channel

We started working with the Middleware team on Day 0 of growth planning. The marketing team knew that content is key and wanted a team who was up for experimentation across the journey.

Solution

1

Middleware's marketing team had a thorough understanding of the product and the space. Cloud Observability is a new concept for most writers, and we started working with them to build guidelines that would help any writer get up to speed faster.

2

We divided the content into two key objectives:

  • ToFu Content: To drive awareness and traffic on high-search keywords.
  • MoFu Content: To focus on product-related content that would drive more leads.

3

Over a span of a few months, the total number of users grew from 2000 to ~50,000.

4

Along the journey, we experimented with multiple content formats, which included listicles and product comparisons.

5

Along the journey, we experimented with multiple content formats, which included listicles and product comparisons.

6

The quality of the product and the problem that the Middleware team is solving got them into YCombinator in Winter Batch 2023.

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