Software Startup Grows With Niche Content + Freelance Experts

Build user base by marketing high-value, niche content

Rancher Labs gains users by creating very specialized content that solves problems using the reader’s existing technology. Their articles must be written by experts in various applications who also understand Rancher Labs’ software—a difficult combination to find. As a startup, they must also create this high-value content cost-effectively.

Quickly find and engage flexible experts worldwide

The company expanded their talent pool by using Upwork to find specialized, global content professionals. By opening their search worldwide, Rancher Labs increases their chances of finding the right talent, at a rate that’s within budget.

Tens of thousands of users gained at a savings

The content attracted so many targeted users that the company averages 15,000 user application deployments daily. Rancher Labs estimates it would cost 10x them more to create the same level and quantity of content through traditional sources. In short time, they extended their efficiencies gained by expanded talent use to other functions including engineering, sales, and QA.