Keka is one of India's leading HR and payroll platforms. It is used by 12,500+ organizations. Hiring, onboarding, attendance, performance, and payroll all run in one system.
The category is crowded. Legacy suites and newer SaaS players compete hard. That makes narrative and content a real growth lever, not a nice to have. Keka is scaling fast, with ₹78 Cr in revenue in FY24.
I am the Director of Content and Brand. I own the full funnel. That covers positioning, narrative, content creation, publication, and distribution. My team and I run all of it.
The brief was clear. Turn content into Keka's largest and most efficient revenue engine. Build authority that HR and C-suite leaders trust. Create demand that compounds without a matching rise in ad spend.
In practice, that meant four connected motions. SEO and AIO. Thought leadership. Brand and integrated campaigns. Product marketing. Each one is below, results first.
We built a topical authority engine. Topical maps cover HR, payroll, and compliance. High-intent money pages sit at the core. Listicle and alternatives pages catch buyers mid-research. An AIO layer pushes the same content into AI answers. We scaled output with an in-house SEO agent on Gumloop and programmatic SEO. The agent cut production time by about 70%.
Organic is the only channel that compounds. It meets the buyer at the moment of intent. The cost per lead falls as the library grows. Owning AI answers protects that lead as search shifts to LLMs.
We published data-backed research and made it the category reference. The New Age of Work drew on 8,725 HR and C-suite leaders. The Salary Benchmarking report, built with SHRM, used 1.84 lakh data points. We also shipped original frameworks — the HRMS Maturity Model and a Maslow-based pulse survey both double as lead magnets.
Enterprise buyers do not convert on feature pages. They convert on credibility. Proprietary data earns the C-suite's attention. It gives sales a reason to open the conversation at the top.
We built Keka Katalyst as a year-round community and event series. It was programmed for HR leaders, not for the product. That turned the audience into evangelists.
Communities are the one asset competitors cannot buy with ad budget. They create belonging and repeat exposure. That feeds every other channel.
We ran a full video program — product films, awareness videos, creator-style content, and Shorts. Every format was built to be shared.
Video is the most shareable format in B2B. It builds familiarity fast. A brand people recognise converts cheaper everywhere downstream.
We produced a library of customer films. We placed them where buyers decide — sales decks, landing pages, and outbound all use them.
We built buyer-persona decks and product sales decks. We mapped user-journey touchpoints. We wrote ready-to-use outbound templates for email, WhatsApp, and LinkedIn — each personalised by segment. One flagship campaign hit a 13% response rate.
We built high-intent solution pages that double as SEO landing pages and as sales reference. payroll-software is the flagship — it sits at SERP #4 and converts at about 150 SALs a month.
