Goal
Helpful content at scale for an underserved audience
A true early mover, Discern is the only software tool to modernize business entity management. Not only do no other tools exist for Discern's customer, co-founder Mike Bosserman found there was hardly any information online to help them at all.
Existing content was limited to government websites and low-quality marketing content designed to drive traffic, not help readers. Discern's audience searches for important questions, like "how do franchise taxes work in Delaware?" or "how do I register a business in California?
Accuracy matters for these business queries–but good answers simply weren't available. Mike believed Discern could fill that gap. His vision was to target hundreds of these relevant queries with content focused on helping readers, not aggressively driving traffic conversions.
Of course we want to drive traffic. But if you're focused on providing high-quality information that solves real peoples' problems, that's where content really shines." — Mike Bosserman
Plan
Accuracy, quantity, and quality, enabled by AI
Content would be a way for Discern to get in front of as many potential customers as possible, building trust without a hard sell. But scale would be a challenge. "My priorities were accuracy and quantity, and that's a tricky balance," Mike explains.
Before connecting with GrowthX, Mike was writing the content himself, but he knew that wasn't sustainable. Discern needed accurate, helpful content at scale – a perfect fit for programmatic SEO (pSEO), and GrowthX's human-guided, AI-powered content workflows.
I was surprised by the accuracy and how quickly GrowthX got up to speed. Our workflow has fact-checking built in, so I haven't had to do as much proofreading as I expected." — Mike Bosserman
Solution
AI-powered, human-guided content workflows
In his former position at TransferWise, Mike had seen a pSEO program ship thousands of useful articles and dramatically raise the company's profile. When the colleague who'd built that program recommended GrowthX, Mike listened.
GrowthX's AI-powered, human-guided workflows handle most of the article production workflow. GrowthX's human team carefully edits each story, and Mike reviews all content for accuracy before it goes live. This makes it feasible to publish at scale — there's no need to choose between speed, volume, and the quality Discern's readers deserve.
GrowthX is like an extension of the team. And like anyone else on my team, I don't need to monitor their work. I look over it after the fact, but it always looks great." — Mike Bosserman
Results
Helping readers pays off in pipeline and traffic
Going into the partnership, Mike was playing a long game. Even so, he saw quick results. In eight months, Discern has seen:
• 6x increase in website traffic
• $270k in added pipeline
• 3x increase in leads from organic content
Today, Discern has published over 757 high-ranking posts, compared to just 10 before they started working with GrowthX. In AI search, they're more visible than legacy incumbents with 100-year histories. Prospects regularly mention the content in sales calls.
Turns out Mike's guess was right: helping readers at scale really is a good path to growth.
Every time you add a channel, you don't want it to take too much of your time. At GrowthX, there's a lot of people working on our account and they're doing an exceptional job. I can spend time on other things, and I expect the returns to compound over time." — Mike Bosserman
