How In-Market Content Production Helped Asana Strengthen Its Global Footprint

Introduction

Asana is a global work management platform that helps teams organize, track, and manage projects more effectively. As demand for collaborative tools surged worldwide—driven in part by the rise of remote and distributed work—international markets became a major opportunity for Asana’s next stage of growth. 

Challenge

To succeed in high-potential regions, Asana needed a model that could increase visits, conversions, and overall brand visibility across multiple markets. Simple content localisation wouldn’t be enough. The brand required in-market content that reflected local search behavior, industry focus, and user expectations. 

Asana also needed a flexible approach—one that could scale up or down quickly based on shifting priorities, without increasing internal headcount or slowing down execution. 

Solution

We built a virtual multilingual content team for Asana, designed to function as an extension of the company’s organic growth team. Each target market had a dedicated project manager and content strategist. This setup allowed Asana to remain focused on strategy while we handled day-to-day execution, scaling resources according to market needs. 

Key elements of the collaboration included: 

Strategic Content Gap Analysis.
We carried out regular, in-depth analyses to identify keyword opportunities, review competitor rankings, and highlight areas where existing content could perform better. 

Market-Specific Content Development.
Our content teams created material tailored to each market’s landscape—for example, emphasizing manufacturing use cases in Germany or focusing on technology and product-led growth in the U.S. This helped Asana’s messaging resonate more effectively with local audiences. 

Conversion Rate Optimization and Reporting.
We supported CRO initiatives such as CTA testing, landing-page enhancements, and user-flow improvements. Monthly reporting ensured stakeholders had clear visibility into performance and could make informed decisions quickly. 

Experience Enhancements.
We improved onboarding elements such as welcome emails and homepage updates, helping new users understand the platform more quickly and encouraging deeper engagement. 

Brand Consistency and Control.
All content was reviewed for brand alignment, and the dedicated writer model allowed Asana to prioritize work in real time. This reduced friction, accelerated publishing timelines, and maintained consistency across markets. 

Results

The collaboration delivered strong and measurable impact across key markets: 

Quick Wins

Traffic increased within the first five months of the engagement: 

  • Germany: +30% 
  • Japan: +59% 
  • France: +37% 
  • Spain: +21% 

Long-Term Improvements

As efforts deepened, conversions grew substantially over the next 12 months: 

  • Germany: +209% 
  • Japan: +92% 
  • France: +110% 
  • Spain: +168% 

Introducing a dedicated writer for the U.S. market in early 2023 also led to an average 20% monthly increase in conversions. 

Continuous Development

The team now supports additional internal groups at Asana, contributing to content initiatives beyond SEO and exploring expansion into new markets as part of Asana’s broader global strategy. 

 

 

Testimonial: 

“Key Content’s expertise in delivering large-scale projects has proven invaluable to our international growth. We highly recommend their services to anyone in need of a reliable partner who can deliver outstanding results, even under demanding time constraints.” 

  • Enrique Santamaría, Organic Growth Lead, Asana