Buffer is a software application for the web and mobile, designed to manage accounts in social networks, by providing the means for a user to schedule posts to Twitter, Facebook, Instagram, Instagram Stories, Pinterest, and LinkedIn, as well as analyze their results and engage with their community.

Building a $15MM ARR business in about 7 years is undoubtedly a great achievement.Buffer is said to have launched and grown its business without funding for over a year.It could be surprising to know for many of our readers that most of their success is through organic growth, well-optimized content, and social media strategies. They are one of the companies that used strategic content planning and content marketing as a major tool for their growth in business from scratch.

Let’s find out the content strategy secrets tried and proven by Buffer to build a successful business through organic growth:

Borrow Some Audience through Guest Posts

Buffer’s founders believed in creating the initial traction of the website through already known bloggers with greater reach. Without much advertising expense, they got the initial audience to their website through guest posting.

Guest posts are a great way to get your content seen by a wider audience and help you build brand awareness. You can quickly increase your traffic and audience size by borrowing an audience from other bloggers. Not only will this help you grow your website and business, but it can also allow you to network with other bloggers and learn from their best practices.

Research on a topic from a variety of sources

Rather than creating every piece of content from scratch, Buffer used what’s already been published to help them stay ahead of the curve. They use the available research on a particular topic and provide the best available information on the said topic in one place, creating great value for the readers.

If you want to create value for your readers, rather than build everything from scratch, you can do your research on the content that’s already been published. This means finding and citing sources, fact-checking your information, and making sure that your content is well-written and accurate. Doing so will help you create content that’s both informative and valuable, which will likely result in higher traffic and more followers. Using a platform like WriterX, you can get easy access to SEO-optimized content for your blogs that ensures a higher reach compared to your competitors.

Repurposing Content to Utilize it for Maximum Efficiency

Buffer understands that reusing content can help you get more out of every piece of content you create, by repurposing it for different uses and channels. They prepare a piece of content and repurpose it for various channels ensuring maximum benefit from it.

One of the most effective ways to get more out of your content is to look for new and emerging platforms where you can share your content and put it into different formats to maximize effectiveness. For example, you might post a blog article on your website, but make a video version for social media. Or, you could create a whitepaper and share it on LinkedIn, or a carousel for Instagram. By using different formats and platforms, you can reach a wider audience and increase the chances that people will take action from your content.

Focusing and Investing in Social Media Promotion

Buffer very well understands the opportunity and huge potential social media presents to this social media-driven generation and uses it to their advantage.

As businesses continue to evolve, so do their marketing strategies. Advance social media promotion can help build an audience and drive traffic to your website or blog. By engaging with potential customers on platforms like Facebook, Twitter, and LinkedIn, you can create a more engaged customer base that will be more likely to recommend your products and services to friends and family. With the right tools and techniques, you can accomplish great things on social media!

Pro tip: WriterX helps you write the most engaging social media content, bios, and captions in just a click.

Transparency and Authenticity in the Content

Buffer finds it important to tell authentic stories—even about themselves. By doing this, customers can connect with the brand on a more personal level and feel as if they are part of the story. This way, businesses can create a loyal following that is more likely to refer friends and family. It is a policy in Buffer to share all information about their business with anyone who wants to read it.

Almost everyone craves content that helps them understand and contextualize their own experiences. By sharing your personal experiences in a relatable way, you encourage others to do the same. There’s a lot you can share without sounding self-promotional.

Using tools like WriterX can help you frame authentic well framed content specific to your audience and niche.


Organic content marketing is an essential part of the growth of Buffer. It helped them connect with customers on a personal level, build trust and loyalty, and helped promote the company’s message to a larger audience. By creating quality content, Buffer helped its business grow and thrive.

As a business owner, you know that content is important. But what is even more important is the quality of that content. Without great content, your business will struggle to reach new customers and grow organically. So, make sure to create high-quality content that resonates with your audience and shares valuable information that will help them solve their problems. Use tools and platforms like WriterX to create content that is engaging and ensures that your followers will continue coming back for more.