Braze Organic Growth Opportunities

This play creates programmatic landing pages that map specific industry verticals to critical lifecycle moments, providing a complete strategic blueprint for each. Each page outlines the industry problem, the recommended orchestration flow, and the specific KPIs to measure success.

Example Keywords

• "fintech user onboarding journey flows"
• "healthcare patient engagement retention strategy"
• "ecommerce winback campaign best practices"
• "qsr mobile app loyalty lifecycle marketing"

Rationale

High-intent buyers often search for solutions tailored to their specific industry and business problem rather than generic software features. By providing these blueprints, Braze can capture non-branded traffic from decision-makers in the evaluation phase.

Topical Authority

Braze already demonstrates authority in the mechanics of engagement (Email, SMS, Canvas); extending this into industry-specific applications leverages their existing reputation for enterprise-grade orchestration.

Internal Data Sources

Utilize customer case studies by vertical, product capability documentation for Canvas and segmentation, and internal industry-specific playbooks to generate differentiated, expert-level content.

Estimated Number of Pages

3,000+ (Covering 30+ industries across 100+ unique lifecycle use cases)

These pages provide deep technical implementation guides for connecting various data tools to a customer engagement platform, focusing on event mapping and data architecture. Unlike simple partner listings, these guides offer concrete schemas and "time-to-value" checklists for engineers and growth marketers.

Example Keywords

• "Snowflake to messaging platform event sync"
• "BigQuery customer data activation architecture"
• "how to send Pendo events to lifecycle messaging"
• "reverse ETL use cases for customer engagement"

Rationale

As companies move toward warehouse-native architectures, they search for technical guidance on how to connect their data stack to their engagement layer. This play targets technical influencers who drive the platform selection process.

Topical Authority

Braze's existing high-ranking pages for API documentation, Web SDKs, and Currents provide the necessary technical credibility to rank for complex integration queries.

Internal Data Sources

Leverage API reference docs, Currents destination schemas, and solution engineering reference architectures to provide accurate, non-generic technical content.

Estimated Number of Pages

1,500+ (Covering 300+ tools with multiple use-case variants for each)

This play builds a massive library of end-to-end customer journey "recipes" that detail the triggers, filters, and channel mixes required for specific marketing goals. Each recipe acts as a spec sheet that marketers can use to build sophisticated flows in an orchestration tool like Canvas.

Example Keywords

• "abandoned cart push notification sequence"
• "trial-to-paid email onboarding flow"
• "subscription renewal reminder logic"
• "post-purchase upsell journey template"

Rationale

Marketers frequently search for proven campaign structures and sequences to solve immediate business needs. Providing these recipes at scale positions Braze as the thought leader in journey orchestration while capturing high-intent "how-to" traffic.

Topical Authority

Braze is synonymous with journey orchestration via their Canvas tool; providing the logic behind these journeys is a natural extension of their core product authority.

Internal Data Sources

Use Braze Learning paths, Forge session transcripts, and internal "winning journey" templates to provide expert-level orchestration logic.

Estimated Number of Pages

15,000+ (Covering thousands of combinations of industries, objectives, and triggers)

These pages define the canonical event and attribute schemas required to run effective lifecycle messaging for different app types and industries. They provide naming conventions, property requirements, and identity resolution rules that are essential for any data-driven marketing implementation.

Example Keywords

• "mobile app event taxonomy for marketplaces"
• "ecommerce event tracking plan template"
• "subscription app user profile attributes"
• "event naming conventions for product growth"

Rationale

Before a team can send a single message, they must instrument their data; this play captures buyers at the very beginning of their implementation or re-platforming journey. It targets the foundational data planning phase where platform requirements are often set.

Topical Authority

Braze's authority in data ingestion (SDKs, APIs, and User Attributes) makes them a trusted source for how data should be structured for engagement.

Internal Data Sources

Utilize internal solution engineering recommended schemas, API object documentation, and SDK integration guides to generate precise data models.

Estimated Number of Pages

20,000+ (Covering 25+ industries with hundreds of event and attribute definitions for each)

This play creates a programmatic catalog of message copy examples and UX patterns across Push, SMS, and Email, categorized by industry and tone. It provides marketers with creative inspiration while grounding the examples in channel-specific constraints and best practices.

Example Keywords

• "push notification copy examples for travel apps"
• "SMS winback message templates"
• "price drop alert email subject lines"
• "onboarding in-app message UX patterns"

Rationale

Creative block is a major pain point for lifecycle marketers; by providing a searchable, scaled library of examples, Braze can capture massive long-tail traffic from users looking for execution-ready ideas. This drives high-volume awareness among the primary users of the platform.

Topical Authority

Braze's deep expertise in multi-channel delivery (Email, SMS, Push, IAM) provides the credibility to define what "good" looks like across every channel.

Internal Data Sources

Leverage internal strategist guidelines, anonymized high-performing campaign patterns, and training content to offer creative yet effective copy examples.

Estimated Number of Pages

30,000+ (Covering a matrix of industries, channels, use cases, and brand tones)

Improvements Summary

Rework the in-app, push, webhooks, and subscription docs to match “definition + setup + troubleshooting” intent near the top of each page, with clearer headings, FAQs, and snippet-friendly step lists. Strengthen hub-and-spoke internal linking so the canonical hub pages rank for category terms while child pages rank for format-specific queries.

Improvements Details

Map target keywords to the right URLs (e.g., “braze in app messaging” to the in-app hub, “braze modal” to the modal page, “braze push primer” to push primer docs, “webhook braze” to webhooks, “subscription groups braze” to email subscriptions) and adjust titles/metas to match “do X in Braze” intent. Add above-the-fold blocks: 2–3 sentence definitions (including acronyms like IAM), “when to use” bullets, a short ordered setup list, and an indexable “common issues” accordion; add code samples, comparison tables, and template artifacts. Create 3–5 concept pages for non-branded queries (e.g., “in-app messaging”, “web push notifications”, “push primer messages”, “webhook examples”, “email subscription groups vs preference centers”) and link them into a clear hub from adjacent high-authority docs (Segments, Liquid, Media Library, Multivariate Testing) with consistent anchor text.

Improvements Rationale

Several branded terms are near page 1 but show low traffic share, suggesting the main blockers are intent match, snippet CTR, and unclear topic architecture rather than domain strength. Adding definition/HowTo formatting, troubleshooting FAQs, and tighter keyword-to-page alignment increases featured snippet/PAA eligibility and reduces cannibalization. Stronger internal linking and new non-branded concept coverage expand page-1 entry points while reinforcing the docs cluster as the primary reference for each topic.