Case study: Maze

The challenge

“As Maze continues to scale in a fast-moving SEO and AEO space, we’ve had to stay ahead of constant change. That has meant being intentional about our content and protecting the quality we established in the early stages of our organic growth.”

— Louise Jones, Senior Brand Manager at Maze

Maze has always recognized the value of high-quality content for customer education and business growth. Ever since we first started ad-hoc work with the Maze team back in 2019, it’s been clear that they prioritize human-first experiences—from the blog to the product.

What started as ad-hoc work quickly turned into a blooming content collaboration. In 2021, Maze wanted to scale its SEO content efforts and create more valuable resources for its community. Recognizing that a specialist content partner could help them move faster and deepen their expertise, they came to us looking for:

• A team experienced with targeting competitive keywords
• A wide mix of TOFU, MOFU, and BOFU content, as well as strategic content when required
• Asset creation alongside articles, such as checklists, templates, and downloadables
• A flexible, agile team and agreement that could adapt to their evolving needs

The solution

Over the last five years, dslx has worked as an extension of Maze’s marketing and content team. What started as two articles a month has evolved into SEO support, seven articles a month, content uploads, social media management (LinkedIn + Instagram), and multiple as-needed projects (including campaign material for the highly anticipated annual Future of User Research report). 

“Partnering with dslx has helped us scale our content operation while maintaining the quality and consistency our audience expects from Maze. They support everything from content briefing and research through to writing, optimization, and content upload, while staying closely aligned with our strategy and brand standards. Their flexibility and ability to act as a true extension of our team has been instrumental as the search and content landscape continues to shift.” 

— Louise Jones, Senior Brand Manager at Maze

We worked closely with the Maze team to establish a clear content production machine—one that takes us from monthly in-house SEO and content planning calls all the way through to uploading the final article to their website. We’re involved in every step of the SEO content creation process and embedded into the tools Maze uses to keep fresh content hitting the website.

Our content creation process:

• Monthly strategy calls with Maze’s in-house content stakeholders to discuss SEO opportunities and how they align with Maze’s roadmap and campaign plans
• Brief development, including key takeaways, search intent, audience focus, funnel stage, and goal of the piece
• SEO article creation that balances educational content with a focus on bringing Maze in where relevant, complete with SME input sourced by dslx
• Feedback from the Maze team and piece-perfecting edits by dslx
• Final upload to the CMS

All while keeping Maze in the loop at every step via clear communications and updates to their internal content tracking tools. 

The results

The results we’ve achieved with Maze highlight the importance of content for brand building and sales success. Let’s start with the basics.

In 2025, Maze SEO content saw:

• 55M+ impressions
• 700K+ clicks
• 500K+ visits

While these numbers are strong, they’re not the strongest achieved during our collaboration with Maze. It’s no secret that it’s a tumultuous time in SEO—especially with the dawn of AEO. Businesses across the board are seeing drops in key metrics like impressions, clicks, and traffic. 

Despite also experiencing these drops, Maze’s organic content is generating more pipeline. And dslx has supported over 80% of the pages identified as most valuable in terms of revenue. 

This solidifies something we’ve long known at dslx. It’s not about creating content and hoping for the best; it’s about creating strategic content that targets the right people. Considering who is reading each article, understanding their pain points and jobs to be done, and strategically highlighting solutions has ensured strong growth during this period of SEO uncertainty.

Working with dslx

It’s not just numerical benefits. It’s the time you get back by trusting dslx to handle your content operations. Here’s what Louise had to say:

“As a senior brand manager, you’re closely connected to tone of voice and brand expression, so handing over writing can feel like a big step. But dslx has understood our TOV from day one.

The team takes the time to understand the product, engage with our team, reference internal materials, and consistently get the details right. It’s a collaborative partnership, and I know our content is in safe hands.”

We don’t just create content at dslx. We provide peace of mind and a team you can trust. 

In 2026, we’re continuing our work with Maze on their SEO content creation and optimization efforts. Alongside this, we’re also collaborating with the team on ad-hoc projects, social media content, and more.

“When I stepped into the role of overseeing Maze's brand and content, I inherited a partnership that was already delivering real value. What has impressed me most is how seamlessly dslx operates as an extension of our team. They combine deep content expertise with a strong understanding of our product, audience, and brand, helping us evolve our approach to SEO and AEO while staying true to what makes Maze distinctive.”

— Louise Jones, Senior Brand Manager at Maze

Our work with Maze goes beyond writing content. We’ve spent years learning the product, the vision, and the brand to deliver work that resonates with readers. And, you know what? The proof is in the pudding!

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