Content Team Lead @ Minuttia on the Toggl Engagement
Nikola Djordjevic
The company
Toggl represents a suite of productivity tools aimed at helping individuals track their time, manage projects, and streamline workflows. As of 2024, it offers four products: Toggl Track, Toggl Plan, Toggl Hire, and newly launched Toggl Work. Toggl Track and Toggl Plan were the products in focus for this engagement. Toggl Track is a time tracking app that allows users to monitor how they spend their time across tasks and projects. Toggl Plan is a project management tool focused on visual planning and team collaboration.
Over the course of 15 months, our content strategy and consistent content production brought in over 7M impressions for Toggl Track and Toggl Plan. The strategy consisted of creating human-crafted content targeting mostly bottom-of-the-funnel type keywords and several different market segments. Our team closely coordinated with the Toggl in-house team to make sure that the strategy aligned with their business goals and that both the new content pieces and content updates met all the requirements and quality standards. This structured approach and transparent collaboration resulted in increased content production, improved traffic, and positive feedback, ultimately supporting Toggl’s growth and revenue goals.
In 2021, Toggl’s previously independent marketing teams for Toggl Track and Toggl Plan were merged to improve coordination, creating a lean team with increased responsibilities.
Toggl’s marketing relied heavily on freelancers, but managing hiring, onboarding, content calendars, feedback, and revisions became an overwhelming task.
The team also needed help creating high-quality visuals and infographics for blog content.
Prior to 2020, three Toggl products – Toggl Track, Toggl Plan, and Toggl Hire – each operated with separate websites and independent marketing and development teams. In May 2020, they were combined under the same toggl.com domain.
In December 2021, it was decided that the marketing teams for Toggl Track and Toggl Plan would be merged into one team.
This presented a new problem for the company: managing freelancers.
Here is what Jitesh Patil, Toggl’s SEO & Content Specialist, had to say about it:
It was getting really difficult to manage freelancers. Everything from hiring freelancers, to onboarding them, to managing their content calendars, and then editorials, and then giving them feedback, getting corrections done. All of that was quite a bit of work for such a small team.
Aside from the logistics of working with freelancers, the Toggl marketing team also had challenges with creating visual assets for their blogs, such as infographics.
“We were not that great with creating infographics and images. So we were looking for an agency which could handle the workload of our content calendar. And that’s where we started looking for an agency,” Jitesh told us.
After the initial qualification calls and finalizing our agreements, Toggl and Minuttia started their collaboration on April 1st, 2023.
Developed a structured, end-to-end content production process tailored to Toggl’s needs.
Targeted high-intent keywords to drive traffic and conversions for Toggl’s products.
Aligned content with Toggl’s brand guidelines and tone to maintain consistency and quality.
Implemented a triple-layer review to ensure editorial quality, language precision, and technical accuracy on complex topics.
Designed custom graphics for each content piece to enhance visual appeal and support Toggl’s messaging.
Provided a dedicated project manager to oversee Toggl’s content calendar and ensure consistent communication.
To address Toggl’s needs, we developed a highly structured content production process.
This streamlined content creation consisted of several steps from start to finish:
Keyword research: While Toggl provided a general topic or theme, Minuttia uncovered high-intent, relevant keywords to target around those topics.
Brief creation: Our SEO team created a brief for each article, defining the structure, target audience, and essential details required to align the piece with Toggl’s brand guidelines and tone.
Content creation: Experienced content writers crafted content for each brief, focusing on providing value and uniqueness to the content.
Triple-layered review process: To guarantee accuracy, tone and clarity, each content piece went through no less than three layers of review: an editorial review, a proofreading by a native language expert, and a technical review by a project management expert to validate the accuracy of complex topics.
Custom graphics creation: For each content piece, Minuttia’s design team created custom graphics, including infographics, to complement and enhance the written content.
Here is what Jitesh said about our process:
A big part of our process (in general) is being proactive.
At Minuttia, we pay close attention to anticipating our clients’ needs, adapting quickly to their feedback, and continuously optimizing our approach, which Jitesh talked about as well:
I was also very happy with the way the team accepted the feedback and suggested their own findings as well. And in fact, (they) corrected us a couple of times where we could have made big mistakes.
With a total of 88 new content pieces and 3 content updates, Toggl noticed a significant increase in traffic to their website, as well as the number of conversions – completed sign ups – to their product.
Here are a few excerpts from the comprehensive Impact Report that we prepare for each of our clients:
This shows the total number of clicks on the content pieces vs. the total number of impressions.
According to the Report, which draws data from the client’s GA4, our content production efforts contributed to over 800 completed signups to Toggl.
While these numbers may not be the most reliable due to GA4 setups, it still points to a noticeable increase in signups.
The best performing pages were best [product type] and [product] alternatives pages, but also a special type of best [product type] pages – best [product type] for [specific industry].
We saw great results achieved through target keywords such as:
best time tracking apps for consultants
best time tracking software lawyers attorneys
best time tracking software for architects
best time tracking app for contractors
I think one of the biggest advantages with the engagement that I have seen personally, is the amount of content that we have been able to create because of working with Minuttia. That has allowed us to increase both the depth and the breadth of our content that we have on our website, which has also resulted in increased traffic.
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Posted Jul 15, 2025
Led a team of writers, created a content quality checklist.
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Timeline
Apr 1, 2023 - Jul 1, 2024
Clients
Toggl
