Rock Content
Diego Gomez built Rock Content to address the complex challenges of content marketing at scale. Starting with services and marketplace offerings before layering in SaaS, the company evolved organically into a full suite targeting enterprise customers.
Rock Content began with professional services and a marketplace (freelance creators), introducing SaaS components gradually. This allowed them to validate the market without heavy upfront investment and use services as an R&D laboratory for product development.
The company started by serving small businesses (60% of revenue in January 2018) but strategically shifted upmarket. By January 2020, only 20% of revenue came from small businesses. COVID accelerated this transition, pushing small business churn while enterprise customers increasingly adopted the platform. They now have 2,000+ paying customers with an average contract value of $20,000 annually.
The shift to enterprise proved transformative. They built two separate sales teams: a "velocity team" for SMB/mid-market and a "solution sales team" for enterprise, now the fastest-growing segment. By acquiring Scribble Live (which had $8M in revenue from interactive content and marketplace products), they instantly added scale and products. The CAC payback is 3-4 months on a blended global basis, with 70% of contracts paid upfront. Professional services (10% of revenue) remain valuable not as a drag but as both retention lever and product development tool. Their net revenue retention hit 100%+ for the first time, driven by cross-sell velocity as customers graduate from cheaper products like Stage to Studio and Ion.
With $24-25M ARR run rate (up from $13M in 2019), 400 employees across 10 countries, and $12M raised (mostly for acquisitions), Rock Content is executing a disciplined expansion strategy. Their 94% revenue retention and emerging negative churn through expansion shows a mature SaaS unit economics, with a 3-month payback period on $12K CAC for $20K contracts. They continue to explore both organic growth and strategic acquisitions in adjacent content marketing categories.
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