How Nine Stones Scaled Content Production for Avalara

Avalara, the US tax compliance software company, needed more content than its in-house team could produce. A trial of short blogs in 2021 grew into ongoing work on long-form content, social media and strategy.

Nine Stones for Avalara

Avalara

Client: Avalara
Agency: Nine Stones, part of Cohaesus
Type of work: Marketing & content
Sector: Technology & Telecoms
Scope: Short-form blogs, long-form guides, white papers, third-party content and syndication, organic social media copy, content strategy

Avalara makes tax compliance software. It has more than 30,000 customers in 95 countries and is constantly entering new markets, each of which needs new content. Its in-house team had years of experience making tax engaging, but it needed support that could scale.

The Challenge

The problem was workload. Avalara's growth targets meant demand for content was rising fast, and producing it all in-house would be slow and costly, especially if it meant hiring.

The Approach

A trial first. In October 2021 Avalara gave Nine Stones a trial project of several short-form blogs. The priority was volume: fast turnaround to clear bottlenecks, well-researched posts in Avalara's voice for its audience, and copy that needed few internal revisions.

Then a wider brief. After the trial, Avalara expanded the scope significantly. Nine Stones' work has since included:

Long-form guides and white papers
Third-party content and syndication
Organic social media copy
Content strategy to support Avalara's growth

Nine Stones works with Avalara's teams in the UK and US across time zones, as an extension of the in-house marketing function rather than a traditional agency. It works regularly with Avalara's legal and editorial reviewers, which streamlines sign-off and gets approved content live sooner.

The Outcome

The trial became an ongoing partnership. Nine Stones has earned the trust of Avalara's marketing leadership and continues to support the company as it grows internationally.