Introduction
Foodpanda is a food delivery platform based in Malaysia, connecting users with restaurants and food vendors through a mobile application. The platform operates across the APAC region, serving a diverse audience of food enthusiasts and convenience-driven consumers. Foodpanda required a structured approach to content that could support organic discoverability while providing value to its reader base.
Walk Production was engaged to manage the platform’s blog through a content marketing retainer covering topic ideation, article production, image curation and scheduled publishing. The scope was a sustainable content pipeline that could keep pace with the platform’s growth across the Malaysian market.
Our Solutions
Content strategy and keyword research
The programme began with an editorial roadmap aligned with user search behaviour. The team conducted search engine optimisation research to identify high-intent topics spanning recipes, food culture, lifestyle content and seasonal trends relevant to the Malaysian audience.
The content strategy balanced evergreen topics with timely pieces tied to local events and holidays. The mix generated sustained traffic while picking up seasonal search interest throughout the year.
SEO blog writing and production
Each article was written with a structured approach to blog writing that addressed both readability and search performance. The writing process incorporated keyword placement, heading hierarchy and internal linking while keeping a voice suited to the platform’s audience.
Visual content played a significant role in the production workflow. Food photography was curated and optimised for mobile viewing, with clean layouts that complemented the written content.
Blog management and publishing
The full-service digital marketing workflow ran end-to-end blog operations from content creation through scheduled uploads. This included meta title and description optimisation, image alt text implementation and content management system uploads following a consistent publishing calendar.
The operational framework let Foodpanda maintain a steady content output without diverting internal resources from core business functions. Each piece was delivered publication-ready with all technical elements in place.
The Results
Walk Production wrote and published 1,890 blog articles for Foodpanda Malaysia during the engagement, which ran from 1 September 2019 to 31 May 2020. The structured approach to keyword research and high-volume content production delivered measurable growth across key performance indicators.
The campaign achieved over 10,000 average monthly web traffic, generated more than 7,100 new keywords and delivered 35x keyword growth. Overall web traffic increased by more than 1,000% compared to the pre-campaign baseline.
Engagement period: 1 September 2019 to 31 May 2020 (9 months). Data source: Ahrefs, comparing the 12 months before the engagement (September 2018 to August 2019) with the 12 months after the engagement began (September 2019 to August 2020).
The content foundation continues to support brand awareness and user engagement, positioning the blog as a resource for food discovery within the Malaysian market.
Related Questions
What did the Foodpanda campaign achieve in numbers?
The engagement ran from 1 September 2019 to 31 May 2020. The programme produced 1,890 blog articles, generated more than 7,100 new keywords, delivered 35x keyword growth and increased overall web traffic by more than 1,000% versus the pre-campaign baseline. Average monthly traffic climbed past 10,000. The measurement compares the 12 months before the engagement with the 12 months after it began, sourced from Ahrefs.
Why did Foodpanda need 1,890 articles rather than fewer, longer pieces?
Food delivery search demand is broad and seasonal: recipes, food culture, holiday-tied queries, local lifestyle topics. Reaching that breadth requires content volume across many entry points, not a small number of long-form pieces. The article count is matched to the search landscape rather than imposed for its own sake.
How does the Foodpanda blog content hold up to seasonal traffic?
The editorial roadmap mixes evergreen topics that draw traffic year-round with timely pieces tied to local events and holidays in Malaysia. Evergreen content holds the baseline. Seasonal pieces lift the platform during high-search periods like festive seasons. Together they keep the blog producing traffic across the calendar.
What does Foodpanda’s blog management workflow include?
End-to-end blog operations from topic ideation, keyword research, blog writing, image curation, meta-tag and alt-text optimisation, through to scheduled uploads on a consistent publishing calendar. Foodpanda’s internal team can stay focused on the platform while the blog is produced and shipped externally.
Why is volume important for a content marketing retainer like Foodpanda’s?
Content volume creates more indexed pages targeting more relevant terms, which translates into more entry points for organic search traffic. Combined with SEO writing services that keep each piece readable and on-keyword, volume builds the kind of topical authority that translates into the keyword growth Foodpanda saw.
