How Mixpanel's blog became the most-cited part of its site in AI answers

Client: Mixpanel, product analytics platform

Contact: Daniel Bean and Brandon Weaver, Content Leads at Mixpanel

Industry: Product intelligence, B2B SaaS

Services: AI search (AEO), content strategy & audits, content production, content refreshes.

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Key results

• The blog drew 37% of all AI citations of mixpanel.com
• Posts written by Campfire make up 73% of the blog's AI citations
• A new AI info page became the third most-cited URL on mixpanel.com

The challenge

Campfire Labs has been writing for Mixpanel’s blog since Fall 2023, producing everything from SEO explainers to thought leadership with Mixpanel’s product and data teams. By Q4 2025, the discoverability of that content was changing fast, and Mixpanel came to us with three problems to solve.

1. Buyers were researching in AI search, and Mixpanel needed to show up in those answers

More and more user and prospect journeys were happening in ChatGPT, Perplexity and other AI assistants. The most valuable ones were bottom-of-funnel: buyers comparing platforms and building a shortlist. Mixpanel needed content that helped those buyers place Mixpanel in the competitive landscape. Until then, the blog had never named competitors.

“People are asking very blunt questions, and they want very blunt answers: ‘Is Mixpanel better than this or that alternative?’ We need to make sure we have answers to those questions ready for LLMs to find.”
— Daniel Bean, Content Lead at Mixpanel

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2. The blog had to work for LLMs without losing its human readers

Mixpanel’s blog has always been helpful, clear, and enjoyable to read. AI assistants want something different: direct, scannable answers they can pull into their own responses. The challenge was to give LLMs what they need without turning the blog into a reference table, and without losing the narrative, problem-and-solution writing that human readers come back for. “Most of the blog is still meant to be written for humans,” says Dan. “It’s helpful, and you can depend on finding something you’ll read, enjoy, and learn from. But we’re expanding what the blog does because of how things are discovered now.”

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3. A large library of good top- and mid-funnel content was starting to decay

Over several years, the blog had built up a strong body of definitional and educational content, the “what is X” and “how to do Y” posts that used to bring in steady search traffic. Much like other companies’ blogs, that content was losing ground, as AI Overviews now answer many of the queries those posts once ranked for. Mixpanel needed to decide what to do with this library. Refreshing all of it was neither realistic nor the best use of budget, but leaving it alone meant watching it fade.

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The solution

1. Lean into LLM-friendly BoFU content

Campfire recommended bottom-of-funnel competitive posts for the platforms buyers compare Mixpanel against. These are some of the first pieces on the blog to name competitors, and were produced with Mixpanel's product marketing team. The posts give direct, scannable comparisons that AI assistants can pull into answers, while the blog's narrative content keeps its original tone.

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2. Be first on AI-forward topics

As AI changed how product teams build, a new set of questions opened up around AI feature analytics, and no one among Mixpanel’s competitors was owning those answers. Campfire wrote foundational content on measuring AI features and AI product metrics, with examples, walkthroughs, charts and tables, creating a first-mover advantage.

"We wanted to break in and be as exhaustive as we could in getting people answers to: is my AI product working? That connects to the core of what we're offering on the product side."
— Daniel Bean, Mixpanel

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3. Write a page for AI to read 

Campfire and Mixpanel's Senior Content Marketing Manager, Brandon Weaver, built an AI info page, a tabular page designed specifically for language models to read and draw answers from. The page (based on a wacky hypothesis that Brandon and Campfire’s GM Cassie came up with over lunch at a conference) is now one of the top three cited URLs across the site. 

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4. Refresh definitional content for how people search now 

Instead of refreshing older "what is X" posts at scale, we refreshed selected ones around the questions people now ask, most of which involve AI.

"With product experimentation, we made sure to put it in the lead of the story, and sections of it now point to understanding this in AI products: experimenting with AI solutions and different AI features."
— Daniel Bean, Mixpanel

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The results

Mixpanel tracks the blog's success through AI citations and AI visibility rankings. In the 90-day citation data from Scrunch:

• 37% of all mixpanel.com citations come from the blog subfolder
• 73% of cited blog posts were strategized and written by Campfire Labs
• AI info page in top three cited URLs
• BoFU competitor blog posts outperform landing pages in many instances

The alternatives posts give the clearest organic signal. Mixpanel doesn't promote them in newsletters or on social, so every visit and citation comes from search or AI discovery. The Amplitude alternatives post appears in about three times as many citations as Mixpanel's /compare/amplitude page.

"These alternatives blogs are just published, and then we let them find their way to whoever's searching for answers. Anything that trickles in is totally organic, in the most authentic way."
— Daniel Bean, Mixpanel

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