United Codes is a Belgian software company creating smart, reliable tools for the Oracle APEX community. They help developers work faster with plug-ins, automation tools, and expert consulting that streamline even the most complex workflows. Known for their technical depth and hands-on experience, they support teams worldwide with practical, problem-solving solutions.
Dealing with 1,001 things at once
United Codes is one of those companies that quietly powers an entire technical community. Their tools, training, and services are used by Oracle APEX developers around the world. But like many niche software companies, their brilliance wasn't always matched by their visibility.
That's where Jackie made a real difference in the past two years. Jackie runs marketing and social media on top of being COO. She's based in Dallas while the rest of the company sits in Belgium and Nepal. Add eight Facebook pages, two LinkedIn profiles, a company page, four X accounts, product launches, events, and customer communication to the mix… and social media becomes just one more spinning plate in a very full airspace.
Yet she needed to keep United Codes visible — consistently, intelligently, and without losing hours she didn't have. This is the story of how she made it happen.
When expertise alone isn't enough
United Codes didn't suffer from a lack of ideas or a lack of expertise. They needed help managing multiple social media accounts and developing a more effective strategy for marketing content across various channels — but no one in the company had a marketing background or any experience in it.
And since they work in a niche where content is difficult to produce and even harder to keep fresh, they needed to do it right and understand what content resonates with their audience.
So Jackie faced a lot of challenges: creating content, keeping it varied, knowing what to post, where to post, and how often. It felt like a full-time job she didn't have time to take on.
How Willow made the difference
Willow isn't about pushing sales. It's about building organic visibility, nurturing reputation, and helping busy teams communicate their expertise without burning out. For someone juggling operations, teams, marketing, planning, launches, and communication, Willow was the solution to simplify it all:
- A tool that suggests content when inspiration runs dry
- A clear, visual calendar to see all channels and posts in one place
- A library to recycle their best-performing content without friction
- Analytics and link tracking to see what content is working
- Social media coaching sessions that help her think strategically
Focusing on content that works
Before Willow, United Codes had too much content: different tools, different product launches, different events. Tons of potential posts. But there was no structure.
Willow's social media coaching sessions helped translate all that content into a consistent rhythm of videos, webinars, carousels, product updates, text posts, and educational pieces. With the calendar view, Jackie finally had one place where everything clicked together. She could easily see if she was maintaining a healthy content mix and which posts were going out where.
Results to be proud of
LinkedIn soon became the main focus, while other platforms still mattered in a supporting role. X remained important for their developer audience and Facebook for niche groups. The numbers clearly show that this approach worked. They started reaching the right people, consistently and with purpose.
Niche audience, real growth, every metric in the green.
Their top posts drove hundreds of clicks (some hitting 150+ link clicks in a single update). Even better: United Codes regularly reaches 100+ engaged viewers per LinkedIn post — a strong indicator that their audience is not only growing, but paying attention.
These aren't vanity metrics. They're proof that their expertise is now seen, heard, and acted upon. Their updates no longer disappear. Their product launches don't get lost. Their community stays informed, and their brand stays top-of-mind.
The transformation behind those numbers
With Willow, Jackie went from randomly squeezing in posts between a dozen responsibilities to having more clarity and control (while still juggling a dozen responsibilities). The content calendar gave her a birds-eye view of every channel, and coaching sessions helped her build a strategic mix.
Thanks to clear oversight and real data, Jackie can now show what works and make better content decisions. After two years on a Willow Kickstart plan, they're still more than happy and set to start their third year with us. Perhaps we'll see them add a few more channels?