Collectively, SupportLogic and Animalz constructed a diversified content material engine that stands the check of time — and AI — with useful, product-led content material.
The outcomes had been spectacular. SupportLogic skilled 500% certified natural visitors progress up to now 12 months and grew its key phrase footprint by 450%. These efforts led to additional enterprise alternatives and signed offers.
The Problem: Future-Proofing Content material within the Age of AI
SupportLogic offers a help expertise (SX) administration platform that helps corporations like Salesforce, Databricks, and Snowflake reply to buyer suggestions in practically real-time. By predictive and generative AI, the platform analyzes buyer sentiment indicators, offers actionable suggestions, and streamlines workflows. This method strengthens shopper relationships and will increase buyer lifetime worth.
However whereas generative AI is instrumental for SupportLogic’s personal product, the expertise additionally led to many questions and few solutions for its content material staff.
How a lot web site visitors will AI take away? Which key phrases and SERP options are notably prone to being eaten up by AI? Which type of matters and content material will individuals nonetheless choose to eat on blogs and different conventional channels?
Solutions to those and different questions vary from doomsday predictions to “it’s enterprise as standard.” In different phrases, no person actually is aware of.
This uncertainty is a threat in itself. And this threat can play out in some slightly catastrophic methods.
Think about a content material program centered solely on a slim set of key phrase varieties or matters. Issues could appear to be going nice for some time. Visitors is rolling in and writers work quick as a result of they’ve little context switching.
However Google stays a black field. A single SGE replace can shift the SERP panorama for these key phrase varieties, wiping out hard-won visitors instantaneously.
All of this brings us to the age-old risk-mitigation technique: diversification.
Content material Diversification Techniques to the Rescue
SupportLogic determined to diversify its content material throughout two main channels: Search engine optimisation and occasions. After which it went additional to diversify every channel as effectively.
Animalz helped SupportLogic establish search alternatives, devise a content material technique, and scale a content material engine that brings hundreds of certified natural visits each month. And that, most significantly, helps readers with every bit of content material.
Search engine optimisation-wise, SupportLogic coated matters throughout the funnel, starting from top-of-the-funnel (TOFU) content material on customer service checklists to middle-of-the-funnel (MOFU) tools comparison pieces and past. Many articles had been product-led however some centered on adjoining instruments as effectively. This resulted in a broad key phrase footprint that may survive AI probably “consuming up” sure forms of queries.
To diversify additional, SupportLogic launched on-line webinars and in-person SX Reside occasions. Each created alternatives for face-to-face time and relationship-building with the audience. The staff used occasions as a chance to file interviews with consultants, which they repurposed into different content material codecs.
Let’s dive into among the diversified content material codecs SupportLogic deployed.
1. Three Varieties of Product-Led Search engine optimisation Content material
Product-led Search engine optimisation content material helps readers remedy their issues with SupportLogic’s product.
The success of this content material lane required product entrepreneurs from SupportLogic and content material entrepreneurs from Animalz to work collectively. Product entrepreneurs establish probably the most related product options to spotlight, whereas content material entrepreneurs create belongings that resonate with the viewers and drive certified visitors.
SupportLogic had three forms of product-led Search engine optimisation content material:
1️⃣ 101 content material: conceptual content material that explains fundamental business phrases, just like the article “Customer Service Quality Assurance: What It Is & Why It’s Important.”
2️⃣ 201 content material: strategic content material that tackles higher-level matters, such because the piece “The Complete Guide to Building a Support Operations Team.”
3️⃣ 301 content material: tactical content material that walks readers by means of utilizing SupportLogic for particular processes, just like the piece “How to Use Salesforce and SupportLogic for Proactive Customer Support.”
Every of those content material varieties mentions SupportLogic’s merchandise and key options to various levels. Ryan Radcliff, Product Advertising Supervisor at SupportLogic, explains this method: “It is a sensible technique to introduce a prospect to an issue or an answer they don’t understand they’ve and lead them down the trail of discovering the way to get began fixing it. Hyperlink these items collectively and construct an online of content material that provides your viewers a number of entry factors.”
2. Adjoining Instruments and Integrations Content material
Adjoining instruments content material harnesses the recognition of options SupportLogic integrates with. This content material additionally highlights use circumstances that immediately tie again to the corporate’s worth proposition.
As an illustration, SupportLogic integrates with buyer success platforms like Gainsight and Freshdesk. Two info are vital right here:
- Potential customers of those platforms google about integrations provided
- These identical customers may benefit from utilizing SupportLogic’s merchandise
It made sense to provide articles that assist readers study concerning the integrations Gainsight and Freshdesk provide. And to introduce the SupportLogic integration as effectively. This led to the next items:
3. Occasions: Webinars and SX Reside
SupportLogic makes use of each online and in-person events to attach with its viewers. The webinars assist prospects and prospects get extra worth from SupportLogic’s merchandise. SX Live, a branded convention with on-line and in-person occasions, is concentrated extra on discussing broader business matters. The SX Reside staff additionally organizes metropolis excursions, wish to San Jose and Boston.
These occasions have a major content material advertising and marketing position. They’re recorded and made obtainable within the SX Live Library, serving to SupportLogic to personal the business dialog and be a useful useful resource for his or her audience.
SupportLogic additionally used the recordings for thought management articles, like “The Ripple Effect: Employee Satisfaction’s Impact on Customer Experience.” They direct search guests to those insightful items, making certain its Search engine optimisation and thought management content material belongings help one another.
A Sturdy Content material Basis Makes Experiments Attainable
Confronted with the prospect of shedding some visitors to AI, SupportLogic has opted for a time-tested method: diversification.
The corporate has constructed a various Search engine optimisation engine centered on a number of forms of natural content material. Its on-line and in-person occasions have offered a treasure trove of insights that inform thought management content material creation. And the diversified method creates enterprise alternatives whereas defending in opposition to dangers associated to AI and SGE.
Animalz has helped SupportLogic put a powerful content material basis in place. The corporate is now well-positioned to discover new content material alternatives because of the teachings realized over the previous 12 months.
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