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 have been spectacular. SupportLogic skilled 500% certified natural site visitors progress prior 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 firms like Salesforce, Databricks, and Snowflake reply to buyer suggestions in almost real-time. By means of 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 workforce.
How a lot web site site visitors will AI take away? Which key phrases and SERP options are notably vulnerable to being eaten up by AI? Which kind of matters and content material will individuals nonetheless desire to devour on blogs and different conventional channels?
Solutions to those and different questions vary from doomsday predictions to “it’s enterprise as ordinary.” In different phrases, no one actually is aware of.
This uncertainty is a threat in itself. And this threat can play out in some moderately catastrophic methods.
Think about a content material program centered solely on a slender set of key phrase sorts or matters. Issues could appear to be going nice for some time. Site 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 sorts, wiping out hard-won site 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 determine 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 lined matters throughout the funnel, starting from top-of-the-funnel (TOFU) content material on customer support checklists to middle-of-the-funnel (MOFU) instruments comparability items and past. Many articles have 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 kinds of queries.
To diversify additional, SupportLogic launched on-line webinars and in-person SX Dwell occasions. Each created alternatives for face-to-face time and relationship-building with the audience. The workforce used occasions as a possibility to document interviews with specialists, which they repurposed into different content material codecs.
Let’s dive into among the diversified content material codecs SupportLogic deployed.
1. Three Kinds of Product-Led Search engine optimisation Content material
Product-led Search engine optimisation content material helps readers clear up 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 determine probably the most related product options to focus on, whereas content material entrepreneurs create property that resonate with the viewers and drive certified site visitors.
SupportLogic had three kinds of product-led Search engine optimisation content material:
1️⃣ 101 content material: conceptual content material that explains primary trade phrases, just like the article “Buyer Service High quality Assurance: What It Is & Why It’s Vital.”
2️⃣ 201 content material: strategic content material that tackles higher-level matters, such because the piece “The Full Information to Constructing a Help Operations Staff.”
3️⃣ 301 content material: tactical content material that walks readers by utilizing SupportLogic for particular processes, just like the piece “The way to Use Salesforce and SupportLogic for Proactive Buyer Help.”
Every of those content material sorts mentions SupportLogic’s merchandise and key options to various levels. Ryan Radcliff, Product Advertising and marketing Supervisor at SupportLogic, explains this method: “It is a good option to introduce a prospect to an issue or an answer they don’t notice they’ve and lead them down the trail of discovering easy methods 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 instances that immediately tie again to the corporate’s worth proposition.
As an illustration, SupportLogic integrates with buyer success platforms like Gainsight and Freshdesk. Two information are necessary right here:
- Potential customers of those platforms google about integrations supplied
- These similar customers may benefit from utilizing SupportLogic’s merchandise
It made sense to supply articles that assist readers be taught concerning the integrations Gainsight and Freshdesk supply. And to introduce the SupportLogic integration as effectively. This led to the next items:
3. Occasions: Webinars and SX Dwell
SupportLogic makes use of each on-line and in-person occasions to attach with its viewers. The webinars assist clients and prospects get extra worth from SupportLogic’s merchandise. SX Dwell, a branded convention with on-line and in-person occasions, is targeted extra on discussing broader trade matters. The SX Dwell workforce additionally organizes metropolis excursions, prefer to San Jose and Boston.
These occasions have a major content material advertising position. They’re recorded and made obtainable within the SX Dwell Library, serving to SupportLogic to personal the trade dialog and be a useful useful resource for his or her audience.
SupportLogic additionally used the recordings for thought management articles, like “The Ripple Impact: Worker Satisfaction’s Affect on Buyer Expertise.” They direct search guests to those insightful items, making certain its Search engine optimisation and thought management content material property help one another.
A Sturdy Content material Basis Makes Experiments Doable
Confronted with the prospect of shedding some site 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 kinds 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 towards 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 due to the teachings discovered over the previous 12 months.
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