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 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 supplies a assist 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, supplies actionable suggestions, and streamlines workflows. This method strengthens consumer relationships and will increase buyer lifetime worth.
However whereas generative AI is instrumental for SupportLogic’s personal product, the know-how additionally led to many questions and few solutions for its content material crew.
How a lot website site visitors will AI take away? Which key phrases and SERP options are significantly vulnerable to being eaten up by AI? Which form of subjects and content material will individuals nonetheless want to eat on blogs and different conventional channels?
Solutions to those and different questions vary from doomsday predictions to “it’s enterprise as common.” In different phrases, no one actually is aware of.
This uncertainty is a danger in itself. And this danger can play out in some relatively catastrophic methods.
Think about a content material program centered solely on a slender set of key phrase varieties or subjects. 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 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: Web optimization and occasions. After which it went additional to diversify every channel as properly.
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.
Web optimization-wise, SupportLogic coated subjects 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 properly. This resulted in a broad key phrase footprint that may survive AI probably “consuming up” sure varieties of queries.
To diversify additional, SupportLogic launched on-line webinars and in-person SX Stay occasions. Each created alternatives for face-to-face time and relationship-building with the audience. The crew used occasions as a possibility to document interviews with consultants, which they repurposed into different content material codecs.
Let’s dive into a number of the diversified content material codecs SupportLogic deployed.
1. Three Kinds of Product-Led Web optimization Content material
Product-led Web optimization content material helps readers resolve 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 essentially the most related product options to spotlight, whereas content material entrepreneurs create belongings that resonate with the viewers and drive certified site visitors.
SupportLogic had three varieties of product-led Web optimization content material:
1️⃣ 101 content material: conceptual content material that explains primary 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 subjects, such because the piece “The Complete Guide to Building a Support Operations Team.”
3️⃣ 301 content material: tactical content material that walks readers via 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 good approach to introduce a prospect to an issue or an answer they don’t notice they’ve and lead them down the trail of discovering learn how to get began fixing it. Hyperlink these items collectively and construct an internet 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 instantly tie again to the corporate’s worth proposition.
As an example, SupportLogic integrates with buyer success platforms like Gainsight and Freshdesk. Two info are essential right here:
- Potential customers of those platforms google about integrations supplied
- These identical customers may gain advantage from utilizing SupportLogic’s merchandise
It made sense to provide articles that assist readers study concerning the integrations Gainsight and Freshdesk supply. And to introduce the SupportLogic integration as properly. This led to the next items:
3. Occasions: Webinars and SX Stay
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 targeted extra on discussing broader business subjects. The SX Stay crew additionally organizes metropolis excursions, prefer to San Jose and Boston.
These occasions have a major content material advertising and marketing function. They’re recorded and made out there 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, guaranteeing its Web optimization and thought management content material belongings assist one another.
A Sturdy Content material Basis Makes Experiments Potential
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 Web optimization engine centered on a number of varieties of natural content material. Its on-line and in-person occasions have supplied 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 robust content material basis in place. The corporate is now well-positioned to discover new content material alternatives because of the teachings discovered over the previous 12 months.
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