From 0 to 1,000 Pages: Scaling Influencer Marketing Content
From 0 to 1,000 Pages: Scaling Influencer Marketing Content
From 0 to 1,000 Pages: Scaling Influencer Marketing Content
From 0 to 1,000 Pages: Scaling Influencer Marketing Content
From 0 to 1,000 Pages: Scaling Influencer Marketing Content
From 0 to 1,000 Pages: Scaling Influencer Marketing Content
Sprout Social acquired Tagger Media, an influencer marketing platform, and needed to quickly establish authority in the new world of influencer marketing to engage Tagger Media’s audience. Sprout Social already had decades of social media authority and a large organic share of voice for social media management and similar terms. However, influencer marketing topics hadn't been at the forefront of Sprout Social’s SEO strategy.
We needed to find a way to increase our influencer marketing authority, content, and leads at scale.
Sprout Social acquired Tagger Media, an influencer marketing platform, and needed to quickly establish authority in the new world of influencer marketing to engage Tagger Media’s audience. Sprout Social already had decades of social media authority and a large organic share of voice for social media management and similar terms. However, influencer marketing topics hadn't been at the forefront of Sprout Social’s SEO strategy.
We needed to find a way to increase our influencer marketing authority, content, and leads at scale.
Sprout Social acquired Tagger Media, an influencer marketing platform, and needed to quickly establish authority in the new world of influencer marketing to engage Tagger Media’s audience. Sprout Social already had decades of social media authority and a large organic share of voice for social media management and similar terms. However, influencer marketing topics hadn't been at the forefront of Sprout Social’s SEO strategy.
We needed to find a way to increase our influencer marketing authority, content, and leads at scale.
Sprout Social acquired Tagger Media, an influencer marketing platform, and needed to quickly establish authority in the new world of influencer marketing to engage Tagger Media’s audience. Sprout Social already had decades of social media authority and a large organic share of voice for social media management and similar terms. However, influencer marketing topics hadn't been at the forefront of Sprout Social’s SEO strategy.
We needed to find a way to increase our influencer marketing authority, content, and leads at scale.
Sprout Social acquired Tagger Media, an influencer marketing platform, and needed to quickly establish authority in the new world of influencer marketing to engage Tagger Media’s audience. Sprout Social already had decades of social media authority and a large organic share of voice for social media management and similar terms. However, influencer marketing topics hadn't been at the forefront of Sprout Social’s SEO strategy.
We needed to find a way to increase our influencer marketing authority, content, and leads at scale.
Sprout Social acquired Tagger Media, an influencer marketing platform, and needed to quickly establish authority in the new world of influencer marketing to engage Tagger Media’s audience. Sprout Social already had decades of social media authority and a large organic share of voice for social media management and similar terms. However, influencer marketing topics hadn't been at the forefront of Sprout Social’s SEO strategy.
We needed to find a way to increase our influencer marketing authority, content, and leads at scale.
January 2024 - present
Timeline
Sr. Manager of Website Strategy
Sprout Social
January 2024 - present
Timeline
Sr. Manager of Website Strategy
Sprout Social
Solution
Solution
The Influencer Marketing Directory was created to establish Sprout Social as an authority on influencer marketing. The directory targeted long-tail influencer keywords to outrank major influencer marketing competitors and drive relevant traffic.
In total, over 1,000 pages were created using Sprout's proprietary influencer marketing data and AI content creation, a strategy known as generating content programmatically.
The Influencer Marketing Directory was created to establish Sprout Social as an authority on influencer marketing. The directory targeted long-tail influencer keywords to outrank major influencer marketing competitors and drive relevant traffic.
In total, over 1,000 pages were created using Sprout's proprietary influencer marketing data and AI content creation, a strategy known as generating content programmatically.
Influencer Directory Goals
Influencer Directory Goals
1
Increase Sprout Social's authority in the influencer marketing space.
Establish Sprout Social as an authority on Influencer Marketing.
1
Increase Sprout Social's authority in the influencer marketing space.
Establish Sprout Social as an authority on Influencer Marketing.
1
Increase Sprout Social's authority in the influencer marketing space.
Establish Sprout Social as an authority on Influencer Marketing.
2
Drive qualified leads to the Sprout Social website.
Have an immediate impact on improving the top of funnel pipeline.
2
Drive qualified leads to the Sprout Social website.
Have an immediate impact on improving the top of funnel pipeline.
2
Drive qualified leads to the Sprout Social website.
Have an immediate impact on improving the top of funnel pipeline.
3
Launch 50 industry-specific pages.
We surpassed the intial goal of creating 50 net new pages.
3
Launch 50 industry-specific pages.
We surpassed the intial goal of creating 50 net new pages.
3
Launch 50 industry-specific pages.
We surpassed the intial goal of creating 50 net new pages.
4
Launch 200 more pages.
When the process was streamlined, we opted to make 200 more pages to augment the directory.
4
Launch 200 more pages.
When the process was streamlined, we opted to make 200 more pages to augment the directory.
4
Launch 200 more pages.
When the process was streamlined, we opted to make 200 more pages to augment the directory.
5
Identify ways to replicate this process for other products.
This new and novel approach of leveraging AI and our own proprietary data to drive qualified traffic was totally new. Regardless of the outcome of this particular campaign, we'd identified additional topics and content we could create programmatically. Pages that truly improved the user-experience.
5
Identify ways to replicate this process for other products.
This new and novel approach of leveraging AI and our own proprietary data to drive qualified traffic was totally new. Regardless of the outcome of this particular campaign, we'd identified additional topics and content we could create programmatically. Pages that truly improved the user-experience.
5
Identify ways to replicate this process for other products.
This new and novel approach of leveraging AI and our own proprietary data to drive qualified traffic was totally new. Regardless of the outcome of this particular campaign, we'd identified additional topics and content we could create programmatically. Pages that truly improved the user-experience.
Influencer Directory Results
Influencer Directory Results
Influencer Directory Results
Influencer Directory Results
Influencer Directory Results
Influencer Directory Results
1
In the 54 days since launch, the Influencer Marketing Directory has driven 121,000 impressions and 700 clicks.
1
In the 54 days since launch, the Influencer Marketing Directory has driven 121,000 impressions and 700 clicks.
1
In the 54 days since launch, the Influencer Marketing Directory has driven 121,000 impressions and 700 clicks.
2
The pages have a 11% higher engagement rate than all of our blog and impressions grew 200% between June and July.
2
The pages have a 11% higher engagement rate than all of our blog and impressions grew 200% between June and July.
2
The pages have a 11% higher engagement rate than all of our blog and impressions grew 200% between June and July.
3
Of the 52 specific keywords targeted, 40 now consistently rank in Google’s top 100 and continue to improve.
3
Of the 52 specific keywords targeted, 40 now consistently rank in Google’s top 100 and continue to improve.
3
Of the 52 specific keywords targeted, 40 now consistently rank in Google’s top 100 and continue to improve.
4
Sprout Social’s share of voice for influencer marketing keywords has grown from 8% to 10%.
4
Sprout Social’s share of voice for influencer marketing keywords has grown from 8% to 10%.
4
Sprout Social’s share of voice for influencer marketing keywords has grown from 8% to 10%.
5
We've identified an entirely new way to create quality content our audience needs at scale.
5
We've identified an entirely new way to create quality content our audience needs at scale.
5
We've identified an entirely new way to create quality content our audience needs at scale.
A Rising Tide Lifts All Boats
A Rising Tide Lifts All Boats
A Rising Tide Lifts All Boats
A Rising Tide Lifts All Boats
A Rising Tide Lifts All Boats
A Rising Tide Lifts All Boats
One core objective was to increase Sprout Social's authority in the entirely new world of Influencer Marketing, and we far surpassed our expectations.
Not only did our search position for each specific industry keyword increase, but the hub and spoke structure of the content lent additional authority to Sprout's Influencer Marketing Product Page. Not only did individuals find the product page after perusing influencers, but there was a net improvement in organic traffic to the product page in general.
One core objective was to increase Sprout Social's authority in the entirely new world of Influencer Marketing, and we far surpassed our expectations.
Not only did our search position for each specific industry keyword increase, but the hub and spoke structure of the content lent additional authority to Sprout's Influencer Marketing Product Page. Not only did individuals find the product page after perusing influencers, but there was a net improvement in organic traffic to the product page in general.
One core objective was to increase Sprout Social's authority in the entirely new world of Influencer Marketing, and we far surpassed our expectations.
Not only did our search position for each specific industry keyword increase, but the hub and spoke structure of the content lent additional authority to Sprout's Influencer Marketing Product Page. Not only did individuals find the product page after perusing influencers, but there was a net improvement in organic traffic to the product page in general.
One core objective was to increase Sprout Social's authority in the entirely new world of Influencer Marketing, and we far surpassed our expectations.
Not only did our search position for each specific industry keyword increase, but the hub and spoke structure of the content lent additional authority to Sprout's Influencer Marketing Product Page. Not only did individuals find the product page after perusing influencers, but there was a net improvement in organic traffic to the product page in general.
One core objective was to increase Sprout Social's authority in the entirely new world of Influencer Marketing, and we far surpassed our expectations.
Not only did our search position for each specific industry keyword increase, but the hub and spoke structure of the content lent additional authority to Sprout's Influencer Marketing Product Page. Not only did individuals find the product page after perusing influencers, but there was a net improvement in organic traffic to the product page in general.
One core objective was to increase Sprout Social's authority in the entirely new world of Influencer Marketing, and we far surpassed our expectations.
Not only did our search position for each specific industry keyword increase, but the hub and spoke structure of the content lent additional authority to Sprout's Influencer Marketing Product Page. Not only did individuals find the product page after perusing influencers, but there was a net improvement in organic traffic to the product page in general.
One key metric to proving the Influencer Directory had an impact on our authority in the space was to track how we ranked for the exact match keyword "influencer marketing" post-launch. The Influencer Directory helped secure the #1 position in Google for "influencer marketing", a term with 74,000 monthly searches. And as seen below, it significantly increased our Share of Voice for influencer marketing topics relative to competitors.
One key metric to proving the Influencer Directory had an impact on our authority in the space was to track how we ranked for the exact match keyword "influencer marketing" post-launch. The Influencer Directory helped secure the #1 position in Google for "influencer marketing", a term with 74,000 monthly searches. And as seen below, it significantly increased our Share of Voice for influencer marketing topics relative to competitors.
One key metric to proving the Influencer Directory had an impact on our authority in the space was to track how we ranked for the exact match keyword "influencer marketing" post-launch. The Influencer Directory helped secure the #1 position in Google for "influencer marketing", a term with 74,000 monthly searches. And as seen below, it significantly increased our Share of Voice for influencer marketing topics relative to competitors.
One key metric to proving the Influencer Directory had an impact on our authority in the space was to track how we ranked for the exact match keyword "influencer marketing" post-launch. The Influencer Directory helped secure the #1 position in Google for "influencer marketing", a term with 74,000 monthly searches. And as seen below, it significantly increased our Share of Voice for influencer marketing topics relative to competitors.
One key metric to proving the Influencer Directory had an impact on our authority in the space was to track how we ranked for the exact match keyword "influencer marketing" post-launch. The Influencer Directory helped secure the #1 position in Google for "influencer marketing", a term with 74,000 monthly searches. And as seen below, it significantly increased our Share of Voice for influencer marketing topics relative to competitors.
One key metric to proving the Influencer Directory had an impact on our authority in the space was to track how we ranked for the exact match keyword "influencer marketing" post-launch. The Influencer Directory helped secure the #1 position in Google for "influencer marketing", a term with 74,000 monthly searches. And as seen below, it significantly increased our Share of Voice for influencer marketing topics relative to competitors.
Next steps
While we consider the creation of more Influencer Marketing pages programmatically, we've also started projects utilizing the same framework built in this project to scale quality content across the entire site.
