The Network Inc., now a Navex Global Company, is the leader in providing integrated governance, risk, and compliance (GRC) solutions that help organizations mitigate risk, achieve compliance, and, ultimately, create better, more ethical workplaces. The Network was competing with larger, better-funded providers and needed to be smart and efficient with their content to generate organic search results.
Adolphsen approached the problem with a competitive content assessment to identify new content ideas, content gaps, the best content types, content mix, and what was working best for competitors. She did the content assessment by running a competitor content audit, creating a competitor dashboard in BrightEdge, and, most importantly, performing a keyword audit of competitors. “This is something our fantastic customer success reps at BrightEdge did for us.” Adolphsen said. She recommends selecting 3 content ideas you could add to your content calendar for the coming quarter to get started.
The thorough competitor content analysis paid off as Adolphsen, despite her smaller team and more-limited resources, produced a range of high-performing content that achieved higher rank, more than doubling words in positions 1-3 on major search engines. This led to a 41,600-visitor increase to the site and a stunning 50,500-visitor increase to the expanded blog, which contributed substantially to the revenue objectives and business growth. See Pia's Share video.
Are there topics or audiences out there that we are not addressing? Should we be providing more ungated or branded content? We used BrightEdge to answer these questions and we saw a 226% increase in traffic. Our blog had a 90% increase in traffic. Great news all around.