This is the example of a company in a mattress industry that grew its organic traffic from 4K per month to 400K in a year. Tomorrow Sleep, as you might expect from its name, is in the mattress business. With the experience, research, and engineering expertise of Serta Simmons Bedding, they set out to build the first totally connected sleep solution in the middle of 2017.
While their product was revolutionary, their content strategy was anything but. In fact, it wasn't until the middle of 2018 that they began producing internet material. They grasped the gravity of their task almost immediately. Organic outcomes have already established a strong foundation for long-standing market players. It wasn't going to work to just publish any old article.
As a result, the company sought assistance from Social Media Sharks. Their task was to develop a content strategy before scaling and managing the tactical part of content generation. Traditional measurement tools for tracking and monitoring keywords and positions were useful, but they weren't sufficient to have a significant influence.
They turned to MarketMuse for help with this.
Objective:
Tomorrow Sleep had set three specific goals after consulting with Social Media Sharks.
1. Attract high-quality visitors to your website.
2. Rank for keywords that are important to your business.
3. Increase the amount of time people spend on the site.
Methodology:
First, MarketMuse Premium, an AI-powered content intelligence and strategy platform, was used to identify and analyse core subjects. The team used MarketMuse Research to look into the topic landscape to see what relevant themes to think about and how frequently experts reference them while writing about these issues.
Using MarketMuse Compete, the team visualised the gaps and potential for content production by drilling down into the top 20 search results for those core subjects. The heatmap shows the distribution of topics (how often they're discussed) across each piece of content. This technique gave them the information they needed to create new, in-depth literature about existing optics in the sector, allowing them to establish themselves as experts.
Results:
Tomorrow Sleep's organic traffic went from 4K per month to 400K per month in just a year.
Between January 2018 and March 2019, organic traffic for tomorrowsleep.com increased from 4k to 400k per month.
For major themes, they now outrank their greatest competitor (Casper) and hold numerous positions on a single search engine result page (SERP). They've also established authority in the eyes of the search engine, allowing them to get the highlighted snippet.
Most people believe that a domain can only have one Google position for a given query. We discovered that we own positions one and two across multiple articles for a single query where we have the featured snippet.
Most people believe that a domain can only have one Google position for a given query. We discovered that we own positions one and two across multiple articles for a single query where we have the featured snippet.
We did a test between MarketMuse and Ryte during the last year and a half with six major consumer brands. MarketMuse not only outperformed the previous best in class, but we couldn't find anything to match it. We aim to always on the lookout for the ideal tool and avoid becoming complacent. MarketMuse outperformed them by a wide margin.
