CASE STUDY

Creating a Topic Cluster That Drives Conversions (Not Just Clicks)

INDUSTRY

SaaS

LOCATION

New York (US)

TIMEFRAME

November 18th, 2022 to February 15th, 2024
Jade Cotte
Content Marketing Lead
I would say the best things are how organized things are (e.g. organized folders, nice layouts for the documents), and also how accommodating the team is when we need to make changes to our strategy.
2433
conversions (cumulative) over 16 months generated with an average of 152 conversions per month
26354
monthly visits (as measured by Sessions) over 16 months with an average of 1647 monthly visits (and growing)
764
organic keywords, out of which 52 are in positions 1-3

The company

Insense is a creative platform designed to connect brands with a global community of over 35,000 content creators. These creators produce custom content for social media platforms such as YouTube, Instagram, Facebook, and TikTok. The platform aims to streamline the production of creator ads and user-generated content (UGC), facilitating direct communication between brands and creators. Insense serves as an all-in-one solution for scaling UGC, facilitating micro-influencer collaborations, and managing smooth creator licensing campaigns. Insense is based in New York (US) and is a remote-first company.

Growth Summary

Within 14 months, we helped Insense build a topic cluster for the topic ‘user-generated content (UGC)’ that’s tightly connected to the product’s capabilities. To do that, we had to consolidate content that was spread across the website’s blog and create new content for the hub and cluster pages. Our team provided an end-to-end service from redirect and consolidation strategy to building a topical map, content briefing, content creation, and offering suggestions on the design of the hub and the cluster pages. The topic cluster accounts for 28,369 of the content inventory’s total traffic (as measured by clicks) and 2,433 of its total number of conversions (cumulative). It brings in 2364 visits and 152 conversions on average every month.

The Challenges

Highlights
  • Content on the topic of UGC wasn’t unified and was spread across the website’s blog.
  • Content pieces with overlapping information needed to be consolidated.
  • Needed high-quality content to integrate the product when and if it made sense.
  • Needed a hub page structure that focuses on the main topic (UGC) and pushes visitors to the rest of the topic clusters.
  • Needed an experienced partner to help with topic cluster strategy and execution.

Insense is one of Minuttia’s longest-term clients, so our client was familiar with our work and ability to deliver results.

The potential for a topic cluster was initially communicated by our Client Success team in one of the Bi-weekly Catch-ups with our client.

We explained our main thesis behind the suggestion and shared information on our approach.

By the time we made the suggestion, we’d built enough performance capital for our client to agree.

Even if the project was greenlit relatively quickly, the creation of the topic cluster took time as the publishing velocity was slow due to the demands of the blog’s pipeline.

 

The Solution

Highlights
  • Build a plan for redirects and consolidation for the content that existed on the website’s blog on the topic of UGC.
  • Build a topical map by identifying all the subtopics under the main topic of the topic cluster (UGC).
  • Wireframe the design of the hub and cluster pages. (Minuttia wasn’t involved in the design or development of the published pages.)
  • Create Content Briefs with a detailed set of Content Instructions, Outline, and SEO Information.
  • Create content that is designed to drive traffic and optimize certain content pieces for conversions based on each page’s CTA.

The first thing we did was to identify all the published pages that covered the topic of UGC and any of its subtopics (e.g., user-generated content statistics).

This required an analysis of the content inventory (both for Minuttia and non-Minuttia content) and mapping out the target keyword (e.g., subtopic) for each page.

We then came up with a plan for handling these pages and envision their position in the cluster after implementing any necessary redirects, content updates, and content merges.

We then created a topical map with all the subtopics included in the topic of UGC.

Next, we shared wireframes to help our client’s design team come up with the hub and cluster page design.

Image Source: Insense

After the pages were developed, we were ready to start working on content.

We maintained a very low publishing velocity of ~2 cluster pages per month after creating the hub page.

Until Monday, March 4th, the topic cluster contains 1 hub and 17 cluster pages, with more cluster pages lined up for the following weeks.

Results

Highlights
  • 2433 conversions (cumulative) over 16 months generated with an average of 152 conversions per month*.
  • 26354 monthly visits (as measured by Sessions) over 16 months with an average of 1647 monthly visits (and growing)*.
  • 764 organic keywords, out of which 52 are in positions 1-3*.
Note
*The timeframe for the results November 18th, 2022 to February 15th, 2024. Our data source for the 1st and 2nd results is our Impact Report, while for the 3rd, it’s Ahrefs.

Our team has created and published 18 pieces of content so far. (One of which is a hub page, and 17 are cluster pages.)

Even though the project is ongoing, our client has already started to experience great results and reap the benefits of our work.

The first highlight is—for obvious reasons—the number of conversions generated (cumulatively) from the topic cluster.

Note
We can’t share results on a page level to protect our client’s performance and keep the door closed to competitors.

Even though there are several pages that generate conversions on the topic cluster, the nature of these conversions varies.

This goes back to proper CTA mapping and having clear expectations regarding the objective each page is designed to meet.

In reality, a handful of pages are responsible for the bulk of conversions on the cluster and—not surprisingly—on the convent inventory as well.

Of course, conversions can’t happen without traffic, and (organic) traffic can’t happen without visibility.

The topic cluster that we’ve created now gets an average of 1647 monthly visits, primarily from the US and other English-speaking countries.

The growth in organic traffic was possible due to developing visibility for more than 700 organic keywords.

That’s why, as a starting point, we’re happy to see most of the pages (including the hub page) performing well organically, even though, in certain cases, solid execution isn’t enough; you need amplification in the forms of backlinks or social shares to get the most out of your content creation efforts.

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