The International Sports Sciences Association (ISSA) is the world leader in fitness education and delivers comprehensive and practical distance education for fitness professionals, grounded in industry research, using traditional and innovative methods.
With over 200,000 certified personal trainers and fitness experts, the community has a wealth of knowledge to share using various platforms including their blog.
But They Had a Problem
Actually, there were several problems faced by the organization.
Their blog wasn’t driving revenue, there was no content process, and updating even one piece of content was cumbersome. With no content strategy or plan in place, it was up to the trainers to submit topics.
Although they brought with them valuable expertise, their writing was verbose and lacked clarity. Absent comprehensive content, backed by user intent research, the blog was floundering.
So, ISSA turned to MarketMuse AI-powered content intelligence and strategy platform. Within six months they doubled their organic traffic with an increase of 25.6% in overall keyword rankings and a 15.3% increase in keyword rankings in the first three positions.
How They Solved It
The organization created a formal content process centered around MarketMuse Content Briefs. Writers use these briefs to ensure the content they produce is in-depth. The editor verifies each submission to ensure it meets the target Content Score.
MarketMuse helps their content strategy in creating content clusters focused on high-priority initiatives. Plus, it analyzes their site’s inventory to surface the highest opportunities for creating new content and optimizing existing pages.
They rely on the Optimize application to make the right changes to show their audience and search engines that they are the experts on their topic.
Now ISSA has a revenue-generating blog visited by a high-quality audience that is engaged and converts. You can achieve this too, by using MarketMuse.
Written by Stephen Jeske