How Wunderman Thompson watchdogs their Fortune 500 client websites with ContentKing

Wunderman Thompson (opens in a new tab) exists to inspire growth for ambitious brands. Part creative agency, part consultancy and part technology company, their experts provide end-to-end capabilities at a global scale to deliver inspiration across the entire brand and customer experience.

They are 20,000 strong in 90 markets around the world, where their people bring together creative storytelling, diverse perspectives, inclusive thinking, and highly specialized vertical capabilities, to drive growth for their clients. Wunderman Thompson is a WPP agency (NYSE: WPP).

The challenge

Wunderman Thompson's Performance Marketing team was well-equipped with tooling, but lacked a fundamental part: monitoring and proactive alerting.

The need for monitoring became apparent when one of their clients' websites experienced an issue with their Google Analytics implementation. This issue went unnoticed until the next reporting cycle, when it became apparent that valuable data had been lost across not just SEO, but also all digital reporting channels in the meantime.

David Stein, VP Content and SEO, and Grant Oster, Manager of SEO, went looking for a solution to ensure issues would be picked up immediately, before any actual damage was done.

The solution

Wunderman Thompson came across ContentKing, which immediately resonated with them because of its ability to monitor 24/7 without requiring any interaction. Stein and Oster quickly saw the value of 24/7 monitoring:

While there are many tools that crawl and audit sites, the real-time nature of ContentKing – in that it’s constantly crawling and sending alerts whenever there is a change on the site – is tremendously valuable. It’s in these crawls and alerts where we gain both efficiencies and additional insights into the happenings across the site.

LinkedIn (opens in a new tab)David Stein, VP Content and SEO, Wunderman Thompson

Real-time auditing surfaced various issues, which the Wunderman Thompson team was able to resolve before search engine visibility and traffic is impacted:

We’ve been able to stay on top of page speed issues, address unintended duplicate content, and mitigate 404 errors. All of which help keep our clients' sites healthy and out of trouble.

LinkedIn (opens in a new tab)Grant Oster, Manager of SEO, Wunderman Thompson

The results

Today, Wunderman Thompson is relying on ContentKing to monitor their client websites, many of them Fortune 100 and Fortune 500 brands.

Thanks to the Change Tracking feature coupled with Proactive Alerting, ContentKing turned out to be valuable beyond the SEO team. Stein:

ContentKing is being used by our SEO team, our Content Strategy group, and, because it can also see if tracking tags are malfunctioning, our Analytics team.

It's the combination of constantly having full situational awareness and being alerted before damage is done that makes ContentKing a no-brainer for professional SEO teams like Wunderman Thompson.