How Nine Stones Repurposed InPlayer's Blog for Search

InPlayer provides pay-per-view and subscription services that deliver thousands of live events in the OTT (streaming) space, for rights owners, agencies, artists and major corporations. Its blogs and thought leadership articles were strong, but without SEO expertise they weren't reaching their audience.

The Challenge

In early 2021 InPlayer brought in Nine Stones for a short project: repurpose and optimise its existing blog content, and write new pieces to support its SEO strategy. The marketing team lacked the SEO knowledge to make its content discoverable and was missing important keyword opportunities. Streaming moves quickly, so some of the best articles had also dated, even though they still drew traffic.

The Approach

Workshop and audit. Nine Stones began with a brand and messaging workshop to understand InPlayer's tone of voice, goals and audience personas. It then produced an SEO and content audit setting out priority keywords, their search volumes and difficulty, and audience intent, so InPlayer could apply SEO to existing and new content straight away.

Repurposing. Nine Stones reworked the articles with the most potential, including a piece on ten trends shaping on-demand digital entertainment. It updated statistics, refined the structure, added new calls to action and worked in target keywords. It also made the articles more mobile-friendly to improve the reading experience and reduce bounce rates, and used Semrush and Google Analytics to fine-tune them and track performance.

The Outcome

By the end of the project InPlayer had an SEO roadmap and a library of search-optimised content with clearer structure and calls to action, easier to read and engage with in a fast-moving market.