Content Strategy

WOLF Performance Marketing Tool

We’ve taken performance marketing to the next level with our award-winning WOLF content strategy tool and, having used the web-based app to aid topic selection for our own client campaigns, we’re now making WOLF available to brands and agencies on a SaaS basis.

WOLF helps marketers take the guesswork out of content marketing and generate improved (and consistent) engagement with content artefacts.

It uses a range of APIs to interrogate the level of interest in thematic content topics, overlay a competitiveness index onto the themes, identify what web pages rank for these topics, analyse the actual web page content and, ultimately spit out ideas for your content strategy that are likely to prove popular but are relatively uncontested.

What does that mean? Well, if you give WOLF a few keywords or phrases, it’ll crawl the internet to find similar terms that people are using in social media conversations or in their web searches. It’ll then pull data to see how frequently these terms are used and establish if there are seasonal changes in the frequency of their use.

Next, it interrogates Google to see what web pages rank for these terms, analysing the actual content on these pages to spot opportunities. 

The resultant dataset - a simple search creates over 2m database records - can be presented in excel or on an interactive dashboard (more expensive but way more insightful), helping you make evidence-based decisions when choosing focus areas for your content marketing programmes. 

The back story

We created WOLF after seeing significant fluctuations in the levels of engagement achieved by individual content pieces we produce as part of the broader content marketing and SEO campaigns we run for our clients.

As the majority of our work is in the earned space, we rely on social media and organic search to amplify content, exposing it to our clients’ audiences. While the quality of the content we produce was consistent, some artefacts achieved widespread social sharing and ranked well in Google search, driving visitors to clients’ websites and eliciting desired actions; yet other pieces failed to achieve visibility.

Our research pointed to an obvious truth: content marketing has hit saturation point – the production of content is growing at a far faster rate than the growth in the platforms that are available to amplify it or the attention span of the consumers at whom it is targeted. A new approach to our content strategy was required.

To refine our clients’ content marketing programmes and improve success rates we recognised we needed to analyse more data. Lots more data. And that is the story of WOLF.

The awards

WOLF won an Assegai award in 2016 for Database & Analytics Innovation. In March 2017 it won two IAB Bookmark awards for Use of Research; and Web Applications. It was also shortlisted as a finalist in the Best Content Marketing Tech Platform category of the global DigiDay content marketing awards.

If you’d like to hear more about WOLF, give us a call on +27 (0)21 975 8181 or visit our contact page to fill in a webform. We’ll get straight back to you.


It absolutely works for me in terms of what they did for Direct Axis. It shows how content marketing in terms of promoting brand and creating brand awareness, can work.

Ashraf Garda-SAFM

Case Study

Direct Axis tasked us with implementing a content strategy that would build brand awareness by demystifying the complex world of personal finance. 

On an ongoing basis we create content around a series of topics associated with the affordability of household commodities and daily living. We also promote the ensuing guides, infographics and articles, generating widespread media exposure that drives tens of thousands of visits to their website.

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