Case Study: AutoTrader.com scales content production, boosts impressions 281% and saves 40 hours/month with Skyword

Successfully Producing Content At Scale With A Comprehensive Platform

AutoTrader.com, the largest U.S. marketplace for new and used cars with about 17 million monthly visitors, rapidly scaled its content program to produce thousands of articles and videos to inform car buyers. That growth created operational strain: eight daily publications, manual tracking of article performance, and payroll for 60–70 freelancers that required four staff members to spend two full days each month—so AutoTrader needed a more efficient way to manage writers and measure content impact.

AutoTrader implemented the Skyword Platform to centralize writer management, publishing, SEO feedback, payments and reporting, streamlining editorial workflows and eliminating duplicate CMS entry. The platform’s content intelligence and budget forecasting saved roughly 40 hours per month in administration and enabled data-driven topic and writer decisions; outcomes included 1,714 articles and 199 videos in 2012, impressions up 281% over three years, 300K YouTube plays per month, and an estimated $10M in new sales.

AutoTrader.com

Scott Markle

Senior Manager