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Krista Software: Using Survey Data to Create AI Thought Leadership and Domain Authority


The Challenge: Driving the AI Conversation When Everyone Has Something to Say

In 2023, the public was inundated with a surge in news coverage, opinions, and concerns about the impact of artificial intelligence on their lives. 

As a company working directly in the AI industry, Krista Software knew the time was right for them to join the burgeoning conversation. But getting heard when even companies with only dubious ties to AI were talking about the technology was going to require a sound strategy, and that's why they engaged Idea Grove.


The Solution: Krista's Survey Sparks Dialogue on Transformative Technology

Seeing the opportunity to help shape the growing AI narrative, Idea Grove helped Krista Software field a survey to understand U.S. adults’ knowledge, attitudes and perceptions concerning AI's capabilities in performing tasks and making critical decisions— developing the survey concept, drafting the survey questions, fielding the survey and crafting an in-depth report that incorporated compelling survey data and branded graphics. This report found a prominent home on Krista Software's website, helping garner brand mentions and serving as an anchor point for valuable backlinks. 

To maximize the report's impact, Idea Grove orchestrated an extensive media relations campaign, strategically disseminating a press release and customizing tailored pitches for a diverse range of national and trade media outlets. The team also utilized newsjacking that leveraged an open letter from global tech leaders regarding concerns about AI, which highlighted the existential risks of AI and reinforced Krista’s position as a thought leader – leading to coverage in Fortune magazine and Forbes around Americans’ perceptions of AI in the workplace. 


The Results: Krista’s Report Soars In Prominence and Domain Authority

In addition to coverage in distinguished national publications like Forbes and Fortune, our extensive outreach earned enough coverage and valuable backlinks in just the first month to lead to a dramatic increase in Krista Software's domain rating, reflecting the lasting impact of our campaign.

In its first 30 days, this campaign has achieved: 
  • 43 total placements with a total audience size of 132 million 
  • 267 visitors & 37 total inbound links to the survey report
  • Increased domain authority from 6 to 21, according to Ahrefs, a 250% increase 
Krista’s report also placed at the top of Google search results for “American’s trust in AI,” “American’s awareness in AI,” “awareness of AI,” and “AI trust survey.”
“Despite our tight timeline, they had the capacity to go as fast as we wanted without sacrificing quality. You’ve done an incredible job of telling our story and laying our products and solutions out in a unified, coherent way. It’s been phenomenal.”

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