This session and case study details the benefits of developing a content-led strategy for one of Branded3’s major clients in the travel sector; a worldwide leading tour operator. The session shows how the implementation of user-focused content can drive business from acquisition right through to engagement and critically, conversion.

1. Content really is
still king

2. David Crawford
Managing Director
+
Joseph Griffiths
Senior Search Strategist

3. “Content is king”
Bill Gates, CEO, Microsoft

4. “Content is king”
Bill Gates, CEO, Microsoft

5. “Content is king”
Bill Gates, CEO, Microsoft
“Those who succeed will propel the Internet forward as a
marketplace of ideas, experiences, and products –
a marketplace of content.”

6. The Zero Moment of Truth
38%
Of people are ready to
comparison shop and
seek educational
content
10.2
The average number
of online resources
used before making a
purchase in the travel
sector

7. A User-Driven
Content Strategy
Our study of MoneySupermarket.com
found that users who engaged with
content before moving to a product page
were 5x more valuable than those who
landed directly on a product page
The focus of an effective content strategy
needs to be on content that genuinely
helps the target audience
Content that helps your audience is
content that will inevitably help you
Google
Analytics
Social
Listening
Market
Research
Customer
Database
Existing
Contacts

9. Low quality of on-site content
Struggling to rank for generic
keywords within Google due to this
quality issue
Not generating the level of traffic
needed to meet objectives
Background

10. Objectives

11. Increase traffic to the site#1
Engage a target audience from acquisition
through to conversion#2
#3
Show Google that Virgin Holidays Cruises is a
great resource and should rank higher for
generic keywords

12. Acquisition

13. A new target audience
An emerging audience of younger
cruisers – compared to the traditional
target market
Relatively new to cruising
Looking to find out more about
cruising before they made their
decisions

14. Consumer Decision Making Process
Need
Recognition &
Problem
Awareness
Information
Search
Evaluation of
Alternatives
Purchase
Post-Purchase
Evaluation
We want to engage with this audience at the Information Search stage of
their decision making process
This search almost always starts with a search engine, especially with
younger, tech savvy audiences
In order to achieve this we need highly informative content

15. How do people use search engines?
70% of all searches are ‘long tail
searches’
These are question related searches
and are searched for less than 100
times per month
15% of searches are brand new
searches

16. Why do you need long tail?
Answering questions such as
who|what|where|when|why drives quality
content
Google ranks websites based on engagement
Quality content drives engagement
An audience that is new to cruises will be
asking questions like this
• Solve problems
• Build affinity
• Convert
• Repeat visits

17. What are the benefits of this approach?
More valuable visitors
on the website
Greater exposure
for the brand
Increased visibility on
key products
Higher rankings and
higher CTRs

18. A Content Marketing User Model
“I want to go on
a cruise, but I
don’t know what
I want.”
“I know what
I want, but I
don’t know
where to go.”
“I know what I
want and I want
to find the best
deal.”
Intrigued Engaged Committed
£ ££ £££
Keywords:
‘family cruises’
‘where to go in September’
‘cruises for couples’
Keywords:
‘best family cruises in America’
‘best cruises for couples’
‘where to go cruising in Europe’
Keywords:
‘cheap Mediterranean cruises’
‘things to do in Disneyland’

19. The research phase – content opportunities?
Analytics – internal site search
Q&A sites
Google suggest
Cruise forums
Social media

20. The Ultimate Guide to Cruising
A one stop resource for cruise information
An answer to every question a customer or
potential customer will think of (and use Google
to search for). For example:
“What should I wear on the ship?”
“How long do Cruise ships stop on shore
for?”
Informative content that answers these
questions and a whole lot more

21. Engagement

22. How long do you have to engage a user?
3.8 seconds
Jacob Nielson – useit.com

23. Or else…
The user returned to
search. You did not satisfy
their objectives.

24. Return to Search
You have a few seconds
to get the visitors
attention and persuade
them that they have
arrived at a site that will
answer their query
If they go back to
Google that’s a negative
signal

25. Not just about acquisition
As well as influencing new customers, we aimed to give existing visitors an
outlet to find out more on their cruises by reaching the guide via the main
navigation

26. Engaging two stages of consumer journey
1. Consideration
2. Post-Purchase
Influencing both of these people will be highly beneficial, either the first
sub set of customers will convert in a relatively short timescale and be
back around to book their cruise again the year after…
Or the second sub set will think of VHC when they are at the
informational gathering stage of their consumer journey when they want
to book a cruise in the future

27. Output

28. Building the functionality

29. Fully researched

30. 121 articles written

31. Results

32. Impact on overall visibility

33. Acquisition
Launched 20/12/13
5th
For “cruises” and
“cruise” – previously
on the second page
4th
For “cruise deals” – up
from the second page,
saving thousands in PPC
46%
Increase in YoY
Organic Traffic

34. Engagement
Launched 20/12/13
17:03
Average visit duration –
compared to a site
average of 5:48
13.97
Average pages / visit
compared to the site
average of 5.12
10.22%
Average bounce rate
– compared to a site
average of 24.26%

35. Summary

36. Complex creative isn’t always best
Sometimes ‘boring’ content is what your target audience is looking for
Content marketing at its core is around creating content that fulfils a
genuine purpose
Getting this foundation content in place is absolutely key to increasing
acquisition through search and engaging users to move them towards
conversion

37. Thank you!
@davecrawford david@branded3.com
@B3Joseph joseph.griffiths@branded3.com