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How to Drive Content Marketing Success

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A quick run through the creative content marketing fundamentals.

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How to Drive Content Marketing Success

  1. 1. re_signal
  2. 2. @re_signal Driving Content Marketing Success Irma Hunkeler/Ed Trippier
  3. 3. V Organic Traffic
  4. 4. ● ● ● ● ● We analysed their line of business
  5. 5. We identified an opportunity on their car hire pages @re_signal@ed_trippier@irmahunkeler
  6. 6. ➔ Improve organic transactions ➔ Improve organic traffic ➔ Improve organic rankings Setting clear goals
  7. 7. 01 Strategy Forming a clear plan on how you can hit your goals 02 Creativity Producing content that stands out & has a newsworthy hook. 03 Promotion Digital PR outreach to get publishers excited. Process
  8. 8. Analysis of their car hire category Technical audit, content audit, competitor analysis, KWR and general analysis. 1. Identified 2. Identified 3. Identified
  9. 9. We put together a content strategy
  10. 10. We broke the content down into three approaches 1. 2. 3.
  11. 11. These three approaches aren’t distinct, they work in conjunction with each other.
  12. 12. Commercial
  13. 13. Commercial ● We optimised 500 pages within 4 months and an additional 150 over the rest of the year ● Produced 75 new pieces of content ● 3,000 title tags ● 90,000 meta descriptions
  14. 14. Informational
  15. 15. Informational
  16. 16. Informational
  17. 17. Informational
  18. 18. Car hire excess insurance ‘Car hire insurance’.
  19. 19. Creative
  20. 20. The purpose of creative project was to... 1.
  21. 21. 1. with a focus on car hire.
  22. 22. 1.
  23. 23. Majestic Buzzsumo SharedCount Research
  24. 24. Research
  25. 25. Research
  26. 26. Research
  27. 27. ‘Mythical Creatures’
  28. 28. regions and priority product pages. And we could maximise potential with publications
  29. 29. Talent pool
  30. 30. Production
  31. 31. Production
  32. 32. Production
  33. 33. Production
  34. 34. Production
  35. 35. Production
  36. 36. Have a Digital PR Promotion Plan
  37. 37. 60 Pieces of coverage 900M Online Readership 1.8M Estimated coverage views 1.75K Social shares 100 Links from coverage 42 Average domain authority Results on a campaign level
  38. 38. ● ● ● Overall Strategy Results
  39. 39. “Creativity requires input, and that’s what research is, you’re gathering materials with which to build.” Gene Luen Yang
  40. 40. Irma Hunkeler ihunkeler@resignal.com @irmahunkeler www. resignal.com Thank you for listening Ed Trippier etrippier@resignal.com @ed_trippier @re_signal

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