The Challenge
We were engaged to provide digital PR strategy and implementation, working closely with Marmalade’s internal SEO team to identify strategic targets and define KPIs. Our goals were simple in structure, complex in detail. We needed to not only build links and rankings but ensure the content we produced would resonate with two very different audiences (learners and parents).
We split our objectives into OWNED and SHARED. An Owned goal is one we directly affect, a Shared goal is a metric we hope to influence alongside other channels. This framework allows us to step out of our silo and to think strategically about how best we can impact our clients’ wider business goals.
Owned Goals:
Achieve links to the domain, specifically to the learner driver insurance section
Drive awareness amongst the target audience through:
Unlinked coverage - the quality would be judged by the relevance of the publication and its potential reach
Brand building - delivering campaigns that would position their brand favourably amongst learner drivers and parents
Shared Goals:
Maintain a top 3 ranking position for ‘learner driver insurance’
+90% overall visibility for the full learner driver insurance keyword set