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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).\u003C\u002Fp>\n\u003Cp>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.\u003C\u002Fp>\n","1",[505,508],{"text":506,"title":507},"\u003Cp>Achieve links to the domain, specifically to the learner driver insurance section\u003C\u002Fp>\n\u003Cp>Drive awareness amongst the target audience through:\u003C\u002Fp>\n\u003Cp>Unlinked coverage - the quality would be judged by the relevance of the publication and its potential reach\u003C\u002Fp>\n\u003Cp>Brand building - delivering campaigns that would position their brand favourably amongst learner drivers and parents\u003C\u002Fp>\n","Owned Goals:",{"text":509,"title":510},"\u003Cp>Maintain a top 3 ranking position for ‘learner driver insurance’ \u003C\u002Fp>\n\u003Cp>+90% overall visibility for the full learner driver insurance keyword set\u003C\u002Fp>\n","Shared Goals:",{"acf_fc_layout":512,"reduced":305,"top_overlap":498,"bottom_underlap":498,"disable_observer":-1,"style":-1,"layout":-1,"size":513,"container":514,"gutter":-1,"left_gutter":515,"position":32,"image":516,"image_width":66,"image_height":67,"alt":517},"banner","full","container","gutter","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002FMarmalade-PR.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880","Marmalade-PR",{"acf_fc_layout":496,"reduced":305,"top_overlap":498,"bottom_underlap":498,"disable_observer":-1,"style":519,"layout":500,"heading":520,"intro":521,"cta_text":32,"cta_link":32,"columns":503,"show_steps":85,"grid_items":522},"blue_background","The Strategy","\u003Cp>Marmalade was up against two major challenges.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>1.\u003C\u002Fstrong> Google’s increasing and ongoing emphasis on EAT (expertise, authority and trust) in the Your Money Your Life sector, plus the prevalence of comparison sites and direct providers in the SERPs.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>2.\u003C\u002Fstrong> The pandemic-focused news narrative made it tough to gain coverage in 2021, with pre-planned strategies becoming irrelevant as lockdowns hit and COVID restrictions were still in place across the country, preventing driving lessons and tests.\u003C\u002Fp>\n\u003Cp>We had to adopt an ‘\u003Cstrong>always on\u003C\u002Fstrong>’ approach to newsjacking, reactive PR, traditional PR releases and thought leadership to maintain a natural and diverse backlink profile from quality websites with relevance and authority.\u003C\u002Fp>\n\u003Cp>To further build credibility, we sought to create our campaigns and adapt our topic focus to fit the COVID news agenda and how this impacted learner drivers at the time. 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