Sovereign– The impact of valuable content
A Travel Case Study
"Propellernet produced our 'Insider's Guide to Cyprus' with two main aims, increasing useful content on our website for customers and also as a focus for SEO-PR. As a result of this we also saw Sovereign's positions rise and traffic to the site increase, so off the back of this success we have now extended the 'Insider's Guides' to other destinations."
Creating useful content as link bait to contribute to Sovereign jumping from the bottom of Google page 3 to the top of page 1 in 4 months.
Discover.
Content is key to a successful campaign and our persona insight research identified the need for useful and informative content on Sovereign's website. We looked at the assets that Sovereign already owned that we could maximise. We identified their concierges, who have great knowledge of local information and could help create destination guides tailored to Sovereign's search personas. The guides would add content, improve the customer's online experience and sit as a link bait tool to fuel the SEO campaign.
Conceive.
We identified Cyprus as a destination that would have the biggest revenue potential for Sovereign so we began developing a unique insider's destination guide about some of the hidden delights of Cyprus. We knew that the content needed to be of high quality, so we worked closely with the concierges for tips and insights that only locals would know. To ensure this was of use to Sovereign's target audience, we provided information on fun things to do with the family for the 'Flourishing Family' persona and recommended local restaurants and quirky festivals to visit for 'Wrinkly Wrangilies'.
Deliver.
We worked around web development restrictions by producing the guide in a PDF format, which was easily downloadable from the site. Once live, we began seeding the guides through traditional PR methods such as pitching to our network of travel writers, issuing press releases and newswire distributions. This generated discussions online about the guide and links back to Sovereign from travel websites, luxury websites, silver surfer websites, blogs, online lifestyle magazines, trade and news websites.
Prove.
The guide is on site now, naturally generating links and improving the customer journey, and the results are beginning to show:
- Sovereign's ranking for 'Cyprus holidays' increased from position 29 to position 6 in four months
- Year on year there was a 1078% increase in traffic from 'Cyprus holidays'
- There were 155 downloads in the first 6 months alone
It was such a success that the Insiders Guide was then developed into a series and produced for Tenerife, another key destination.