This document outlines a content marketing strategy to improve organic traffic and rankings for a client's car hire pages. The strategy involved analyzing the client's business, identifying opportunities, and creating a three-pronged approach involving commercial, informational, and creative content. Seventy-five new pieces of content were produced across 500 optimized pages in the first 4 months. Research was also conducted to identify topics and publications for outreach. The results included 60 pieces of media coverage reaching over 900 million people and generating social shares and backlinks, helping achieve the client's organic goals.

1. re_signal

2. @re_signal
Driving Content
Marketing Success
Irma Hunkeler/Ed Trippier

4. V
Organic Traffic

5. ●
●
●
●
●
We analysed
their line of
business

6. We identified an
opportunity on their
car hire pages
@re_signal@ed_trippier@irmahunkeler

7. ➔ Improve organic transactions
➔ Improve organic traffic
➔ Improve organic rankings
Setting
clear goals

8. 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

9. Analysis of their
car hire category
Technical audit, content audit,
competitor analysis, KWR and
general analysis.
1. Identified
2. Identified
3. Identified

10. We put together a
content strategy

11. We broke the content
down into three
approaches
1.
2.
3.

12. These three
approaches aren’t
distinct, they work in
conjunction with each
other.

13. Commercial

14. 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

15. Informational

16. Informational

17. Informational

18. Informational

19. Car hire excess
insurance
‘Car hire insurance’.

20. Creative

21. The purpose of creative
project was to...
1.

22. 1.
with
a focus on car hire.

23. 1.

26. Majestic
Buzzsumo
SharedCount
Research

28. Research

29. Research

30. Research

33. ‘Mythical Creatures’

35. regions and
priority product pages. And
we could maximise
potential with publications

42. Talent pool

43. Production

44. Production

45. Production

46. Production

47. Production

48. Production

49. Have a
Digital PR
Promotion
Plan

50. 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

51. ●
●
●
Overall Strategy Results

53. “Creativity requires input, and that’s
what research is, you’re gathering
materials with which to build.”
Gene Luen Yang

58. Irma Hunkeler
ihunkeler@resignal.com
@irmahunkeler
www. resignal.com
Thank you for
listening
Ed Trippier
etrippier@resignal.com
@ed_trippier
@re_signal