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General-awareness campaigns are designed to target consumers who are at the top of the sales funnel. These campaigns aim to increase overall visibility of your brand and drive traffic to your site by getting content with broad appeal featured on high-authority publications.
Fractl worked with Busbud to generate content that would attract top-of-the-funnel consumers. The company partners with bus companies to help users compare ticket prices, so we decided to create a campaign within the travel vertical for two reasons: The content topic resonates with its target customer yet also appeals to a wide audience.
We moved forward with “The Most Instagrammed Locations,” which reveals top travel destinations in the U.S. and Canada. After using TripAdvisor to identify a list of popular locations for each state, we used Instagram’s API to determine which locations produced the most hashtags for Instagram posts – a final data set of nearly 19,000 hashtags and more than 11,000 locations – and ranked them in every state, province, and territory. The execution was simple – a map that pinpoints each location – and it revealed a list of destinations to satisfy every traveler.
Here were the results from our promotional efforts:
- More than 300 pickups, including Yahoo!, AOL, TIME, Business Insider, Today, Fast Company, Bustle, NBC News, PopSugar, and The Daily Mail in less than two weeks
- Extensive regional coverage – including Boston.com, the Chicago Sun-Times, the Houston Chronicle, and the Palm Beach Post – due to the strong geographic ego-bait
- Multiple local television stations featured the story
- Almost 40,000 social shares
- 40 percent growth in organic U.S. traffic
Busbud saw positive impacts beyond SEO, though, including the following:
- Increased blog traffic
- New partnerships as a result of more brands reaching out to work with the site
- Brand recognition at large industry events
- An uptick in hiring
- Featured as a “best practice” case study at an SEO conference
The lessons from this campaign’s success can be applied by other marketers looking to increase brand recognition while also attracting the target customer.
Align content with your brand’s services to boost traffic and conversions.
One of our biggest goals for any client campaign is to create something that has the potential for high social engagement; however, to boost traffic and conversions, you want this content to also connect to your brand’s services. Busbud is a travel site that partners with bus companies to help users find inexpensive tickets to multiple destinations. This campaign was right up its alley with a strong focus on its audience’s sense of wanderlust.
Tap into regional ego-bait to maximize your outreach efforts and social reach.
Content that includes maps is great for a couple reasons: The data are presented in a way that’s easy to comprehend, and it’s an incredibly effective way to tap into someone’s ego. By including a destination for every state and territory, we enticed audiences to see how their hometown stacked up against others, ultimately igniting an ongoing discussion that encouraged social shares.
Another bonus? It helps you build a connection with publishers. Even when you’re pitching the exclusive to larger publishers, you can usually figure out where editors are located or their hometown. Highlighting a fact about where they’re from or the current city they live in is a great way to make a personal connection and be that much more persuasive in earning a placement.
These data are also valuable when you’re working at syndicating the campaign. A simple Google search of a city or state will provide you with a list of local newspapers. These publishers typically have a highly engaged audience and will help your content maximize its social reach.
Presenting location-based data in a simple and visually appealing way gave this campaign mass appeal. We worked closely with Busbud to ensure that our design and execution were in line with their target audience, and the result – more than 300 stories and thousands of social shares – yielded a significant surge in traffic and overall brand awareness.
Want these results? Find out how working with a leading content marketing agency can help you stand out from the competition, grow your audience, and increase revenue from organic search. Want to hear how Fractl can help you reach your marketing goals? Let’s chat.
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