Due to a lack of visibility, CarMoney needed strong backlinks not only from well-known general publications but also from relevant automotive publications to improve their authority. Because of this, we knew we needed to have a variety of techniques to acquire quality backlinks.
Our main focus during the campaign was to create data-led content marketing campaigns that were well-researched and well-made, designed to offer multiple angles. As an example of this, for one of our campaigns, we analysed search data and created a list of ‘The Most Googled Car Problems’ for the CarMoney website. This was outreached using multiple angles, including ‘a simple 20p trick that could save you a £2,500 fine’, which picked up 16 pieces of organic coverage.
Another campaign we ran was the ‘Crash Map’. Here we used freedom of information requests and data to compile a list of cities across the UK that had the most dangerous roads, based on the number of road traffic collisions. This gained great coverage from large publications like MSN, local publications like EdinburghNews, as well as automotive sites like Intelligent Instructor.
To supplement our content marketing campaigns, we also produced several reactive digital PR campaigns in response to related news events and industry trends. For instance, when the highway code was updated, we quickly jumped at the opportunity to respond with CarMoney expertise by providing journalists with ‘The most surprising updates that can land drivers fines or penalty points’, such as stopping after the white line at traffic lights and updates around mobile phone usage.
By utilising a range of techniques in our UK strategy, we were giving the client the best chance of being recognised and ranked as a leading industry expert.
Much like the UK strategy, after being tasked with gaining national and relevant coverage in Australia to quickly boost CarMoney.au backlinks, we reangled a previous campaign and focused on relevant Australian publications to start building new links to that specific domain.