AO.com came to Zazzle Media on the back of a significant manual action penalty. The Appliances Online brand had been hit hard by Google, and an extensive disavow campaign left previous domain lacking any credible link equity.
Having moved to AO.com, the client needed to regain search visibility and build awareness of the new brand. However, following previous events, the client was incredibly tentative towards any form of outreach or link acquisition activity.
It was therefore vital that we not only developed a content marketing strategy that achieved natural backlinks but also earned coverage in high authority and targeted publications, and allayed the client’s reservations about content outreach activity.
What followed was a content marketing campaign that was focused on delivering quality, usable and engaging content to a key section of their target audience.
A complete content marketing solution that would capture the imagination of the public and the media on one of Britain’s biggest consumer issues. The client’s strength in kitchen appliances, we believed, meant that it could make a meaningful contribution to a growing discussion in the media around food shopping and waste.
We would discuss various issues relating to food waste and reducing household spending on food, with the aim of engaging new audiences and encouraging them to make the most from their weekly food budget.
Our campaign would include a wealth of useful content ideas to engage publishers and online influencers, increase exposure of the brand and build natural links.
In order to make this content really move, we devised a content outreach strategy that would generate excellent levels of media exposure, increase brand awareness, drive traffic and generate natural backlinks from high authority domains. Part of this outreach campaign was the £40 Challenge, in which high profile bloggers and journalists were challenged to feed their family for a week with nothing more than a £40 supermarket voucher.
This campaign generated high levels of discussion and lots of engaging content, as well as prominent coverage in publications such as The Daily Mail, TNT Magazine, Metro Radio and Yours Magazine.
In total, more than 75 pieces of high quality, engaging content were produced for the AO.com Food Waste campaign.
This content helped to secure 73 pieces of high quality earned coverage. This coverage was a crucial factor in regaining link equity for a brand that had previously gone through an extensive disavow process, which had left it with a very small backlink profile.
Our efforts helped the brand to improve SEO visibility and drive traffic to the site, and the quality of these placements also helped to raise awareness of the brand. In total, we achieved more than 80 content placements, which achieved an average Trust Flow of 29 and a Citation Flow of 25 – well ahead of target.
The campaign delivered in excess of 10,000 unique visitors in the first three months, and resulted in substantially increased search visibility.
“A really good agency. Good account management, good feedback loops and they do what they said they would do.”