Using content that got them seenand drove footfall.

How we used content to build authority and drive footfall for one of Britain’s most recognisable motoring brands.

Using content to get coverage for Halfords Autocentres amazing MOT deal.

Client

Halfords Autocentres

Expertise

Content

Distribution/PR

The background

Halfords Autocentres came to Zazzle Media looking to build authority and get its message heard in the competitive world of vehicle repairs and maintenance.

With the competition all using aggressive promotions in order to get the attention of consumers, Halfords Autocentres were looking for ways to increase their visibility in organic search for key products and services, whilst making their voice heard above the competition.

With tight timeframes and ambitious targets, we put together a strategy that would use content marketing to build authority, get the message of Halfords Autocentres to the audiences that they wanted to reach and drive in-store footfall and auto centre reservations.

Content that... Got them heard.

With their competitors using aggressive offers and promotions to get the attention of motorists, we needed to make sure that Halford Autocentre got its voice heard too.

With a seasonal offer for a free MOT and working seamlessly with Halford’s other partner agencies, we deployed a content-led PR campaign that would encourage consumers and the media to take note.

Halfords Autocentres wanted coverage across a broad range of niches and that is what we delivered, finding unique hooks and angles for a wide range of media, including national and regional press, motor industry publications, consumer advice websites and a wide range of lifestyle media.

With close to 110 pieces of coverage achieved in less than six weeks, we definitely got the Halfords Autocentre message heard.

Content that... Builds authority.

Being heard is one thing, but there was so much more to this than making a lot of noise. As an established search marketing partner of Halfords Autocentre, our activity was about building high quality referrals that enhanced the brand’s authority in organic search.

It was important that those 110 pieces of coverage didn’t just come from anywhere, but that they came from high authority, credible publications with a reputation for content.

By focusing on creating content that would build authority, we were able to earn coverage on high-quality national publications including The Express, Planet Radio and ITV. In addition, we caught the attention of close to 50 high-authority regional publications and ten of the motoring industries most renowned media outlets.

These publications provided both high quality coverage and high quality referrals, with an average domain authority of 44, showing that the Halfords Autocentre message was peaking the interest of extremely credible sources.

Content that... Drove footfall to stores.

With such great media coverage, referrals to boost search visibility and a compelling MOT promotion to offer, this content drove motorists, quite literally, to Halfords Autocentre.

We were able to drive a peak in enquiries online for Halfords Autocentre services, including MOTs, allowing the client to quickly realise a return on investment.