VMGroupe Leverages the Power of BrightEdge and Community
Learn how Peter Brooks of VMGroupe uses BrightEdge to drive SEO success and become a better marketer
Red Wing Drives 20% Increase in Organic Traffic
Stephanie Elsen leverages Tasks to keep a handle on SEO work across 6 highly diverse software products
Red Wing Testimonial Video
BE303: Digital Career Success Stories: From Practitioner to Organizational Leader - Jolene Pierangeli
Zero to Hero: How the Vivarin Site was Revived – A personal story
Jolene Pierangeli
Associate Director, Digital Marketing
Mylan
Jolene Pierangeli, the Associate Director of Digital Marketing at Mylan, described achieving SEO success with just one person or a small team. She elaborated on the importance of helping everyone understand SEO, elevating SEO in the organization, and building dashboards to manage the data.
Share16 - BE303: Digital Career Success Stories: From Practitioner to Organizational Leader - Jolene Pierangeli
Execute an Integrated Marketing Campaign Successfully
The 5 Ws to Executing Integrated Campaigns
How to Plan, Develop, Execute and Track an Integrated Marketing Campaign
Audiences no longer consume media in silos. As a result, taking a holistic and integrated approach to the creation, optimization, distribution, and measurement of all your digital marketing efforts should be your marketing norm. Building successful, integrated, and scalable integrated campaigns require that people, resources, and sometimes entire companies be mobilized to achieve key business goals.
Launching integrated marketing campaigns requires comprehensive planning, adequate development time, clear objectives, reliable tracking, budget, and staff.
Successful integrated campaigns - both in terms of efficiency and impact - are integrated and delivered via multiple channels and media. In this report, we’ll explore a high-level overview and prescriptive approach to planning, executing, and evaluating a successful integrated marketing campaign.
Uncover the five W's of successful integrated marketing and download the whitepaper today!
Integrated Campaigns White Paper
Rackspace Increases Organic, Non-Branded KW Traffic 212%
Rackspace realizes gains through on-site changes and launching an earned media campaign
1100%
increase in keyword position
212%
increase in site traffic
THE PROBLEM
Rackspace’s SEO campaign has been active since 2011 and is driving a significant percentage of visitors to the company’s website. Rackspace’s overall goal is to increase revenue through lead generation and customer education. It can attain that goal by constantly improving search rankings on a large scale and continually increasing organic traffic to its website. Despite having hundreds of thousands of clients and an international reach, Rackspace still faces formidable competitors like Amazon Web Services (AWS), GoDaddy, Terremark, SOFTLAYER and Microsoft. These real-world competitors often translate to online competitors and can outrank Rackspace in the sheer volume of specific and targeted keywords. These heavy-hitters also can earn a greater share of voice for several targeted keywords. Using competitive analysis, Rackspace revealed a content gap with its largest competitor. The on-site content gaps are most acute with white papers, guides, videos, catalogs and FAQs.
THE SOLUTION
Increasing on-site production and launching an earned media campaign are necessary for Rackspace to realize movement on its chosen keywords. The earned media campaign leverages both syndicated and non-syndicated methods to place content across a wide variety of relevant online domains. Through targeted and persistent outreach, the PR team earns the placement of feature articles on blogs and other digital media outlets. This earned media is always relevant to the website’s content as well as its readership. The article usually features a link to Rackspace’s site and may include a brand mention. Other types of earned media can potentially include static or interactive infographics, social media mentions and shares, as well as traditional digital PR. PR specialists stay up to date on industry news in order to produce the most relevant content for both Rackspace and the audience of the site it is placed on. Specialists maintain regular correspondence with niche influencers in addition to identifying new opportunities; personalized outreach is done primarily through email and social networks. BrightEdge is used to help track the relationships established. It serves as an indicator that highlights specific sites where industry-specific audiences gather. Using BrightEdge, Rackspace is able to track more than 1,000 targeted keywords and determine share of voice for each keyword, receive recommendations for landing pages, and identify link-building opportunities.
THE RESULTS
Rackspace is an organization that already had a known brand, vast reach, and clientele, so moving keyword rankings to top 6 takes the right resources and expertise. Rackspace’s SEO and content campaign aims to rank for a wide range of keywords. Rackspace increased rank for 6 non-branded keywords an average of 61 positions, moved all onto the first page to average position 5.6, and increased traffic to their site by 212%.
We’re shifting from being very keyword-centric to focusing more holistically around the user experience and how the user interacts.
Request a demo of the BrightEdge platform today!