Advertise.com is an online advertising network—bringing together advertisers, online advertising agencies, and publishers to boost their digital ROI. My team and I at Big Presence Agency put together a comprehensive, Digital Marketing Strategy for their marketing team. The goal was to create baseline standards for digital marketing, create a content strategy that would specifically target Advertise.com’s key buyer personas, and outline an actionable SEO and lead generation strategy for 2016.

Advertise.com's Ideal Customers

Along with their sales team, we created generalized representations of Advertise.com's ideal customers based on market research as well as on insights we gathered from the actual customer base. These persona cards will help their team and future employees better understand customers (and prospective customers) and make it easier for their team to tailor content to the specific needs, behaviors, and concerns of different groups.

 

A Six month, Content Roadmap

Within the cards for each persona were detailed goals and challenges, along with a list of ways advertise.com could help them achieve those goals and overcome their challenges. We used this information to create a six month, content roadmap.  In addition to content topics and titles, the road map includes resources, CTA's and keywords to use for each article.

The topics create awareness around new and existing problems, align with business issues and drive urgency, and validate advertise.com as a solution.  This enables them to use these assets to communicate with prospects at any stage of the buyer journey.

 

Optimized Content Templates

Whether or not people should judge a book by its cover they most definitely do, so to ensure content was presented elegantly and effectively, we provided content templates for eBooks, Case Studies, and blog articles. The templates reflected the brand's unique identity and adhered to best practices.

 

Improved Site Visibilty and Search Engine Rankings

By researching SEO and paid search CPC campaigns, we have identified the most competitive and high-value keywords for Advertise.com’s industry. We included the keywords in their content roadmap as well as in the page title structuring strategy we created for their site. Optimizing the site's naming conventions helps search engines crawl the site's pages and by utilizing keywords that are relevant to the customer base, they establish themselves as an authority on those topics in search engine rankings.

 

 

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