The client

Company Check is the UK’s most used source of business data. Company Check’s website is accessed by more than 3 million users each month who between them conduct over 300 million searches as part of their due diligence processes. An established brand, they already ranked highly in Google’s search results pages but wanted improve brand recognition through quality features in relevant press.

The challenge

Company Check was an established brand with high levels of traffic each month. However, with new competitors into the marketplace, they wanted to increase brand awareness so as to gain brand loyalty.

Together with Impression’s digital strategy team, Company Check identified the small business market as their niche and adopted an approach comprising a combination of digital PR, content marketing and CRO to turn prominent PR features into converting customers. Our goals were to:

  1. Grow brand awareness and build authority via high authority (DA 40+) links and broad business coverage amongst target business publications.
  2. Drive traffic and new leads to the Company Check Hub.
  3. Prove hypothesis better conversion rates amongst Hub visitors than general visitors.

The strategy

Company Check receives more than 3 million visits per month and the client was keen not to interrupt the user journey of the main platform. Such a volume of traffic also limits tracking abilities, so to mitigate both of these factors, and to provide a non-salesy area for users to engage, we developed the Company Check Hub.

The Hub was home to wide range of content marketing pieces. This is where we would help to generate engagement with the brand on site, and from the content would come stories for us to pitch into the media and gain links and features as desired by our client.

Content would be derived from four core sources:

  1. Using Company Check’s own (huge) data bank
  2. Utilising external data sources and topical hooks
  3. Creating ‘news from nothing’
  4. SEO-driven keyword research

Using Company Check’s own data bank

Example 1: Golden Goals

‘Golden Goals’ tracked the performance of clubs in the Premier League according to business metrics including net worth, assets, cash in bank and, via calculations, cost per goal. Users could reorder the table by these metrics – all of which were drawn direct from the Company Check database, thus showcasing the power of that data.

This resulted in a range of news stories, including that Liverpool had the highest ‘cost per goal’ that season. This was featured in publications including City AM.

Example 2: Apprentice; Where Are They Now? – http://hub.companycheck.co.uk/community/apprentice-where-are-they-now/

This piece ranks highly for its title and receives thousands of visits each year, spiking every time the show starts for another year. This was a simple summary of the business metrics of the businesses into which Lord Sugar had invested.

Using external data sources

Example 1: Happiness in Business

We cross referenced Rightmove’s Happy At Home data with business metrics for each city featured, enabling users to reorder the table based again on metrics like net worth, assets, cash in bank and also on total number of new businesses incorporated.

This resulted in news stories such as unhappiness apparently leading to entrepreneurship, which appeared in publications including Growth Business. We were also able to use a backlink analysis on the Rightmove piece to identify targets who were happy to feature our piece as a follow up.

Example 2: Anatomy of a Success Dragons’ Den Pitch – http://hub.companycheck.co.uk/community/anatomy-successful-dragons-den-pitch/

Having identified an appetite for reality TV content amongst our audience, we used Wikipedia data to find out which combinations of factors were most successful on Dragons’ Den.

From this we then drew a series of news stories, including that businesses in the food industry were most likely to succeed in gaining investment. This resulted in features including Food Manufacturer, and was supported by additional expert analysis from people like Jane Milton, who manages Deborah Meaden’s food business portfolio, and previous Dragons’ Den pitchers.

Creating ‘news from nothing’

Example 1: Business Census – http://hub.companycheck.co.uk/community/business-census-2017/

A survey of Company Check’s huge user base.

The Census was written in such a way that we knew responses would go one of two ways, and that either way, a news story would be generated from it. We also asked respondents to provide their location, size of business and age and size of business, allowing further segmentation of their answers

The Census results became 48 separate press releases which were sold into local, national and trade press and led to the collection of over 7,000 email addresses from those keen to download the report (which was a fully designed PDF).

SEO keyword research

To support the growth of the Hub via organic search, we also used keyword research to identify topics of relevance to our target audience and wrote blog posts which then appeared in weekly summary emails to existing customers, as well as via organic social to a new audience.

The results

As well as features in Forbes, Yahoo News, International Business Times, The Herald, Elite Business, Business Zone, Virgin Entrepreneur, Hiscox, Talk Business and more, we also achieved:

16,000 +
downloads of the Company Check Business Census, resulting in new leads for the business
7,000 +
sign ups to the Company Check Business Community (and growing), providing a key area to engage with the audience
30,000
visits month to the Hub, the content area set up to house content pieces and attract users who then make up key remarketing audiences
2,351%
conversion rate increase on Hub visitors compared to main site traffic

“Impression’s PR and content team has helped us to achieve brand placements in places we never would have been able to reach on our own. Their understanding of our brand and our customers has meant every feature they’ve secured has been spot on in terms of where we want to be seen and what we want to say. They have combined use of our existing assets with the generation of new data and new assets in some incredibly creative ways. The relationships our brand now has with big name publications will come in incredibly useful in our future endeavours too, and we look forward to continued work with Impression for a long time to come.”

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