Marmalade’s challenge was a big one. They were up against Google’s increasing and ongoing emphasis on EAT in the Your Money Your Life sector, plus the prevalence of comparison sites and direct providers in the SERPs. Times were tough and a more strategic approach to digital marketing was required, our strategy was to:
- Work collaboratively with their internal SEO team who identified a need to build links to drive overall authority and ranking improvements for the “learner driver insurance” category
- Analyse the terms competitors ranked for, to give us insight into the type of content we should create in order to effectively compete in the SERPs and target a similar audience
- Implement a digital PR strategy which would achieve against SEO goals as well as building the brand and positioning them favourably with their audience
- Deliver campaigns that would resonate with two very different audiences (learners and parents) by having a thorough understanding of their challenges and motivators
We had a bank of ideas from which to draw and one overriding strategic driver: to support young people.