Brief
Aiming to drive brand awareness and achieve higher search engine rankings, bcalm tasked Artios to undertake a data-driven content marketing campaign.
This would ultimately lead to relevant, newsworthy content which was likely to be picked up by mainstream press – valuable for search engine results and awareness alike.
Strategy
Artios began by analysing previous coverage of panic, bcalm’s focus area. This was conducted using artificial intelligence and an algorithm that could examine media coverage in the past three years. In addition, market research was carried out through an independent agency, providing essential information that content could be built around.
The results of these processes were analysed to identify the content formats and topics that would be well-received and gain traction, as well as the publications that were most likely to take interest in the content.
Execution
Armed with a statistically-proven insight into the content that would be most effective, Artios created articles that highlighted areas of the UK where panic attacks were most prevalent. The combination of an interesting statistic, a clear relationship to bcalm’s product offering, and the timeliness of the study, led to high quality content that met the demands of top-level editors across the UK.
Result
The content was covered extensively in mainstream press, including both The Guardian (‘Which UK city suffers the most panic attacks?’) and The Huffington Post (‘Panic Attack Hotspots Revealed’).
The impact of this work on the bcalm website was significant. In just 48 hours, the content brought 876 visits to the bcalm website, with a 2.5 per cent conversion rate. After two weeks, bcalm’s search engine rank for non-branded keywords had grown by 33 per cent, along with an increase in branded searches for ‘bcalm inhaler’.
“What Artios have achieved for our, then completely unknown, brand bcalm is simply amazing. Thanks to their AI technology and journalist relationships, we were able to identify PR opportunities and get into the mainstream media without it costing us the earth. What was quite surprising was the amount of sales and brand awareness generated. As a result, we’re doing more content marketing with Artios in the UK and charging them to also promote us in the US. We couldn’t recommend Artios highly enough!”
– Geoffrey Wolf, bcalm.