To design a content focused campaign to capitalize on the sheer volume of unbranded search queries in the automotive industry; to intercept undecided vehicle shoppers at the search engine and drive them to consider GMC by providing valuable information.
Content Category Research
: Based on a variety of data, the team identified three topic categories at the intersection of the most popular queries, least competitive topics, and existing content gaps: towing and trailering, fuel efficiency, and vehicle performance.
Content Development
: While GMC’s creative agency developed thirteen “core” content pages for the three categories, iProspect and partner Skyword created ninety supporting lifestyle articles. Skyword’s content platform enabled the team to assess the content against preset goals, and to coordinate the extensive and formal multi-party review process.
Content Syndication:
To augment the initial organic search success, iProspect engaged Outbrain (a paid media syndication partner) to promote the content via their network of more than 100,000 blogs and sites. Links to GMC’s content appeared at the bottom of native content on highly trafficked sites (Huffington Post, CNN, etc.) under headings like “Related stories from around the web.”
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“With innovative thinking and collaboration, iProspect and GMC improved un-branded SEO ranking and drove traffic. GMC also gained some surprising and valuable insights about that traffic.”
