Ben is a wellbeing charity, providing support for people who work in the automotive industry and their families. The in-house team needed support for their planned marketing campaigns, particularly in the digital space; they were creating onsite health and wellbeing content but needed assistance in helping people discover it.
To support Ben’s planned health and wellbeing marketing campaigns, we developed a digital PR strategy with the aim of building a diverse, healthy link profile and increasing organic traffic to the website.
Our focus was to use the wealth of content already planned/available on the Ben website to pull out story stands for online publications. We used our StoryPlanning process to make the content media-worthy; identifying insights, trends and calendar hooks relevant to the target publications.
Every story included links back to relevant content on the Ben website, which authentically added value to the piece – no begging journalists for links (which is just downright cringy.)
For example, to drive traffic to Ben’s onsite content regarding the identification and management of anxiety, we tapped into a hot topic – Brexit. We highlighted a correlation between key Brexit events since the 2016 referendum and low mental health. The data revealed that Brits were outpouring on social media about feeling upset, anxious and stressed.
In addition to planned activity, we used existing content, as well as soundbite comments from Ben spokespeople, to respond to news stories identified in our daily Newsroom – with the aim of landing Ben’s messaging as well as a valuable reason to link back to content on the website.
The coverage secured was seen by an estimated 2.04million people, across consumer publications such as Metro, as well as target business titles such as HR News and PA Life. The coverage included 66 links across 31 unique referring domains, with an average Domain Authority of 40.
Organic traffic to the website peaked higher than ever, increasing by 43% during the project period (5 months).
Search visibility went also increased, with Ben in positions 1 & 2 for each of the marketing campaign’s keywords.