CLIENT: PPL PRS
Spreading PPL PRS’ love of music with 10x content almost immediately ranking in position 3
PPL PRS are the guys who issue and collect fees from The Music Licence. The PPL side represent performers and music publishers, and the PRS side is a society for songwriters, composers, and music publishers. The ultimate goal is to make sure copyrighted music is played legally in public spaces, e.g., offices, shops, bars, and dentists, and those who create the music are paid accordingly. In summary, they’re good guys.
Content that sings loudly about the power of music
The PPL PRS blog features content that highlights the benefits of music in many different scenarios, such as how music can boost the mood in community spaces and how different music can skyrocket sales for businesses, small and large. In addition to spotlighting PPL PRS’ roster of experts who lend their expertise.
Introducing 10x content to maximise visibility
Our brief was to come up with a highly topical (and even better if it could be evergreen) on-site asset to maximise online search visibility to launch alongside the – at the time upcoming - Commonwealth Games.
After some digging, our research revealed a correlation between sport and music around national anthems.
Do you know the lyrics?
Our idea was to introduce people to the variety of UK anthems they may never have heard of before. So, we created a highly linkable asset, designed with findability in mind, which showed all the relevant information – including the anthem lyrics – in a visually appealing way.
What we did for the blog:
We created four images as our asset. The first is the lyrics to ‘God Save the King’ with pullouts from sentiment analysis and the history behind the songs, producing an informative image that also lets readers learn the lyrics. We then highlighted the countries that make Great Britain's anthems. Scotland, Wales, and England – sans Northern Ireland.
For England and Scotland, we just put the lyrics of their anthems in PPL PRS colours, making sure the words were easy to read. For Wales, we added translations from the Welsh lyrics to make the anthem more accessible to all readers, whether they can understand Welsh or not.
To host the asset, we created SEO-optimised blog content. We used tools like MonkeyLearn and Lexicool to conduct sentiment analysis and check word frequency on anthems across the Commonwealth to see which had the most positive tone to their lyrics.
What we did for the irresistibly linkable offsite media story:
We created a ranked list that could also be used to pitch to relevant target media. Throughout the text, we wanted to highlight Great Britain’s anthem as our main asset was a lyric analysis of ‘God save the King’ (previously ‘Queen’).
We made use of in-house expert Marianne Rizkallah for a comment on the power of music as a community. Because, the media, and Google, both love a touch of authority.
Approaching the evergreen challenge
To add longevity to the story, we made sure to mention other key, future sporting events to rank for those, such as the six nations rugby competition that will happen in February.
Now, only the Royal Family and Classic FM rank higher than PPL PRS for national anthem lyrics, ranking higher in the SERPs than the likes of Wikipedia, BBC Music Magazine and Encyclopedia Britannica.
The sound of sweet (organic traffic) success
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