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HomeMy WebLinkAbout06. VLMD_Adrian Awards 2024 SubmissionMULTI-CHANNEL CONTENT STRATEGY Integrated Campaign OBJECTIVE GOALS STRATEGY RESULTS DiscoverVail.com launched in 2020 and with that came the need to grow traffic and establish the site as the authority on Vail all year long. In 2023–2024, we developed a multi-channel content-market strategy to: • Increase awareness about Vail • Expand site traffic • Increase eNewsletter participation • Grow traffic to site from paid media THE WHY OBJECTIVE GOALS STRATEGY RESULTS Objective: We focused on increasing awareness about and growing site traffic to DiscoverVail.com in three ways: THE GOALS Creating inspirational and useful planning content focused around SEO keyword and content gaps GOAL 01 Optimizing existing site content using SEO best practices with an established brand voice and style guide in mind GOAL 02 Pushing newly created DiscoverVail.com content to audiences and increasing site traffic via eNews and paid search with dynamic A/B testing GOAL 03 OBJECTIVE GOALS STRATEGY RESULTS To shape our strategy, we audited the site’s content for SEO performance and key pillars like seasonality, sustainability, DEI and more. This audit identified content and keyword gaps, guiding new content planning and competitive keyword targeting. We also analyzed eNewsletter engagement to align content with audience interests. We then developed a data-driven, monthly content strategy, focusing on pushing owned content via eNews and paid search to boost traffic and awareness around optimized content. THE STRATEGY OBJECTIVE GOALS STRATEGY RESULTS We measured the effectiveness of the campaign in the following ways: • Organic keyword growth • Site-traffic growth across organic, email and paid-search channels THE RESULTS 53 NEW CONTENT PAGES Created for DiscoverVail.com 90 OPTIMIZATIONS of Existing Content From March 2023–July 2024: OBJECTIVE GOALS STRATEGY RESULTS THE RESULTS The results across channels were tremendous: Organic-Keyword Growth From March 2023 (when the campaign officially began) through July 2024: Ranking Keywords for DiscoverVail.com grew 116% Page 1 Keywords grew 79% Page 2 Keywords grew 90% OBJECTIVE GOALS STRATEGY RESULTS THE RESULTS Organic, Email & Paid-Search Traffic Growth From Aug. 2023–July 2024 (compared, YoY, to Aug. 2022–July 2023): ORGANIC SEARCH Users increased by 90% Sessions grew 150% Engaged sessions increased by 176% EMAIL Users increased by 172% Sessions grew 181% Engaged sessions increased by 182% PAID SEARCH Users increased by 42% Sessions grew 49% Engaged sessions increased by 56% OBJECTIVE GOALS STRATEGY RESULTS RETURN ON INVESTMENT Incremental value of over +$378,741 due to YoY user gains across channels! THANK YOU DiscoverVail.com