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