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Pulling in Web Hits - Irrelevant Content is Relevant

Pulling in Web Hits - Irrelevant Content is Relevant

Content is the key to boosting web hits and raising brand and product awareness, social content marketing gurus have revealed.

According to UK social media agency Red Rocket Media, which specialises in social and content marketing, content is crucial and even ‘irrelevant content is totally relevant’ when it comes to pulling in the hits.

The company’s business development manager, Ben Hanvey, said as social media sites continue to flourish for advertisers and publishers, more people are realising they need content to improve rankings and build a greater brand awareness.

Key to Social Media Success

Hanvey said content marketing, such as a regular supply of high quality, original content published on a website, tied in with complete management of day-to-day social media activities, is essential for the pathway to social media success.

In an interview with A4u at this week’s TFMA event, Hanvey said: “People need to treat their websites as a shop window – so you wouldn’t just put a bunch of flowers in the window - you need to spend money, improve it and fill it with what people want.”

To exhibit the importance of content, Red Rocket Media, which is part of the VerticalLeap content-driven search marketing company, conducted a nationwide competition.

In its quest to find ‘Britain’s Best Office Dog’, they asked people to send in a photo of their office dog, with a brief description on why their canine should win. Entries were uploaded daily to their website and a selection of individual pooches were then regularly uploaded to their social media platforms.

Social Links to Website

In January, with the use of voting buttons under each dog on the company’s website, the public were then invited to vote for their favourite mutts.

The company had pre-programmed the Twitter button, for each dog, to automatically generate a tweet – which of course included the company’s Twitter handle. The website’s Facebook button also linked through to a photo of the dog on the company’s Facebook page.

Hanvey said the competition generated a 73% increase in Twitter responses and Facebook engagement levels rose from 5% to 40%.

Making Connections

Visits to the website more than doubled – from 5,173 to a whopping 12,786. The company chose ‘office dogs’ as in the majority of cases it is the managing director who owns the dog – allowing the campaign to ‘emotionally connect’ with top level decision makers.

“The office dog competition was not in the slightest bit relevant to our line of business, yet interesting enough to our audience to make it become highly relevant,” Hanvey added.

As the performance marketing industry is becoming more and more saturated, Hanvey stressed how it is key that the business offers people a point of differentiation.

“It is about differencing yourself in the market, being transparent and honest and providing people with the right tools,” Hanvey added.

Do you agree with this strategy? Is content the key to success?

Pippa Chambers

Pippa Chambers

Freelance News Journalist at PerformanceIN - working to source the latest and breaking news in performance marketing. 

From newspapers to national B2B magazines and technology reporting, I have covered a variety of genres. NCTJ/NCE qualified.

Please email me at and follow me @PippaC1

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