Content Marketing & PR
River Street Event’s highly popular collection of BBC Good Food Shows and BBC Gardeners’ World Live are regarded as some of the most successful consumer events in the UK with over 230 000 visitors attending each year.
The BBC Good Food Eat Well Show is one of three new events they’d just added to their portfolio when they brought us on board. The show revolves around healthy brands, products, food producers, celebrities and famed chefs – all dedicated to showing visitors how to balance a healthy lifestyle with their love of good food.
River Street Events asked us to create a solid SEO, Digital PR and Content Marketing strategy to help build brand exposure and drive ticket sales for one of their new shows – the BBC Good Food Eat Well Show.
With seriously high targets to achieve in less than seven weeks, we put the pedal to the metal and got to work immediately.
To build brand awareness for the new show, we set out to reach and hopefully exceed high SEO and Digital PR targets in just seven weeks. They were:
- 20% traffic growth week-on-week – extremely tricky due to this being a brand new event
- 30 PR listings
- 15 Competition inclusions
- 15 Ticket offers
- 10 Talent placements
Tools to Get the Job Done
Initial analysis showed us that key areas of the site lacked necessary SEO elements. There was also a lack of visitor data and management insights, so we set to work updating these things so the brand could receive the best exposure online. We made sure that Google Analytics and Webmaster Tools were configured to obtain the best possible data to work with.
Discovering What the Audience is Searching For
In phase one, we focused on keyword research to identify opportunities where we could optimise key landing page meta data to drive targeted traffic to pages. Then we were able to advise on new landing pages that would add value to the website. This also allowed us to discover and explore new content marketing angles.
Where the site previously only had one landing page featuring all the experts involved in the show, we decided to create single expert pages to gain further search engine reach. Here’s an example of one of them:
By adding these pages, we had another opportunity to optimise page titling and meta data to drive traffic.
Getting our PR on
With just under seven weeks to go before the show, we had to target the strongest consumer titles to get the best impact. So we started fleshing out the types of personas that would be interested in attending the show. This included men concerned with health and wellbeing, clean eaters, health foodies, gym goers and lifestyle conscious individuals with active habits. We started targeting the kinds of titles they would be most likely to read, and began selling in segmented content.
By targeting consumer and lifestyle titles and focusing on a younger demographic, we gained coverage in highly influential titles like Elle, Red and Harper’s Bazaar. We also ran competitions with titles like Take A Break, Love It!, Eat in Magazine, Bella and Yours.
In total, the show was featured in 31 titles in print and online, with 26 competitions placed, 28 promotional codes issued, 11 talent interviews and recipes placed and 30 events listed. Titles varied from exercise and women’s lifestyle issues to food bloggers, London titles and men’s magazines.
The total target of Digital PR exposure was set at 70, but we went way beyond and delivered 98 PR hits in less than 6 weeks!
Creating Content BBC Good Food Readers Love
We discovered during research that browsers are really interested in learning how to create healthy and good looking food – easily. So we started conceptualising a series of content pieces to educate and entertain.
Healthy Food Hacks and Origins
One of the first was a set of ‘Healthy Food Hacks’, which included simple tips and tricks on preparing different foods. Next we published ‘Healthy Food Facts’ which focussed on niche food ingredients and their origins and uses, along with beautiful imagery, which performed really well on social. Two additional pieces of content created at the same time are being kept for a future show.
We promoted our content across various channels, from social to content syndication sites and more. Overall it was a great success, driving over 4000 users to the site and creating awareness of the new show. The number one source of traffic to the site was organic traffic, which showed us just how much people are actually searching for this kind of content.
We syndicated our content using Outbrain, a network which allowed us to buy extremely targeted ad space on large networks. We used it for the first time during the BBC Good Food Eat Well Show campaign, with Healthy Food Facts receiving some great exposure.
We exceeded the 20% week-on-week growth target and achieved an average growth overall of 37%!
We approached some of our clients & external publications to help give away tickets to the show by creating a buzz on their social channels.
A substantial increase in traffic and obliterated PR Targets.
“We worked with MediaVision on the BBCEatWellShow and they delivered fantastic SEO, Content Marketing and Digital PR work. The results have been great, taking us to a new level of digital marketing. Their knowledge and skill combined with positive energy make them a pleasure to work with. Since then, MV has been appointed to work on 3 new BBC campaigns, we know this is the start of a long relationship.”
Marilyn Jarman – Marketing Director