Intro
Bump, Baby & You has a huge and loyal social parenting community grown predominantly via Facebook. As their freelance digital content editor, I was brought in to build a content strategy that would consider SEO opportunities and site growth.
Who
Mother and baby website
The starting point
Web content was a mix of shopping content, user generated content from the blogging community, parenting news and celebrity updates. This was promoted via social platforms and a site newsletter. Social metrics, an engaged community plus Google Analytics gave a fantastic starting point to:
- Analyse what content was already resonating with the parenting community to feed into an editorial strategy.
- Identify top-performing content to update and distribute regularly.
- Plan a more diverse content calendar that matched community interests to shopping partners.
What we did & challenges
Working alongside the existing content team, I immersed myself in the social community. This helped me get a feel for the content needs of the community and how we could involve them.
The lovely Bump, Baby & You team were hugely passionate about serving their community so we looked to create long-term content assets such as evergreen parenting checklists. These are great for onsite SEO, linking and social sharing. I provided introductory training sessions, sharing journalism skills such as how to find and source comments from experts on sensitive topics to provide more useful content that builds trust.
I created a forward-looking content plan taking into account seasonality through research using tools such as Buzzsumo and Google trends. We also looked forward to upcoming milestones in the parenting calendar such as changes to benefits and legislation. Best-performing content was also worked into the sharing schedule.
Results
I created evergreen SEO content around key parenting milestones, plus seasonal and emotive content. Highlights of results include selling out products in a shopping guide that was planned to be holiday and weather sensitive, plus winning tens of thousands new site visits by creating a niched content gifting guide using longtail keywords. Posts I created and updated are still ranking in top five and first positions for their search terms.
Campaign Statistics
- Huge social community with website
- Content direction
- SEO opportunities
- Diversify type of content
- Diversify type of content
