For Asphalt Kingdom, a creative approach to content marketing-based link building was adopted. The strategy involved targeting different customer personas and demographics with content that would be compelling and relevant to them. A linkbait piece featuring 3-D chalk art was developed, which was fun, unexpected, and had the potential to be a social media sensation. For Candy Direct, the absence of content opened the door for keyword research, creative brainstorming, and other possibilities. A multi-expert piece was compiled, interviewing Candy Stylists from around the world on how candy buffets can add pizazz to an event. A social engagement strategy was also implemented, involving a contest to guess the number of jelly beans in a jar to win cash, reinforcing the brand's nostalgic/vintage candy theme.
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