When Asphalt Kingdom came to us, we quickly realized they were the say-all-be-all of asphalt and asphalt-related products.
Yet they weren’t receiving the traffic we felt they deserved, nor the quality or quantity of backlinks needed to rank well in search results.
Their needs were twofold. For one, they needed strong, natural links back to their site to boost overall SEO health and in the end, revenue.
Second, Asphalt Kingdom wanted to use the opportunity to increase brand awareness.
We worked with Asphalt Kingdom to think outside the box on its overall approach to Content Marketing-based link building. They were looking for creative solutions for bringing more attention to their brand while developing backlinks.
We developed and focused on targeting different customer personas and demographics with content that would be compelling and relevant to them. We wanted to create a piece that would meet Asphalt Kingdom’s goals and be unexpected for an eCommerce site.
Eventually we compiled a linkbait piece featuring 3-D chalk art. It was fun, unexpected, interesting and had the potential to be a social media sensation.
By stepping outside the realm of traditional content marketing, we found a huge hit within the asphalt community and beyond. In less than 30 days, we received 121 links and more than 4,200 social shares. The social shares are significant, as they send social signals back to Google, which can influence rankings. Best of all, none of Asphalt Kingdom’s competitors are doing anything close to this, giving Asphalt Kingdom a strong competitive edge for brand awareness.