The brief given to us here at Distinctly was to carve out an identity for the BoConcept website within their core market – namely designing and selling modern, contemporary and designer furniture. Furniture retail is a very competitive industry which necessitates only the best marketing techniques to succeed and demonstrate continued growth
As a part of our ongoing SEO activities with BoConcept, the campaign’s aim was to utilise content marketing and leverage brand equity to engage some of the most influential interior design writers and journalists online. Ultimately the intended outcome was to build brand advocacy, resulting in natural backlinks from hugely relevant and authoritative sites.
What we delivered
Our strategy was to “crowd-source” space-saving tips from leading ‘’influencers’’, then compile the views of these industry leaders into one, hugely flattering piece. This naturally helped develop relationships between the contributors and the BoConcept brand to the extent that many of them have linked, without prompt, to our work and shared it widely across social media.
This strategy delivered premium quality backlinks and there is also the potential to derive further value. As for the content itself, it now ranks on page 2 for “space saving tips” and we expect it to rise further as it is picked up on by existing customers and further promoted through social channels and email marketing.