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May 26, 2015

Content marketing for Naylors equestrian

Gabrielle Iskandar

The power of content

Naylors are one of the UK’s leading suppliers of equestrian fashion. By working very closely with them (we love a bit of team work) we have played a significant part in ensuring they doubled revenues across the business year on year, 3 years in a row.

In 2014, although the main marketing focus was on PPC, Naylors organic search results were a little lower than desired, due in part to a recent Google algorithm update. So, we reviewed the search landscape, developing a new SEO strategy, delivering a content marketing campaign.

As part of the strategy to increase the organic traffic and revenue we set out to create compelling industry relevant content for their blog. This included lifestyle and product articles, brand history pieces, hero images and even infographics. (We have included images at the bottom of this page!)

The results of this new content strategy speak for themselves:

2014 vs. 2013:

  • 35% increase in Organic Visits
  • 44% increase in Organic Transactions
  • 43% increase in Organic Revenue
  • 6% increase in Organic Conversion Rate

All of our targets were exceeded, providing on going cost savings and allowing us to return all focus on additional activities such as PPC and remarketing management. Due to the success of the content marketing campaign, the momentum Naylors’ site gained, and the great content foundation that we supplied them with, they have now taken this facility in-house as planned, and the team continue to work within the content marketing framework that we developed for them.

We are very proud to have helped!

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View our Naylor’s case study here.