A couple of weeks ago I saw this post from my buddy John on How long does SEO take to start working. He describes how his business Credo has been growing over the months he has been heads down building it through good content marketing execution, some link building and delivering value for people interested in the product. I’m in a similar boat as John, growing the content marketing for Fanatics through a blog with daily/weekly content updates. When I saw his post, I quickly scanned my own numbers, and was planning this post to shine a light on the objectives of our content, the results and some of the next steps to build more brand awareness for Fanatics through the workings of the Content-Brand Pyramid.
Let’s build a Fanbase
When I started at Fanatics, the content-brand pyramid framework was just tested one time on the Airbnb Berlin Campaign for Wall and Chain. For Fanatics we still had some way to go building a fanbase and brand awareness for the Fanatics brand. So we started with building a broad foundation layer of presence content. The content which is necessary for any brand to be found online, get new users/customers to their website, and initiate a trial purchase of the product. For the last 18 months, we have published almost 300 posts on the We Are Fanatics blog. Some were not successful, some were really successful primarily by driving traffic through social engagement. For example, the NFL biggest rivalries survey results is still the most visited blogpost, however, those visits came at a spike in 3 days.
Over time, we learned which blogposts resonated with the fans. Whats more, there were ideas which became successful blogposts and could be build into a serie of blogposts. Every idea needs to be a concept which sits really close to the product Fanatics sells on its websites. Consistency is key, both in terms of frequency of posting, as the ideas. Similar as John’s graph is showing, the SEO pay off took a couple of months, but we are experiencing a nice hockey stick growth in SEO traffic.
One of the series which is showing consistent growth over the weeks, is the jersey evolution blogpost series. I can pull up multiple examples how spikes in traffic correspond with a typical jersey the team was wearing on the field.
Seahawks jersey evolution
Take for instance the post of the Seahawks Jersey evolution, which does not only spikes every day the Hawks took the field, but shows the largest fan interest in the jersey on the field on the Thursday the Seahawks were wearing their Color Rush jersey (red circle), and the second highest peak (green circle) which was a win of the Hawks vs the Detroit Lions in the Play offs.
Off course it helps when this particular blogpost is getting featured in the answer box at the top of the Google SERP for its query:
Cardinals 1927 throwback jersey
Or take that time the St. Louis Cardinals were wearing their 1927 throwback jersey in a came. The jersey of the year they won the world series in 1927.
Having the St. Louis Cardinals jersey evolution post already in Google resulted in a giant spike of traffic to the post. Massive number of Cardinals fans found the full history of the two birds on a stick uniform. This is the objective of presence content.
Chicago Bears jersey with GSH on the sleeve
Other times, the jersey evolution post is inspiration for additional content. Through analysis of the search keyword data, you can find new follow up posts that resonate with the fans. A good example here is the Chicago Bears jersey evolution page, which got keywords reported around the GSH patch on its sleeve stands for. Apparently, there are plenty of people who don’t know the origin of the GSH patch for the Bears jersey, and are looking for an answer.
George Stanley Halas Sr. (February 2, 1895 – October 31, 1983), nicknamed “Papa Bear” and “Mr. Everything”, was a player, coach, and owner involved with professional American football. He was the founder and owner of the National Football League’s Chicago Bears.
A quick post on the Fanatics Chicago Bears page made sure the post got distributed with the real Bears fans.
A number of comments were making fun of it, as if everybody knows exactly what it stands for. However, a quick look at the Google trends for the terms shows there is plenty interest in the question.
Building a Presence with SEO
Any brand that would like to build a brand awareness for it’s offering, would benefit from following a strategy of building a presence first. How can you build a presence, by publishing presence content which is valuable for your target audience. If it works for John’s company Credo, and it works for my job at Fanatics, I’m sure it can work for anybody who has the patience and persistence to commit to it.
I would love to hear your thoughts or examples of your success, as I would use these in follow up blogposts. It could earn you a link, so drop it in the comments below here or shoot me a note through the contact form.
Oh and BTW, John just launched a new site, which makes it easy to understand what a Technical SEO audit will cost for your site: How to hire an SEO