Digital Editorial / Content Development Team of the Year: Consumer 2017

Congratulations to Dennis Publishing who are the winners of Digital Editorial / Content Development Team of the Year: Consumer

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Your ’Elevator Pitch’


The Auto Express and Carbuyer content team had a phenomenal year in 2016, with an increase in unique users to our sites of 20% to 65m.


Creativity, expertise and a strong work ethic brought a substantial growth in the quality and quantity of content posted on the sites and social channels. User engagement increased in tandem with the unprecedented traffic growth, helped by a leap in SEO rankings and the vibrant, real-time feel added to coverage of major events.To achieve this kind of growth on two mature, market-leading websites in one year is a remarkable performance.

 


Set The Scene


The online car news and reviews sector is extremely fast moving with a number of leading titles such as What Car and Top Gear as well as sites in the US competing to be first with the key news and reviews. To maintain the edge, a small, dedicated online team needs to live and breathe online motoring content. On call seven days a week to maintain and develop car reviews, cover breaking news stories and keep constantly tuned-in to the competition, they also maintain strong relationships with manufacturers in order to generate scoops and secure exclusive stories ahead of rivals.

 

 

Tell Us The Story

 

Delivered a highly successful content and social media strategy for two websites Drove traffic in quantity with a news-led strategy and high quality, advertising friendly pages Found balance between content that’ll rank for search while still appealing to users and engaging on social media Maximised organic traffic Increased the number and quality of videos being produced, growing the video audience on the sites, YouTube and Facebook Met legacy issues head-on with a ‘digital first’ strategy The Auto Express and Carbuyer online content delivery is driven by the changing needs of users and clients as well as macro conditions. Flexible working patterns allow the team to cover the big stories 24/7 and better integration between the legacy print team and dedicated online team was realised.


Our strategy for live online coverage of major events has been outstanding, with both sites dominating search rankings for the key launches of 2016. The live pages created for these unveils and shows are updated in real time with rich content including Twitter feeds, interactive timelines, live picture galleries and the video shot by journalists on the ground. The detailed content strategy that goes into achieving optimum rankings for these events swings into action months beforehand establishing our pages as the primary source for information on key models. This SEO focused strategy transposed across all content types on the two sites has been at the heart of our success.

The Results


Combined web turnover increased 21% to £11.6m
Combined web contribution up 23% to £6.1m at a 53% margin
Total pageviews up 26% to 439m
Total unique visitors increased by 20% to 65m
Total UK organic unique visitors up 19% to 36,201,120
78,570,458 video views on the YouTube channels
142,032 new YouTube subscribers gained


Across both websites and all social channels, this hugely talented team is performing brilliantly. They are creating excellent and relevant content, adding real value to our readers and our clients’ businesses, whether it’s reviews, news, videos or photographs. And they are not resting on their laurels – the staff on Auto Express and Carbuyer are hungry to drive further ahead of the competition in 2017

lewis silkin

Digital Editorial / Content Development Team of the Year: Consumer 2017 sponsored by Lewis Silkin

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In Partnership with

Pubmatic
AOP - Association of Publishers