Content Marketing Case Study: CheapCaribbean.com
Content Marketing Case Study
OBJECTIVE
- Cheap Caribbean.com was redesigning their website and needed a content expert that could help optimize their site
- Review existing website and new wireframes to identify which content could be repurposed and what new content needed to be created
- Develop consistent process for writing and formatting large volumes of content
- Research and curate unique information gathered by travel agents
SOLUTION
- EVG developed a custom CMS and proprietary processes that allowed our content team to mirror the active CheapCaribbean.com database
- Developed a detailed Style Guide to instruct writers on Cheap Caribbean’s unique tone and style
- Created rubric to fact check over 500 hotels, as well as to properly tag and sort hotels for online searching
- Crafted fresh, original content that included series of search engine keywords and followed the Style Guide’s articulated voice
RESULTS
- Conversion rates are up 50%
- Bookings are up 40% since launch
- Unique visits are up 9% despite the overall category being down 10%
- Visits up 22% this year over last year
- Page views up 47% since launch
- Time on the site up 25% since launch
- Bounce rates down from 46% to 37% since launch
