Bolt Burdon Kemp

Driving awareness and buzz for Bolt Burdon Kemp through a content and digital PR campaign

The Objectives

Bolt Burden Kemp was looking to increase brand awareness around its medical negligence practice area. It wanted to increase visibility for women’s health related keywords by earning backlinks from relevant, high authority publications through the creation of buzzworthy content. Our goal was to achieve a cumulative backlink trust flow of 150.

The Strategy

  • We conducted an extensive survey to develop engaging content which included information on:
    • How much women spend on their reproductive health
    • Women’s sentiments about their reproductive health
    • ‘Myth buster’ content which covered common misconceptions and misinformation in reproductive health
  • The research also featured insights an expert on the topic, who commented on the findings and provided us with unique, credible insights for press
  • We created a women’s health hub on Bolt Burdon Kemp’s website to host the research and survey results, alongside other pre-existing articles produced internally by Bolt Burdon Kemp to create more of a holistic, informational content hub

The Results

  • Bolt Burdon Kemp surfaced for reproductive health queries, an area it didn’t rank for before the campaign launched
  • Our backlink target overperformed by 31% vs target (achieving a trust flow of 197)
  • The campaign earned coverage in high profile publication The Mirror
  • Visibility for medical negligence keywords improved by 6.5% (October), 9.14% (November) and 10.22% (December)
  • Using pre-existing content added relevancy and value by allowing readers to uncover more about Bolt Burdon Kemp’s offering and its approach to the topic