Staysure - Barracuda Digital

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Staysure

Staysure

The Business

https://wintersports.staysure.co.uk/

Staysure is a Travel Insurance brand providing travel insurance arranged by TICORP Limited, have been voted The UK’s Best & Most Trusted Travel Insurance Provider.

The Objective

Staysure tasked Barracuda with producing content for their digital ecosystem that would achieve the following:

  • Satisfy seasonal demand and demonstrate the ability to evolve and be of increasing value to Staysure’s target demographics.
  • Show a more tangible commercial return in the form of backlinks that can only be acheived via thoughtfully curated, high quality content.
“The Barracuda team have done a fantastic job, from developing the idea, to executing the outreach strategy to relevant communities, and we're seeing some great visibility improvements coming through too!

Well done Barracuda!”
James Robinson Head of Digital Marketing. Staysure. Staysure

The Strategy

Barracuda set to task by requesting Staysure’s brand guidelines and tone of voice documents. After thoroughly reviewing the documents a number of questions were posed to the Staysure digital marketing team around target audiences.

Barracuda identified that a content gap existed that could be filled to target a younger audience. This was cross referenced against the brand offering as well as seasonality of the travel insurance market.

As a specialist search and content agency Barracuda came up with an idea which we believed would achieve the following:

  • Target a younger audience with a high probability of requiring travel insurance.
  • Provide value to the end user in the form usable dynamic content that (to a large extent) did not exist elsewhere. The concept was enabling and inclusive.
  • Be of value to third party sites with significant organic search value (charities, government bodies and not-for-profit organisations).
  • Provide returning value by creating an asset that could be further developed and modified over time.

The Bottom Line

A responsive microsite using the WordPress CMS was developed by Barracuda, following our ‘Discover, Define, Design & Develop’ product development framework.

Launched in December 2019, Over 2,000 links have been gained from 34 referring domains (and counting) including 7 .gov domains!

Notable placements include Autism.org.uk, Invictusgamesfoundation.org, Scope.org.uk, Youthcancertrust.org, Liverpool.gov.uk, Manchester.gov.uk, Surrey.gov.uk, Oxfordshire.gov.uk, Cumbria.gov.uk & Disabilityscot.org.uk

1,200 highly relevant (commercially viable) users entering the website via the tool since launch.