Siege Media helped add nearly 440+ links for Kraken using a digital PR strategy
3 million
increase in monthly organic traffic
440+
links to DPR content in 8 months
2,606
organic sessions
Kraken is a major cryptocurrency exchange founded in 2011. They offer a platform to buy, sell, and trade cryptocurrencies for both individuals and institutions, aiming to make crypto accessible to everyone. Their goal is to be a leader in the adoption of cryptocurrency around the world.
Industry: Fintech
Location: San Francisco, California, U.S.
Services provided: Digital PR, content marketing
Challenges
Kraken approached Siege Media for a partnership in digital PR services, but they were initially hesitant to work with a content marketing agency due to their lean team, tight deadlines, and intense subject matter. Therefore, they needed an agency that they could be confident in to deliver top-notch services and high-quality content that was shareable and reputable.
To make a name for themselves in the new and ever-changing crypto space, Kraken’s main key performance indicator for their engagement with Siege Media was building links. Because of this, Kraken wanted Siege Media to have a thorough and ongoing brainstorming process that looked at what topics were buzzy in the industry and could produce shareable data with interesting results.
Because of their complicated brand guidelines around imagery, Kraken was hesitant to let Siege Media handle design elements for shareable assets. Kraken also had very specific goals for each type of content that Siege Media would produce:
- Revamps: Drive links over time and boost traffic by refreshing existing Kraken content that isn’t a fit for manual promotion.
- Comprehensive guides: Create audience-related and data-driven SEO content that drives results without manual promotion.
- Survey posts: Improve their Domain Rating, create industry buzz, and drive quality links by promoting high-quality survey content.
The results
Growth summary
Siege Media dove head first into research and content creation for Kraken. To fulfill their link building needs, Siege Media went with a mixed content approach. We went after topics with organic link potential, such as stats and trends reports, as well as revamps of old content and surveys. This allowed us to collaborate more efficiently with their PR team.
Siege Media also refined the content creation process to easily work with a small but mighty team from Kraken. Due to extensive research and learning and development opportunities, Siege Media has cut down significant time for both teams via account management style, front-end research, and a really strong editorial/review team that documents client and industry nuances.
Regarding research, the Siege Media team leaned on our independent research team to help make the process more manageable. Our team also documented their notes for future assignments so the Kraken team never had to give the same feedback twice.
With the Siege Media-created content came high-quality images for the website and social media. Siege Media followed very specific dimensions to ensure everything was optimized for the blog, X (formerly Twitter), and other social media networks so the Kraken team wouldn’t have to create multiple images.
During the engagement, Kraken found themselves impressed with Siege Media’s rigorous determination to follow their strict brand guidelines and have even requested more ways to use us beyond their Lean Center blog articles.
All of these factors combined to success for both teams. In the first eight months of the engagement, Siege Media earned Kraken 440 links, an average of 55 links per month, skyrocketing past their original KPI of 18 links/162 linking root domains (LRDs) per month on average in the first year.
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