UBM content marketing in action at the Brand Licensing Europe show

UBM content marketing: Creating an SEO strategy and SEO content to drive conversions

The client…

UBM are a global events firm that provide hugely valuable information to practitioners across numerous industry sectors. Before it was announced that they were acquired for £4bn in January 2018 by exhibitions firm Informa, UBM put on huge industry events for sectors that BlueJam worked on for them such as ecommerce, marketing technology, fire safety, cyber crime, airline routes and brand licensing. Having pivoted successfully from being a company that made trade magazines into an events business, for UBM content marketing was the key tool to growing their exhibitions and conferences revenue.


With their conferences and exhibitions, UBM were often able to monetise attendees, exhibitors, speakers and sponsors among other revenue streams, but they needed ways to communicate the value of what people will learn at the events and what kind of connections and deals will result. Key to this is a content marketing approach wherein users see good-quality content shared on social media, and then are attracted to high-value downloads behind a content gate on UBM’s various brand websites. UBM capture users’ email addresses and can then serve great content to them via email newsletters. This in turn enables them to directly communicate with the users and upsell them into becoming attendees, exhibitors, speakers and sponsors.


BlueJam helped UBM with a number of these areas. The content needed to be high-quality to jump out on social media, and be delivered in a distinctive tone of voice that very effectively spoke to the target personas. The content ideas and more specifically the headlines needed to leap out at users from the email newsletters. And also BlueJam identified that UBM were under-performing when it came to driving traffic to their content from organic search.

What we delivered…

We ran brand tone-of-voice training workshops with a number of UBM brand marketing teams, who were selling the content on social media and from within the email newsletters. This involved a thorough investigation into the competitive set, and into the heritage of the UBM brands, in order to establish how to and how not to communicate in a clearly differentiated way.


BlueJam produced a great deal of the email newsletter copy ourselves for UBM brands, in order to both help improve performance and results from newsletters in promoting immediate events, but also in order to show the teams by producing what we’d see as best practice for this.


For SEO, we created keyword maps for many UBM brands, in order to establish the opportunities for which search terms those brands would have the best chance of indexing top or indexing very highly for within search engine results pages. A good example is the term “Adobe Marketing Cloud competitors”, for which we got then-UBM site Technology For Marketing into position 1 on Google.


We ran SEO workshops for the editorial teams, within sometimes upwards of 40 editors present, in order to show them how best to perform on-page optimisation and drive backlinks, while keeping the best possible user experience at the heart of every article. And we took over the editorial management of three of UBM’s brands – focused respectively on marketing technology, ecommerce and customer service – to create over 6 months a stock of SEO-led feature articles often involving original research and interviews with senior professionals in the industry from the likes of IBM.


The websites we managed editorially received record amounts of traffic, including record amounts of search traffic, and the events in question went on to perform so well commercially that it was later announced that they were purchased by CloserStill Media in September 2017.

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