Vue (SEO and content)

Becoming an authoritative voice for cinema content by rolling up our sleeves and putting in the hard work required for a 46% increase in search visibility and 300% improvement in revenue

The Client

Vue Entertainment is part of Vue International – one of the world’s leading cinema operators, managing cinema brands in major European markets and Taiwan. It’s one of the planet’s farthest reaching cinema chains, and boasts well over 250 venues and beyond 2,00 screens.

Committed to continued growth and development of its premium entertainment ‘big screen’ experience, Vue delivers the best choice of content, combined with the best technology in the best environment. Not content with ‘just’ showing films, visitors to Vue can enjoy live sport, stage productions, live music showings and more from a plush cinema chair.

Creating authority through engagement

Vue wanted to strengthen its online standing by adding value to the full user experience, over and above being an online authority for all things cinema.

Our data analysis determined that online engagement with Vue plateaued between big film releases. Which gave us an idea. Our aim was to increase awareness of, and engagement with, the brand at more stages of the user journey. And to get things done earlier – much earlier than normal.

Standing out from the crowd

Noticing some cinema operators chose the easy and quick route, Edit suggested creating unique copy for film listings. Not only would these pages be one of a kind, they’d tie in with Google’s best practice guidelines. We’d be giving users better copy and doing it in a way that worked for search.

It wasn’t just as simple as that, though. Vue’s in-house team and Edit’s content specialists adopted an entirely new way of working – several steps beyond a normal client-agency relationship. This meant, together, we planned when and how to best upload listings. A simple step that, in fact, takes a huge amount of coordination.

We also explored and experimented with how else we could engage with Vue’s visitors and a film’s potential audience. With a supporting role from Vue’s release calendar, we advised on a strategy of creating engaging content through a movie’s lifecycle – from announcement to release.

Best in show

The work delivered a 46% increase in visibility for Vue – not to mention created an 8,000-point visibility gap between Vue and its closest UK competitor: Odeon Cinemas. A gap that SearchMetrics valued at £546,000.

A pretty remarkable result. But, as exciting as that was, the story didn’t end there.

The results

Well-managed, well-strategised, well-executed content marketing positively impacted Vue’s commercial growth. Further proof that a good supporting cast really can make all the difference. In addition to the search visibility leaps, Vue experienced a remarkable increase in transactions (those rose by a jaw-dropping 230%) and a blockbusting improvement in revenue (of a stunning 300%).

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