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For the last decade, I’ve touted the enormous long-term value of a dualistic approach to content marketing for SEO.

By leveraging data-centered campaigns, paired with personalized outreach to top publishers, we regularly garner earned media placements for our clients.

In rare cases, we create content that generates results so far beyond what was anticipated that a single project can greatly move the needle.

I’m going to walk through one such instance to reveal how it all works together, what can be learned from this experience, and the type of result it can achieve.

While typically you need to invest in ongoing content generation and promotion, extraordinary examples like these demonstrate the impact this kind of work has over the long-term.

Content marketing + digital PR case study: ADT

ADT is a household name with good domain authority, providing a great base to start from.

We knew that the content we’d create would likely have a leg up in terms of ranking potential, especially if that content addressed many potential high-intent keywords.

Content production

After speaking with ADT, we determined our joint goal was to create a piece of content that could earn dozens to hundreds of links from top publishers, with another focus on earning links from local news publications.

The client had the idea to create a crime map tool for ADT.com, and it fit the bill for everything we typically look for in a piece of content. But for the purpose of this article, I’ll examine what makes it ideal.

Say you were starting from scratch. You can start with a simple Google search of “crime,” which would serve as a reminder of how localized the topic is.

Just from this search alone, you can identify the desire for crime maps specifically, and you can consider why someone would search for a crime map:

– To identify crime in their area- To investigate the crime in places they’re looking to visit- To investigate the crime in places they’re looking to move

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