Investing In The Future with sustainable links and eeat content.

how evergreen content can deliver again and again and again and again….

the client

BroadbandChoices: A comparison website that helps consumers find the best broadband, TV, and mobile deals by providing expert advice, tools, and resources, helping them find the best value for their money.

The Brief

To boost rankings and enhance online authority for BroadbandChoices’ comparison service, the objective was to develop unique, data-driven content that resonated with a wide audience and attracted authoritative media coverage.

The Strategy

Recognising that internet accessibility and quality vary dramatically around the world - impacting everything from remote work to online education - we saw an opportunity to spotlight global digital inequality.

With pricing and infrastructure continually evolving, we aimed to create a campaign asset that could be updated annually, providing long-term value rather than just a short-lived boost.

the campaign.

The "Internet Accessibility Index" is an extensive study analysing data across 160+ countries to determine the most and least connected nations.

The analysis evaluated factors such as average internet speeds, the cost and affordability of broadband, and the cost of 1GB of mobile data.

The campaign featured interactive charts allowing users to explore how countries performed across key factors.

THE RESULTS.

The "Internet Accessibility Index" earned links from reputable publications in the technology and lifestyle sectors, but due to the depth of data, we were also able to secure links from charities and non-profits such as the Internet Society and Freedom House.

While the campaign picked up links in its first year, the vast majority came in the campaign's second year as countries rising or falling in the rankings provided a more tangible news hook to a complex story.

The "Internet Accessibility Index" demonstrates how long-term client relationships provide an opportunity to think ahead and invest in content that helps set brands apart from competitors.

This strategic patience allows brands and agencies to move beyond the short-term mindsets that can result in websites being littered with zombie campaign pages and instead focus on a strategy that delivers best-in-class, evergreen content that continues to attract links from authoritative domains.