How Content Delivers Top Search Engine Results, Not Keyword Stuffing
Bonfire's Content Manager explores the role of content in modern digital marketing and how the Content Team at Bonfire delivers outstanding results for our clients.
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Multiple sold-out events, glowing feedback from the industry and a renewed vigour within the marketing department. These are the things that marked 2023 as one to remember for Rob Di Giovanni and Madi Barnao, our joint Staff Award winners for Q4 at Bonfire.
As Bonfire’s Marketing Manager and Marketing Coordinator, Rob Di Giovanni and Madi Barnao spent the better part of 2023 scrutinising every facet of their work. With a fine-toothed comb, they investigated every opportunity by poring over campaigns, copy and procedures to ensure alignment with Bonfire’s organisational goals.
“It’s been a busy year, that’s for sure,” Rob said, reflecting on the hard work of 2023. “Our goal was to look at everything we were doing and find ways to deliver more value, both to our clients and to Bonfire as a whole.”
This process led to the revitalisation of Bonfire’s content, partnerships with Campaign Brief, State of Social and The CEO Institute, large-and-small scale events, new approaches to Bonfire’s analytics, and a renewed focus on showcasing the talents and personalities of our staff.
Rob and Madi also embedded themselves deeply within the fabric of Bonfire’s culture. And it’s that collaborative spirit that they say contributed most to the successes they achieved throughout the year.
“We’ve got a team of 53 incredibly talented people. We’re really lucky to be able to leverage their insights and use their results and achievements in our content,” said Madi. “We’ve also realised how impactful it is to take the whole Bonfire team along on the journey with us. It brings more visibility to our work and ultimately helps us get more buy-in from the organisation,” said Madi.
Evidence of the marketing team’s success in 2023 is clear in the metrics. Initiatives led by Madi and Rob have boosted subscribers for Bonfire’s newsletter to over 800 in just four months. LinkedIn also saw remarkable growth, with Bonfire’s company profile adding 400 new followers since January 2023 and Bonfire’s major event last year, The Future of Data for the Modern Marketer in collaboration with Yahoo, sold out and attracted over 100 attendees.
“They’ve achieved so much over the last year. I’ve been overwhelmed with feedback on how professional and dedicated they both are and how their initiatives are contributing to real growth for our agency,” said Rene LeMerle, our General Manager – Growth.
Along with driving impressive numbers, the marketing team supported the rest of the agency in their bid for the Australian Marketing Institute’s Data & Insights award—eventually walking away as a national finalist—and demonstrated our team’s expertise through case studies, including those for Fleet Network and Perth CPAP.
The future is bright. With more events on the calendar, a project to reinvigorate Bonfire’s brand strategy, and a focus on deeper engagement with clients and industry professionals already on the cards, Bonfire’s marketing team have an exciting, and very busy, 2024 ahead.