10:24 am, June 22, 2011
DEALERS are missing out on web traffic and sales leads by neglecting the importance of video content.
That’s the view of specialist automotive content provider Auto Content, who says dealers car are missing out by not realising the importance of unique written and video content on their websites.
Top 20 UK dealer group Perrys agrees, having selected Auto Content to create a defined content channel within its customer website Perrys.co.uk.
One year on from launch, the content channel continues to go from strength to strength with traffic volumes consistently exceeding expectations. In May the content channel delivered over 21,000 unique visitors – a new record.
The commitment to unique, relevant content has been vital to its success. Auto Content has so far produced over 1,500 pieces spanning news articles, blog updates, buyer’s guides, car reviews and video overviews, with content published online and broadcast via Perrys Twitter and YouTube channels.
‘We launched the content channel to enhance our online customer experience for visitors looking to research a car purchase and for those ready to buy,’ says Perrys Group marketing executive Louise Dunne.
‘Investing in unique content has boosted our natural search ranking and we’re delighted with the increase in targeted traffic to Perrys.co.uk. The benefits of original content have been proven and we look forward to expanding its use within Perrys.co.uk and via social media.’
Graeme Banister, Auto Content’s head of commercial development says: ‘As Perrys have shown there is much to be gained by addressing the needs of the online car researcher and buyer via unique content.’
‘UK car dealers who don’t commit to regularly publishing quality, relevant content risk entering a cycle of falling page rankings, declining web traffic and losing sales leads to competitors.’
