After recovering from a penalty brought on by an unscrupulous SEO agency, Encore Music desperately needed to attract new, high-quality links from relevant websites in their niche.

Ideally, Encore Music also wanted to secure links that helped elevate awareness of their services while bringing in qualified leads and traffic to the site.

Webzio first sat down to research and identify the audiences who would be most receptive to content from Encore Music, and which groups had the best opportunities to link back to the site. We identified two primary groups: piano teachers and music blogs.

With the audience nailed down, we worked to identify a hot-button topic that would have both audiences excited to discuss our content and share it with others.

After much discussion, we settled on “Why Piano Lessons Are Good for Your Brain”, because:

The topic helps validate the piano teaching profession

The information helps teachers sell their service in a new and compelling way

Parents are deeply invested in the mental wellbeing of their children, and the data we were able to share helped them understand that piano lessons were a worthy investment.

With the topic decided, we set about conducting extensive research, sourcing top design talent and producing the infographic.

Once created, we undertook an extensive promotional program involving both social and email outreach.