BBVA’s (Banco Bilbao Vizcaya Argentaria) corporate communications team produces content on an ongoing basis for their industry thought leadership news site - info.bbva.com. The team uses SimilarWeb to map and analyze the competitive landscape of publishers across related industries, and devise strategies for creating engaging content and increasing traffic. How BBVA is positioning itself as an industry thought leader by building successful content strategies A multinational banking group with a presence in 35 countries BBVA Success Story
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BBVA’s (Banco Bilbao Vizcaya Argentaria)
corporate communications team produces
content on an ongoing basis for their industry
thought leadership news site - info.bbva.com.
The team uses SimilarWeb to map and analyze
the competitive landscape of publishers across
related industries, and devise strategies for
creating engaging content and increasing traffic.
How BBVA is positioning
itself as an industry
thought leader by building
successful content
strategies
A multinational banking group with a presence in 35 countries
BBVA Success Story
The Challenge
BBVA’s corporate communications team used to work
solely with journalists to produce traditional media articles,
and with publishers and media agencies to distribute that
content. In 2015, the team decided to create its own “voice”
by producing and publishing a thought leadership news site -
essentially becoming its own media company. This presented
a new challenge: developing their own content strategy in a
highly fragmented and competitive media environment. The
team needed a way to map the competitive landscape and
understand what works best for leaders in their industry.
The Success
SimilarWeb offers BBVA a macro-view of relevant industries
across the company’s core markets, which include the
US and 6 Spanish-speaking countries. Using the Industry
Analysis* and Website Analysis modules, the corporate
communictaions team identifies the leaders and competitors
in each industry and market, and prioritizes them based on
their:
• Paid vs. organic traffic share
• Number of visits
• Engagement rates
Understanding the Competitive Landscape"With SimilarWeb, we can
identify the real impact of successful strategies for various traffic channels across the media industry. It's like having direct access to the analytics of all of the players."
***Organic search keyword distribution sending traffic to three of info.bbva.com’s competitors I Spain, Feb - Apr 2016
Competitor 1 Competitor 2 Competitor 3
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