Hainan Airlines (HNA) with High ROI Account and Lead Accelerator from Solution Angel Consultants (SAC) reached out to Venda AB for web content marketing support. The resulting gain of 100 new links in 2 months is demonstrated in this market segmentation case study on Return on Content (ROC) of a travel agency in Beijing in Hainan Province in China.

Because our case study involved travel agents, the author followed his own personal content marketing lead to boost the traffic and engagement to Hainan Airlines.

By definition, ‘ROC’ refers to the amount of revenue an advertisement, promotion, marketing campaign, or content provides. Google defines ROC as:

(1) Approximately the price you spent for the ad and promotion – multiplied by (2) the average revenue generated by the advertisement over the period of the ad and promotion – divided by (3) the number of impressions you’re sending to those people you want to attract.

ROC is crucial to brands’ sales and marketing efforts.

SAC successfully developed and delivered site content for this online agency. SAC successfully added about 100 links to Hainan Airlines’ booking destination by delivering web content to ‘proven for Trip It’ and ‘Top 20 Hot Seat’ – online destination tips.

Through ‘Agents Passport as Expert Mode’, agents can receive tips about all the top carriers when they enter the airport’s guide and read the international route maps.

In addition, the content enriched with travel tips, story, airline schedules, destinations’ info, tour locations, nightlife, price, and more helps spread further a brand’s message. At the same time, it increases conversion.