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Arena Media Expands Domino's Content


Blog to serve as brand content hub

Arena Media Expands Domino's Content

Domino’s Pizza is launching a new blog as a hub for the brand’s content, including, blog posts, competitions, infographics, videos and pictures. Planned and developed by Arena, the blog will launch this week.


Aimed at existing and prospective customers, the blog will provide interesting and quirky content about Domino’s – one of the world’s leading pizza delivery brands – and will be refreshed regularly. It will host a range of material from blog posts to video, pictures, infographics, widgets, competitions and also downloadable content. The blog will also host a voucher page which will contain exclusive voucher codes for readers to use to get great deals on menu items.


Part of a content and search engine optimisation (SEO) push, static pages included will also be optimised for SEO benefit. The blog will allow comments, sharing on social media and will also have a live Instagram and Twitter feed. The design embraces the latest Domino’s look and feel which is rolling out across all Domino’s assets.


Arena has also implemented a reverse proxy, meaning that the site will be hosted on a subdomain as not to interfere with the ecomms website, but will still share the domain authority.


Domino’s has recently seen content marketing success with its Support Group online sitcom, also developed in conjunction with Arena, which garnered 1 million views and demonstrated a 15% increase in frequency of purchase amongst viewers.


Nick Dutch Head of Digital at Domino’s Pizza, commented: “As a brand who has built up a huge social media presence, we’ve seen a lot of success with online content projects in the past – and they work hand-in-hand with online ordering. Hosting all content on one destination was a natural next step. We know the value in bringing fresh and interesting content to our audience and the blog will be easy and quick to update, and will allow for all-important customer feedback.”


Nick Wilsdon, Head of SEO and Content Marketing at Arena, added: "Domino's pushed us to solve a challenge that will be familiar to online retailers as they become content publishers: how do you create a flexible publishing space on a commercial platform that is vital to the business? Online sales account for 62% of Domino's business, so website downtime is unacceptable. Our technical solution safeguards their commercial operation, while allowing them to increase their SEO visibility to reach a wider audience through search."

Title/Project         Domino’s Blog Launch
Brief                       The Domino’s blog is being proposed to provide a platform to host content and provide SEO benefit
Agency                  Arena
Client name         Domino’s Pizza (Sarah McGhie)

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