Measurable content marketing
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Transcript of Measurable content marketing
A content first approach to user experience and
optimisation
Director of Content and optimisation at Funding Circle
Head of Social and Content at PayPal UK
Head of Social at Gumtree / eBay Classifieds
And yes I am South African but please don’t ask me about Oscar!
£50 million £100 million £150 million
763
224138
£235 millionLent in 3 years
$37m funding round
70k+ Investors
4000 loans
Days
First, we build the content machine
To take a content-led approach to onsite optimisation and positioning, you first need to build up content assets
This was the homepage when started at Funding Circle
Of the many things this
home page was lacking,
trust, vibrancy and
social proof were the
main concerns for me
Trust creates conversion
Trust:
Consistency
Credibility
Transparency
Friendliness
Beautiful / professional
Vibrancy
Pride / making a difference
We needed to portray more trust
amongst our users:
Data-led transparency
So we created
transparent, data-led
content on the
marketplace dynamics
of Funding Circle
The naked company
We took the naked
company approach
and opened up the
doors to our
business by
interviewing teams,
being honest about
the tricky sides of
the business etc
Become a thought leader
Building up premium, genuine case studies
We put in a huge amount
of time and effort into
sourcing and creating top
quality, genuine customer
case studies, using
professional
photographers and
videographers to tell our
story through our
customers
Then we used that content
to help build trust and pride
amongst our users
Actual business customer
A little product
exposure!
Explaining our value prop in one sentence using a
genuine example
Social proof
News coverage
helps with trust
Genuine testimonials
Testimonial videos showing a number
of different businesses we
helped
Content best practice: The 20:1 ruleOne case study of Bramley & Gage has been seen on:
Blog headerMagazine inserts Home page Slide share
Blog post x2 Facebook album G+ album Youtube x2
This is a great method for creating content cost effectively and also building brand consistency
Content best practice: The 20:1 ruleHe even appeared on the tube!
Then we test and optimise
Who are these
people?And this guy?
Why should
I?
Forgot password as important as
join?
Why not
live?
Home page A/B/C test
25%
26%
The revised homepage
increased overall
conversion rate by 26%
11.6%9.9%
Test and test again
Don’t stop there, we tested
different CTAs and increased
the conversion rates for
each customer group again
Improving advertisingwith content
Content approach to advertising
Creative A – Control version Creative B – New version
60% reduction in CPA
Transactional content
Mining opportunities through data:
Only 8% of the businesses on our business email list had taken out a loan with us. Adjust to appeal to these businesses
Transactional content
Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14
So, very simply, we moved the loan CTA to the top of the
email in Nov 13
Revenue generated from email
Transactional contentAnd improved the CTAs on
the blog post the email link sent traffic to