Case Study: Content Marketing for a 3-month-old Website in B2C Financial Services Industry

Case Study: Content Marketing for a 3-month-old Website in B2C Financial Services Industry

Problem

A 3-month-old website linked to an android mobile app in the B2C financial services industry was struggling to generate organic traffic and leads. The website was also having a hard time establishing its brand in a highly competitive industry. The company had a limited budget and was looking for an effective way to increase website visibility and generate leads through content marketing.

Solution

The company decided to implement a comprehensive content marketing strategy to increase website visibility and generate leads. The content marketing strategy was developed over an 18-month period and included the following components:

Content Creation

The company created a variety of content types such as blog posts, infographics, videos, and e-books to educate and inform their target audience about personal finance, budgeting, and financial planning. The content was created to address the common pain points and questions of their target audience. Some examples include:

• Blog Posts: “The Importance of Saving for Retirement in Your 20s”, “How to Build a Strong Credit Score”, “The Pros and Cons of Renting vs Buying a Home”, “How to Start Investing with Little Money”, “The Importance of Having a Rainy Day Fund”, and more.
• Infographics: “5 Common Mistakes People Make with Credit Cards”, “The Cost of Procrastinating on Saving for Retirement”, “How to Create a Budget That Works for You”, “The Benefits of Hiring a Financial Advisor”, “The True Cost of Car Ownership”, and more.
• Videos: “How to Get Out of Debt: A Step-by-Step Guide”, “The Basics of Investing for Beginners”, “How to Choose the Right Credit Card for You”, “The Importance of Having a Financial Plan”, “How to Negotiate Your Salary”, and more.
• E-books: “The Ultimate Guide to Investing for Beginners”, “The Beginner’s Guide to Personal Finance”, “The Smart Person’s Guide to Retirement Planning”, “The Complete Guide to Budgeting”, “The Insider’s Guide to Understanding Credit Scores”, and more.
• Podcasts: “Money Talk: Interviews with financial experts”, “The Financial Planning 101”, “The Investing for Beginners Guide”, “The Budgeting and Money Management Showcase”, “The Credit Score and Credit Report Management”, and more.
• Quizzes: “What’s your financial personality type”, “How financially literate are you?”, “Are you ready for retirement?”, “How well do you manage your money?”, “What type of investor are you?”, and more.
• Webinars: “How to create a financial plan”, “Investing 101: A Beginner’s Guide”, “Budgeting for Success: Tips and Tricks”, “Retirement Planning: Start Early, Finish Strong”, “Credit Score Mastery: Understanding and Improving Your Score”, and more.
• Checklists: “Financial Planning for a New Family”, “The First-Time Homebuyer’s Checklist”, “The Retirement Planning Checklist”, “The Credit Card Management Checklist”, “The Investment Planning Checklist”, and more.

These examples demonstrate the variety of content that the company used to educate and inform their target audience about personal finance, budgeting, and financial planning. By providing a variety of content, the company was able to reach their target audience in different ways and appeal to different preferences for consuming information. Additionally, the use of different formats like podcast, quiz, webinar, and checklist allows the company to create interactive and engaging content, which can increase audience engagement and lead generation.

The budget for content creation included expenses such as hiring writers, editors, designers, and other professionals to create various types of content, such as blog posts, videos, e-books, infographics, and so on. The budget also covered expenses for research and purchasing equipment or software necessary for creating the content. Here is a breakdown of how the budget allocation went for content creation:

• Writing and editing: $8,000
• Design and illustration: $5,000
• Video production: $7,000
• Audio production(podcast): $2,000
• Webinar: $2,000

Content Distribution

The company distributed the content through a variety of channels such as social media, email marketing, and guest blogging. They also used SEO best practices such as keyword research and meta tags to optimize their content for search engines.

Examples of specific distribution channels:

• Social media: The company shared their content on their social media channels, such as Facebook and Twitter, to reach a wider audience.
• Email marketing: The company sent out a monthly newsletter to their subscribers that included their latest blog post, infographics, and videos.
• Guest blogging: The company reached out to other websites in the financial industry and offered to write guest posts in exchange for backlinks to their website.

The budget breakdown for content distribution is as follows:

• Social media promotion: $2,000
• Email marketing: $1,000
• Paid advertising (Google Ads, Facebook Ads, etc.): $5,000
• Backlink creation: $3,000
• Total budget for content distribution: $11,000

The budget allocated for backlink creation covered expenses associated with acquiring backlinks to the content. The expenses used for backlink creation included:

• Guest blogging: $1,500
• Broken link building: $1,000
• Link reclamation: $500
• Infographic submissions: $500
• Resource page link building: $500

Budgets for content creation and distribution are often overlooked or argued upon by clients. But get this straight, this is the money that would give you the most returns on your organic growth.

Content Promotion

The company promoted their content through paid advertising on platforms such as Google Ads and Facebook Ads. They also used influencer marketing to reach a wider audience. The company targeted the content to reach the target audience based on their demographics, interests, and location.

Google Ads Strategy:

• The company used Google Ads to target specific keywords related to personal finance, budgeting, and financial planning. They created text ads that were displayed on the Google search engine and partner websites when the target audience searched for those keywords.
• The company allocated a budget of $5,000 for Google Ads over the 18-month period.
• The ads were targeted to reach individuals within the age range of 27–45 who are interested in personal finance and budgeting. They also targeted individuals in urban areas who have a high-income level.
• The company used Google Ads to track the performance of their campaigns, and they were able to see a 70% increase in website clicks and a 50% decrease in cost per click.

Facebook Ads Strategy:

• The company used Facebook Ads to target specific demographics, interests, behaviors, and geographic locations. They created image and video ads that were displayed on the Facebook social media platform when the target audience was browsing their news feed.
• The company allocated a budget of $3,000 for Facebook Ads over the 18-month period.
• The ads were targeted to reach individuals within the age range of 25–45 who are interested in personal finance and budgeting. They also targeted individuals in urban areas who have a high-income level.
• The company used Facebook Ads to track the performance of their campaigns, and they were able to see a 60% increase in website clicks and a 40% decrease in cost per click.

Influencer Marketing Strategy:

• The company collaborated with financial experts and personal finance bloggers to promote their content to their followers. They provided them with the content for free or for a small fee and asked them to share the content with their followers.
• The company allocated a budget of $2,000 for influencer marketing over an 18-month period.
• The influencer marketing campaign was targeted to reach individuals within the age range of 25–45 who are interested in personal finance and budgeting. They also targeted individuals in urban areas who have a high-income level.
• The company used influencer marketing to track the performance of their campaigns, and they were able to see a 50% increase in website clicks and a 20% increase in website visits.

Overall, the company spent $10,000 on content promotion over the 18-month period. The combination of Google Ads, Facebook Ads, and influencer marketing allowed the company to reach their target audience effectively and generate leads and app installs. This allowed the company to reach their target audience effectively and generate a significant return on investment.

Results

• Organic traffic growth: The company saw a 120% increase in organic traffic over the 18-month period.
• Site visibility: The company’s website moved up in search engine rankings, and they were able to establish their brand in the financial services industry with a site visibility of 2.3.
• Leads generated: The company generated 100 leads over the 18-month period.
• App installs: The company saw a 50% increase in app installs over the 18-month period.
• Budget: The company spent $24,000 on content creation and $10,000 on content promotion over the 18-month period.
• ROI: The company generated a return on investment (ROI) of 700% as the leads generated and app installs resulted in a significant increase in revenue for the company.

Conclusion

The comprehensive content marketing strategy implemented by the company was effective in increasing website visibility and generating leads for the 3-month-old website linked to an android mobile app in the B2C financial services industry. The variety of content types created and distributed through different channels helped educate and inform their target audience and establish the brand in a highly competitive industry. The targeting, budget, and platforms used for content promotion allowed the company to reach their target audience effectively and generate a significant return on investment.