Embed Size (px)
Citation preview
www.castleford.com.au
BEYOND BANKCASE STUDY: ORGANIC TRAFFIC & LEAD GENERATION
2
P 03 | Opportunity
P 06 | Solution
P 10 | Results
P 13 | Resources
CONTENTS
www.castleford.com.au
BEYOND BANK
Beyond Bank is a customer-owned bank, and is the 4th largest in Australia, with 195,000 customers and 49 branches. They offer
many financial services including home loans, car loans, personal loans, savings & transaction accounts, term deposits, credit
cards, travel insurance and services, and all other types of insurance. They also operate in business banking, not-for-profit
banking, and financial planning (super, retirement, redundancy cover, estate planning etc). Their internet banking and mobile
app services have won awards.
They operate in WA, SA, ACT and parts of NSW (Wagga Wagga, Griffith, Hunter Valley).
Castleford have spent the last year focusing on top and mid-funnel content to push users towards application pages for Beyond
Bank’s key products.
www.castleford.com.au 4
GOALS
www.castleford.com.au 5
12 3DOWNLOADING
PDF ASSETS
PRODUCT APPLICATIONS
SUBSCRIBE TO EMAIL NEWSLETTER
We have worked with Beyond Bank to identify three key goals, and provide a service closely tied to achieving them. It was
important to set these so all teams involved could have focused strategies.
SOLUTION
Tailored content marketing for Beyond Bank
6www.castleford.com.au
STRATEGISE, CREATE, AMPLIFY
www.castleford.com.au 7
At Castleford, we deliver a broad range of content marketing products using our specialist, in-house teams. Achieving the
goals set out for Beyond Bank involved our editorial team creating and mapping out blog content as well as downloadable
content, and our graphics team creating engaging CTAs.
Our unique Unit pricing structure allows us to remain flexible, adjusting the strategy as required.
WORDSWORDS CONTENT CALENDAR
EDITORIAL FEATURES
CUSTOM GRAPHICS - CTAs
DOWNLOADABLE CONTENT
EMAIL CAMPAIGNS & EDITORIAL FEATURES
www.castleford.com.au 8
Multiple Editorial Features were written per month to drive organic traffic to the site. Content Mapping
was applied to these articles which identified tactics like higher word counts (600+) to combat
competitive financial keyword rankings.
Content Calendars were created to map out the blog content in advance. This was important given the
competitive nature of the topic areas. It allowed us to plan and align content with the rest of the
strategy.
WORDS
WORDS
CONTENT CALENDAR
EDITORIAL FEATURES
CONTENT CALENDAR & LANDING PAGES
www.castleford.com.au 9
WORDSDOWNLOADABLE CONTENT
CUSTOM GRAPHICS - CTAs
Castleford created two Ebooks on refinancing home loans and car insurance respectively. These Ebooks
were gated in order to capture leads which was one of the set goals. These leads were then added to
Beyond Bank’s sales cycle to convert into customers.
Our graphics team created multiple calls-to-action (CTAs) which appeared across the site. These CTAs
aimed to direct traffic to parts of the site where readers were encouraged to convert.
RESULTS
Content marketing success for Beyond Bank
10www.castleford.com.au
WHAT THE NUMBERS SAID
www.castleford.com.au 11
ORGANIC BLOG VISITS
Organic visits to the blog have
increased by 11% vs. the previous year
VISITS TO APPLICATION
PAGES
Visits to the 3 application pages increased by 198%
vs. the previous year
198%
LEAD CONVERSIONS
Visitors filling in credit card, home loan, and car loan applications has
increased by 17.5% vs. the previous
year
17.5% 29%11%
NEW HOME LOAN VISITS
New visits to the Home Loan page (where the eBook
was hosted) increased by 29% vs. the previous
year
www.castleford.com.au 12
WHAT THE CLIENT SAID
“Our partnership with Castleford enables us to create content for our blog on our regular basis, helping us drive traffic to our website and in turn, generate leads for the business.
The team at Castleford work with us to write engaging content based on our current campaigns, or SEO keywords we are focusing on.
They make the whole process easy with a monthly content calendar and regular reviews of our content is performing. They have been a pleasure to work with!”
Cas Scott, Digital & Direct Marketing Manager – Beyond Bank
RESOURCES
Downloadable whitepapers on topics covered by this Case Study
13www.castleford.com.au
14www.castleford.com.au
WHITEPAPERS & EBOOKS
This is a selection of our Downloadable Whitepapers and Ebooks on a broad range of content marketing topics.
You can read about how content marketing works here, and browse more of our downloads here.
You can also subscribe to our fortnightly ‘Content Marketing Highlights’ newsletter, and find more valuable content in our Resource Library.
FACEBOOK MARKETING 50 tips and tricks to help you get Facebook marketing working for your business
SEO AND CONTENT MARKETINGThe leading roles both SEO and content marketing play in the digital marketing mix
INBOUND MARKETING BEST PRACTICESHow to generate higher-quality leads with inbound marketing best practices
THE FUTURE OF CONTENT MARKETINGYour guide on how to keep up with the ever- increasing rates at which content marketing evolves
USING SOCIAL ADS FOR LEAD GENMaximise your content marketing reach and generate leads through social media advertising
GOOGLE ANALYTICS GOALS How to use Google Analytics goals to tell you which content turns visitors into leads, and how much value that represents to your brand
LINKEDIN MARKETING 50 tips to help leverage LinkedIn marketing to build awareness and generate leads
WEBSITE REBUILDS50 key tips when creating your new site from a content marketing perspective
CONTENT MARKETING ROIThe essentials of content marketing ROI and how to drive bottom lIne results for your business
WEBSITE USER EXPERIENCE 60 actionable UX tips make life easier for your visitors and increase your chances of converting more of them into customers
WHITEPAPERS EBOOKS
15www.castleford.com.au
We are Castleford: an experienced, creative, full-service content marketing agency working with a broad range of clients in Australia and New Zealand.
Sydney
333 George St, Sydney, NSW 2000 +61 2 8973 1908
Auckland
19 Victoria St WestAuckland, 1010+64 9 951 6469
ABOUT US
Melbourne
31 Queen StMelbourne, VIC 3000+61 3 9018 5223
