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Hope the weekend was great, #MarketingTwitter!
Our team at @RightMetric put together this case study about how @Wealthsimple built a content strategy that drove 7 million web visits – check it out and I hope that you find it valuable!
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Our team at @RightMetric put together this case study about how @Wealthsimple built a content strategy that drove 7 million web visits – check it out and I hope that you find it valuable!
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To provide some background context, the COVID-19 pandemic brought along the following:
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https://abs.twimg.com/emoji/v2/... draggable="false" alt="➡️" title="Pfeil nach rechts" aria-label="Emoji: Pfeil nach rechts"> More Free Time
https://abs.twimg.com/emoji/v2/... draggable="false" alt="➡️" title="Pfeil nach rechts" aria-label="Emoji: Pfeil nach rechts"> Financial Concerns
Market Volatilityhttps://abs.twimg.com/emoji/v2/... draggable="false" alt="➡️" title="Pfeil nach rechts" aria-label="Emoji: Pfeil nach rechts"> More Free Timehttps://abs.twimg.com/emoji/v2/... draggable="false" alt="➡️" title="Pfeil nach rechts" aria-label="Emoji: Pfeil nach rechts"> Financial Concerns" title="To provide some background context, the COVID-19 pandemic brought along the following:https://abs.twimg.com/emoji/v2/... draggable="false" alt="➡️" title="Pfeil nach rechts" aria-label="Emoji: Pfeil nach rechts"> Market Volatilityhttps://abs.twimg.com/emoji/v2/... draggable="false" alt="➡️" title="Pfeil nach rechts" aria-label="Emoji: Pfeil nach rechts"> More Free Timehttps://abs.twimg.com/emoji/v2/... draggable="false" alt="➡️" title="Pfeil nach rechts" aria-label="Emoji: Pfeil nach rechts"> Financial Concerns" class="img-responsive" style="max-width:100%;"/>
Market volatility, more free time, and financial concerns drove an increased interest in trading stocks and investing.
These conditions, combined with @Wealthsimple& #39;s offering was well-positioned to leverage favourable market conditions.
Case in point – @Wealthsimple’s web traffic almost doubled (+93%) YoY in 2020.
Direct and organic search channels drove the highest volumes of traffic. Organic search brought +163% more visits in 2020 compared to the previous year.
Traffic from non-branded relevant search terms has been growing YoY. By the end of 2020, 49% of the search web visits came from non-branded keywords.
This wasn& #39;t an accident either... @Wealthsimple has been putting continuous effort into increasing (+138%) the number of relevant keywords on its website.
An increase in relevant keywords helped improve Wealthsimple’s search engine ranking. The number of the keywords qualifying for Top 3 search results grew by +112% YoY in 2020.
Wealthsimple’s elaborate Learn section contains the highest concentration of keywords and is the place where 58% of all organic search visits land. The homepage is the second most popular area for search traffic visits.
On top of that, the Personal Finance 101 area in the Learn section proves to be an invaluable source of financial information and attracts 46% of all inbound search visits.
The Personal Finance 101 section is an evergreen collection of financial literacy articles that cover investing, saving, taxes, crypto, accounts, finance and retirement topics.
Their interactive Retirement Calculator is another search magnet, capable of attracting as much as ~60K monthly search visits.
With all of this said, paid search accounts for only 8% of all search traffic. In 2020, @Wealthsimple spent most of its search ad budget on promoting the Wealthsimple Trade app.
So... what are some key takeaways that we as marketers learn from @Wealthsimple& #39;s approach to content strategy?
Commit to Amassing Relevant Keywords: Content strategy requires commitment and effort. Wealthsimple built out its Learn section, adding more relevant and searchable content and doubled the number of keywords their website ranks for in 2020 which elevated their SERP positions.
Balance Non-Branded Keywords with Brand Mentions: This unlocked opportunities to build awareness amongst financial-conscious consumers that followed non-branded keywords to Wealthsimple’s website.
Focus on Evergreen Content: Wealthsimple built out a collection of articles on various financial topics that live in the Personal Finance 101 section. This section alone accounts for 46% of all organic search traffic.
Invest Resources to Create Truly Valuable Content: While some content in the Learn or Magazine sections isn’t directly related to investing, it serves as a wide funnel to attract and build brand familiarity with those who might consider investing or trading in the future.
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