When we changed our strategy post-Covid, we were looking for a new partner to help us execute multiple things in very less time. It has been an extremely satisfying experience with The Wise Idiot for all our content marketing needs.
The organisation is part of a conglomerate. One of the largest broking houses in India, they offer various financial services to over 2.4 million retail and institutional clients over 25 years and established strongly as a leading brand in the sector thanks to their extensive branch network throughout India, end-to-end technology platforms, and skilled management.
In less than 1.5 years, our content assisted them to increase their website traffic by over 50%, organic ranking position for 26.27% more words. The impact of content credibility: 50% more referring domains.
This was done through a broad content strategy, which included landing pages, blog pages, and distribution through social media, quora and other video platforms.
With new leadership being bullish on organic digital growth, switching to online-first marketing was a challenge.
Extremely high competition for certain keywords. Other industry players like discount brokers and new startups, were already ranking higher due to content.
On the business front, they had to compete with both niches: traditional as well as discount brokers.
As a result, ranking below the third search result meant loss of traffic and unnecessary cash burn.
The current content strategy was ineffective and needed better utilization of keywords and in-depth content.
Needed content to not just acquire customers, but expand the partner (sub broker) network to build a wider sales channel.
The lack of high-quality educational content about their product features and market basics meant not being able to attract first-time/ novice investors.
Almost zero repurposing of content
No recognition or recall value for senior leadership, including the MD
We started by understanding the target audience’s requirement and intent. We figured out that the TG trusted brands that educated them on fundamentals of financial markets.
Worked closely with SEO partners to fix exact requirements of keywords, density etc. Prepared a process and strong content briefs to minimise hassle and efforts at the client end.
We prudently added high-intent long tail keywords as in the blogs to target the masses.
Created monthly blog schedules based on various themes, ultimately creating ~750 blogs and 100+ other collaterals.
We not only used the keywords strategically, but also managed keyword density to manage ease of reading (humanised content).
Using our domain expertise and competition research, we pinpointed the tone and language resonating with the TG.
Took initiative and provided recommendations beyond website-based content for other mediums.
Formulated a range of educational reels/ articles, to grab new investors’ attention by giving required information in minimal time with. Executed it in multilingual formats: created fast, and at scale.
Along with this, we also created internal communication, board presentations, etc.
Within a short period of working with TWI, the client’s website experienced a surge in organic traffic. This was attributed to the keyword-specific strategy adopted by our writing team.
increase in organic
website traffic.
keywords (176% rise) ranking in the Top 3 search results, 37,660 ranking 4-10 positions.
Organic ranking increased
for 1,23,057 new words
increase in
referring domains
