Developing a content strategy for Confused.com

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Confused.com operates in a fiercely competitive market, heavily reliant on acquisition marketing. To reduce this reliance and encourage more loyalty amongst its customers, we put in place a content strategy with editorial content at the heart.

An editorial focus was developed with daily news and feature updates added to the website. Alongside launching blogs, we also introduced a multi-media content strategy including video, widgets and tools, data visualisation and infographics.

A newsletter to its large customer database was also established as part of the content strategy designed to engage the customer base and increase conversion. The result was record and sustained traffic to the website through real customer engagement.

Strength of engagement ran from over 200,000 views on stand-alone editorial video content; hundreds of comments left on individual blogs and topical articles, as well as thousands of shares on tools and infographics.

Ultimately, the content strategy led to a huge uplift in customer conversion, with content increasing traffic to the website, an impressive 11-fold.

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