THE BRIEF Abacus approached us with one thing on its mind – growth. With demand for digitisation skyrocketing, this was its chance to break into new markets and engage digital decision makers. But to do so, Abacus needed a fresh marketing strategy with content at its core.
HOW IT WAS DONE We started by updating Abacus’ positioning and messaging and defining its buyer personas. We then applied what we’d learnt to build a persona-led architecture for a new website specially designed to capture leads. Content drove the programme and we developed a library of compelling issue-led assets that propelled prospects along the buyer journey.
THE RESULT In month one alone, the website recorded a 55% increase in organic web traffic, a 14% increase in email click-throughs and a staggering 276 MQLs from content downloads.