A year ago, we were tasked by Accord Mortgages to come up with a content marketing strategy that increases engagement with UK-based mortgage brokers. The resulting campaign has been shortlisted for Prolific North’s B2B Marketing Campaign of the Year!
The campaign is called The Accord Growth Series, a content rich hub providing brokers with a series of valuable resources to help grow their business. We knew that if Accord could add value by becoming a regular publisher of great content, the products would sell themselves.
The campaign has successfully engaged mortgage brokers and feedback continues to come in thick and fast about how useful they find the Growth Hub. Brokers are using it as a central information resource for developing their business on an ongoing basis, and that enthusiasm is coming through in the numbers too: 89% open rate on top performing emails, over 3,000 podcast downloads, over 3,400 brokers signed up, and a 50% conversion rate on key landing pages.
It goes to show that content marketing is alive and well, and a simple strategy designed to create good content to a target audience does pay off. The trick is in defining ‘good’ content...
That challenge doesn’t faze us though; if you want to find out how we can help you engage with your customers through a strategy that delivers results, we’re only ever a phone call or an email away.