Case study · Prior role
Most content programmes report traffic. This one is worth writing up because the sales team could name the sales it closed: five, from case studies they used in their conversations with investors.
Business
A US investment platform
Market
United States
Channel
Organic content and SEO
Timeframe
February – October 2024
Cadence
Two posts and one case study a week
Role
Content Lead, in a prior role
Headline result
5 confirmed sales from case studies; qualified investor engagement up 35%
Investors buy on proof. A platform asking for their money is judged on what has happened before, not on what it promises, and the questions they ask late in the decision are rarely the ones a traffic-led blog answers.
So the content had two jobs: bring in investors searching with intent, and give the sales team something to send when a conversation needed evidence.
A fixed weekly cadence: two search-led posts and one case study every week, from February to October 2024.
Keywords chosen for investor intent: more than 150 high-intent keywords targeted across the posts.
Case studies written for the sales conversation, so a salesperson could send one mid-conversation.
In the sales team’s hands. The sales team used the case studies with investors, and five sales were confirmed as closed with them.
Writing about investments means writing inside the rules on investment communications: no promised returns, past results presented as past results, and risk stated plainly. A case study that overreaches is a liability, not an asset.
5
Confirmed sales
Closed by the sales team with the case studies
+35%
Qualified investor engagement
During the programme, February–October 2024
+40%
Organic sessions
During the programme
150+
High-intent keywords
Targeted across the posts
At the same company, the paid side halved Google Ads cost per lead in six weeks: that case study is here.
In the Acquisition Audit, content is judged the way this programme was: does it reach buyers who are close to deciding, and can sales use it? The Audit maps your keyword demand to the questions buyers ask late in the cycle, and the content plan in its 90 days starts there. More on how we approach it for regulated products is on our fintech SEO page.
124 Meta lead-form leads in a week, with zero ad rejections
Our own programme in financial services across Kenya, Nigeria and South Africa.
Google Ads cost per lead from $80 to $40 in six weeks
A US investment platform, $5,000 a month, verified leads up 60%.
12 service pages built for search intent
+70% organic traffic and +50% keyword coverage at a US marketing agency.