How content strategy boosted product signups by 63% for ConsenSys
-
Revamped the case study by simplifying jargon, highlighting key developments, and improving visual clarity, making complex concepts accessible to a wider audience.
-
Repurposed the case study into a PDF, blog posts, and social media content, leading to a 63% increase in downloads and wider audience reach.
-
Used LinkedIn to reach decision-makers in the commodity trade finance sector, boosting visibility and engagement across key industry platforms.
Overview
Who
komgo – Finance trade finance platform for financial institutions and corporates.
Task
What
Establishing komgo as a leader in blockchain-powered trade finance.
Building awareness and engagement using an internally circulated case study as the foundation.
Strategy & Process
At the time, blockchain for commodity trade finance was still emerging, with limited industry awareness. komgo's digital presence was minimal, relying on a singular case study. To address this challenge and align with business objectives, I carried out:
Content Overhaul: Simplified the content by removing redundant text and jargon while highlighting key developments and innovations in blockchain-powered trade finance.
Visual Enhancements: Collaborated closely with the design team and internal stakeholders to create engaging visuals, including comparison diagrams, icons, and more white space, ensuring technical details were clear and visually appealing.
SEO Optimization: Optimized headers and subheadings for SEO and integrated strategic keywords to improve search visibility, ensuring the content ranked better on search engines.
Multi-Format Distribution: Repurposed the case study into a downloadable PDF, blog posts, landing pages, and social media content to reach a broader audience across multiple platforms.
Supporting Media & Evergreen Content
To reinforce komgo’s authority in the industry and engage the target audience, I created a multi-channel content strategy, with materials helped build awareness and credibility, driving audience engagement and moving prospects through the sales funnel, including:
Umbrella Use Case Page: Developed a Blockchain in Financial Services page to provide a high-level overview of how blockchain technology is transforming the financial industry. This page emphasized how blockchain generates new revenue, improves efficiency, enhances the end-user experience, and reduces risk in business operations.
The financial industry is recognizing the transformative impact of blockchain technology on generating new revenue, delivering process efficiency, improving end-user experience, and reducing risk in business operations.
Revamped Case Study: Highlighted komgo’s success in modernizing commodity trade finance through blockchain, including a detailed before-and-after comparison of processes.
Social Media Posts: Developed social media content tailored for LinkedIn, targeting decision-makers in the commodity trade finance sector, as well as concise, impactful posts for Twitter.
Blog Posts & Landing Pages: Created blog posts and dedicated landing pages to engage audiences and generate leads.
Blog Post: komgo’s Blockchain Trade Finance Platform
Case Study Landing Page: komgo: Blockchain Case Study for Commodity Trade Finance
Impact
63% increase in case study downloads
Improved readability and engagement, making blockchain in trade finance accessible to a wider audience
Enhanced brand visibility in the financial sector, positioning komgo as a leader in blockchain trade finance
Scalable content and design framework for future updates
This campaign positioned komgo as an industry thought leader, significantly boosting awareness, downloads, and engagement from a previously manually distributed case study.