Case Study · Notabene

How a thought leadership strategy influenced $1.2M in revenue for Notabene.

Established Thought Leadership

Positioned Notabene as a thought leader, with our compliance report cited by the FATF, the global standard-setting body, further solidifying industry authority.

SEO Optimization Drove Lead Generation

Implemented targeted SEO techniques that boosted visibility and attracted high-quality leads through organic search.

Multi-Channel Content Expanded Audience Engagement

Developed gated and ungated content across multiple formats, driving engagement and conversions at various customer journey stages.

Overview

The mandate.

Who

Notabene – A leading crypto compliance platform helping businesses meet regulatory requirements, including the Travel Rule, with secure tools for compliant virtual asset transfers.

What

Position Notabene as a thought leader in crypto compliance and drive revenue through strategic organic content initiatives.

Task

Create the industry’s first public study on crypto regulatory compliance to establish credibility and convert traffic into leads.

Strategy & Process

How we got there.

To achieve these objectives, I worked closely with subject matter experts and various teams on the following initiatives:

Industry Survey

Created a survey to assess the current state of Travel Rule readiness and identify key obstacles in the adoption process.

Report Creation

Co-authored The State of Crypto Travel Rule Compliance Report 2022, providing a comprehensive analysis of the adoption stages, challenges, and actionable recommendations for compliance professionals.

Gated Content

Developed jurisdiction-specific guides, compliance tips, and articles to drive traffic to the main report and capture leads.

SEO & Lead Capture

Optimized all content and leveraged gated download forms to turn high-traffic pages into lead generators.

PR & Outreach

Collaborated with an PR agency to launch the report, leveraging media outlets to increase reach and drive downloads from target accounts.

Evergreen Content

Assets that keep converting.

To maximize the impact of the report, I created a variety of supporting content, including:

Jurisdiction Guides

Region-specific guides on Travel Rule adoption that sustained referral traffic across the compliance ecosystem.

Pitfalls & Playbooks

Blog posts detailing the pitfalls of Travel Rule compliance — practical explainers for compliance officers.

Key Issues Content Pages

Editorial content pages on the highest-intent compliance issues, engineered to convert traffic into report downloads.

Impact

What the program delivered.

We launched The State of Crypto Travel Rule Compliance Report in early 2022, with results measured at the end of the year. By that time, our strategy had directly contributed to:

145

Sessions

New Contacts / First Touch

1,982

Influenced Contacts

Closed Deals

$1,222,728

Influenced Revenue

653

Report Downloads

688 report downloads, including 39 from high-value accounts such as Deutsche Bank, Coinbase, and Standard Chartered Bank.
Cited by FATF in its June 2022 Targeted Update on Virtual Asset Standards — reinforcing category authority at the regulator level.
Positioned Notabene as the go-to public resource on Travel Rule readiness, with proprietary data other analysts began referencing.

This comprehensive approach not only positioned Notabene as a thought leader but also provided proprietary data and actionable solutions to address key regulatory challenges, ultimately driving $1.2M in influenced revenue.

I’ve had the opportunity to work with Lesa twice—initially at ConsenSys and later at Notabene, where I brought her on board to lead our content strategy. Lesa’s strategic insight and execution have been very critical to establishing Notabene’s position as an industry thought leader.
Her ability to craft and implement a content vision has not only elevated our market presence but has also been a foundational element of our success. Lesa is a results-driven content leader, and I highly recommend her to any organization looking for a professional who can deliver impactful, measurable outcomes.

Alice Nawfal | Co-Founder and COO @ Notabene

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