MoneyGuru.com is a relatively new credit price comparison website, owned by specialist Fintech business, Quint Group, which focuses on personal loans, credit cards, mortgages and credit scores.
The brand is a challenger to the likes of MoneySupermarket and Compare the Market, both of which have huge exposure and brand reach, so the challenge was really on to get visibility in a crowded, restricted and highly competitive marketplace.
Whilst commercial targets were in place, the key performance indicators for our work were centred around visibility, so we required a strong campaign that could deliver huge results.
We needed creative but risk-free Content to showcase the Money Guru brand on external websites and generate high-quality backlinks. The Content Marketing and SEO teams at Evolved Search started with detailed research into industries that were relevant to the brand and sourced publications that would potentially link to a financial services website, which helped us to develop a list of key outreach targets and content ideas.
We had already delivered a number of high-performing content pieces throughout 2018, but in September/October, launched our best yet: a look into the Dark Web and the realities of personal data being sold on it, to the detriment of the everyday consumer.
This topic resonated with concerns of data security online, especially as financial services are becoming increasingly digital-centric.