At Ally Financial, a small team of content creators embarked on a journey that transformed their corporate blog into an award-winning website. This innovative story culminated in winning Best Content-Driven Website and Best Use of Interactive Content at the 2024 Content Marketing Awards, with Jim Bentubo being recognized as the 2024 B2B Content Marketer of the Year.
The story began in 2021 when Jim, then the director of social content at Ally, noticed that the blog was disconnected from the brand both literally (hosted on a separate platform) and figuratively (publishing irrelevant content like bumper stickers). Determined to revamp the blog, Jim took on the challenge and spearheaded the transformation of the blog into Conversationally, a data-driven content hub.
Utilizing first-party data from Ally’s savings and spending accounts, Jim and his team gained valuable insights into customers’ goals and aspirations. By analyzing spending habits, saving patterns, and search trends, they were able to craft a personalized content strategy that resonated with Ally’s audience and aligned with the brand’s objectives.
Audiences don’t just seek information about products; they are more interested in solutions that help them achieve their goals. Ally recognized this shift in consumer behavior and tailored its content to address customers’ savings buckets, such as home ownership, weddings, and travel. By aligning content with the customer journey, Ally was able to nurture readers into potential customers, resulting in higher conversion rates.
To reach a wider audience, Ally partnered with media brands like Condé Nast’s Traveler, Architectural Digest, and Dotdash Meredith to distribute relevant content to specific target groups. These co-branded distribution partnerships allowed Ally to leverage the credibility and expertise of the publishers to connect with audiences interested in various life milestones.
Despite facing challenges with some publishers who preferred directing traffic to their own sites, Jim’s persistence paid off as Ally’s content ecosystem expanded and attracted nearly 4 million page views in its first year. The success of Conversationally prompted the growth of a dedicated team within Ally, consisting of content strategists, editors, and distribution specialists who collaborate with an outside agency to create compelling content.
The Conversationally team operates with a consumer-centric approach, focusing on delivering content that aligns with end-to-end consumer journeys and leads to mutually beneficial outcomes for the audience and Ally. By analyzing data trends, consumer behavior, and topical interests, the team continuously refines its content strategy to stay relevant and engaging.
The evolution of Conversationally serves as a testament to the power of data-informed content marketing and personalized storytelling. By prioritizing relevance and consumer-centricity, Ally has successfully transformed its corporate blog into a dynamic and engaging website that resonates with its audience and drives meaningful action.
In conclusion, the journey of transforming a corporate blog into an award-winning website is a testament to the power of data-driven personalization and strategic partnerships in content marketing. By aligning content with customer goals, leveraging first-party data, and collaborating with trusted media brands, companies like Ally can create engaging content experiences that lead to tangible results.