Client: Singtel
Project Title: Creating editorial content for Singtel myBusiness Techblog
BACKGROUND
With more than a million shareholders and as the premier telco in Singapore, Singtel is an important part of Singaporean life. The brand is a leader in content creation and one of its channels serves as a platform to help small businesses.
BRIEF
Singtel engaged Click2View to create a content strategy for Singtel’s myBusiness, a platform dedicated to providing useful stories, guides, tips and information for Singapore small-to-medium size business owners and staff.
RESPONSE
Our goal was to get to the root of pain points for small business owners in Singapore. We decided to create a range of newsworthy articles by having our professional journalists hunt for stories that would be of direct relevance to the target audience.
We created a content strategy that included building audience personas to test the content. We researched competitors’ channels and audited Singtel’s existing content output. We then developed a new content style guide and editorial calendar before setting about creating a consistent stream of new articles to populate the myBusiness blog.
Take a look at all the articles.
OUTCOME
Organic search traffic increased from 50% to 73%. Click-through rates for product-focused content increased from 3% to 7% and thyen to 10%. The myBusiness email subscription service open rate went up from 30% to 34% with click-through rates increasing from 18% to 24%.
