The Challenge

As part of a revenue and lead generation program, I was tasked with creating a content campaign targeted specifically on the emerging market of Buy Now, Pay Later (BNPL) providers and how Socure solves their unique challenges.

The Solution

I worked with Product and Sales SMEs to uncover the three themes to focus on, then drove the strategy and created all the content for the campaign. This campaign was prioritizing speed, so I started with three top-of-funnel ghost-written blog posts, then turned those into a more detailed buyer’s guide. I worked closely with Product Marketing and Demand Generation to ensure I was creating assets that both met Product’s goals of showcasing our technology features and Demand Generation’s goals of persona relatability, all within my content goals of clear and focused language within the distinct Socure brand.

The Results

Socure usually spoke to customers on a product and corporate brand level; this was the first Socure campaign to center around a targeted theme. The blog series became three of the highest viewed of the year, with the series as a whole driving a 46% content conversion rate (about triple Socure’s average in more established verticals). It was also the first time the CEO trusted a ghost-writer to create content with his byline. The three challenges approach became a feature of strategy meetings and a jumping off point for thematic approaches across other verticals as well.