Intuition
Digital Campaign
Project description
As the culmination of my summer internship, I presented a complete marketing campaign for an e-learning course focused on operational risk management. This course was designed for financial professionals or new graduates to continue their learning.
Lead generation
A key aspect of the campaign is the lead-generation form. By using a quiz featuring a few content questions related to the course, potential customers can test their knowledge to determine if the course would be beneficial to them. Based on their score, the form provides different additional resources to click on and categorizes them to receive one of two follow-up emails.
Blog posts
To utilize SEO and drive customers to our site, I also wrote six articles focused on different aspects of the course. These articles were a mix of self-written and AI-generated. This topic area is very niche, and by using select keywords I pulled from my research, the articles are able to rank highly for organic search results. Each article features the lead-gen quiz to generate leads.
Pillar page
All these content elements are contained into a singular pillar/landing page. This page acts as the topic-area hub, providing all the resources we offer in one location. It also provides additional details on the company's expertise and offerings.
Social media & Hubspot emails
Supporting these pieces of content are social media posts and content emails. Snippets of engaging content are posted to the company's LinkedIn to drive traffic to the articles and pillar page. Finally, using the company's existing email list and the leads generated by the quiz, marketing emails are sent to potential customers to follow up and provide additional resources.
Results
This campaign was approved for use in European and North American markets, to be rolled out starting in Fall 2023.