Quora Content Marketing Case Study

About the Client

Bajaj Finserv Limited is the holding company for the businesses dealing with financial services of the Bajaj Group. It independently runs the core businesses of Lending, Insurance and Wealth Advisory. Bajaj Finance Limited is the consumer finance lending arm of Bajaj Finserv Limited.

It is the most diversified retail-focused NBFC in the country and the largest financier of consumer durables. Bajaj Finance Limited prides itself for holding the highest credit rating of FAAA/Stable for any NBFC in the country today.

The Challenge

Driven by its mission to consistently provide innovative finance solutions across lending, protection and savings domains; Bajaj Finserv wanted help to increase their online visibility of its major products - loan, investment and durable finance such as Home Loan, Personal Loan, Business Loan, Fixed Deposit and EMI finance.

The campaign designed aimed to publish content related to loan products on Quora – a popular QnA platform that regularly features in Google search results. The idea was to “influence” customers for loan products who were in the research phase and asking related questions on Quora. It would help the Brand not only get in front of an audience that is “in-market” but build trust and credibility by offering them the right information for informed decision-making.

1. Changing mindset - Our biggest challenge was changing the mindset of the team to start looking at Quora as an influencer marketing platform [as opposed to a mere link building opportunity] and relook at the way we were approaching content creation. It took time to convince the team to create brand neutral content because that was the only way to sound genuine and win the customer’s trust.

2. Building trust and credibility - The next challenge was to rechristen the existing profiles to make them look like genuine, independent contributors in their respective topics of interest.

3. Scaling the campaign - The final challenge was to quickly scale the content marketing campaign so that it would have any measurable impact on business metrics. Otherwise the teams would lose faith in the new strategy and slip back to the old ways of creating content.

The Solution

Strategy & Execution

We devised and executed a well-researched strategy to identify and answer queries on Quora related to finance domain:

The project was kick-started with the creation of a new Quora profile named Arwind Sharma in October of 2015 and a second one named Anamika Verma in October of 2016. Originally, these profiles were created purely for acquiring backlinks for the SEO campaign, but starting August 2017 we changed our approach.

The following steps were undertaken to create a stronger presence & authority on Quora:

  • Rebranding the profiles - we rebranded the profiles to make Arwind Sharma an “independent” expert in Personal Loans and Anamika Verma an “independent” expert in Home Loans & Mortgages, not directly associated with the brand. We thought this approach would work better than both profiles talking about all finance topics. And it did!
  • Building trust and credibility – used experience-based storytelling and in many cases, brand-neutral content, to win the trust of users. And referred to external resources for finance-related informative tutorials such as Wikipedia links, Wikihow, etc. to build credibility for the profiles.
  • Multiple Content Formats – made full use of Quora platform to create and embed content in multiple formats to engage users in the most effective way. For example, we created an apt explanation of loan application process via a combination of videos, images, step-by-step process.
  • Identifying “more” questions to answer to drive scale – we researched all possible topics where we could create content and “influence” users. In addition to obvious topics like home renovation, home purchase, personal finance etc., we got into popular conversations about vacation, weddings, education wherever expenses were being discussed. The increased frequency of content sharing helped us get more views, build more engagement and increase followers.
  • Facilitating quick resolution – we tried to be the first to react to user's queries (both product-based and generic) and win their confidence before the competition had the opportunity to influence them in their favor. We used Quora’s profile notifications to help facilitate this.
  • To-the-point Answers – created to-the-point answers that quickly solved user’s queries. Further, channelized efforts to improve user experience by reducing hops and direct them to the right query to make informed decisions. This strategy also helped get up-votes for answers and increase visibility.

Creativity & Innovation

Experience-based Storytelling - The most creative part of the campaign was using techniques of experience-based storytelling to “influence” the audiences’ decision-making process.

We created answers and subtly promoted the brand using the first-hand experience of our contributors, making them look genuine and trustworthy. We made it look like our two contributors had already been in that situation before and therefore in a position to answer the user’s query.

Immersive content experience - Our biggest innovation was we created content in multiple formats like infographic, video, image, and footnotes to reach the target audience. That too at a time when the competition was not doing it. As a result, our answers got maximum views and upvotes which further fueled views.

  • Infographics - designed interactive infographics serving as quick product guides. For instance, infographic on online form filling for loan application in 4 simple steps, etc. Integrating them into answers to generate increased viewership.
  • Videos - created several videos around products and ‘how to' keywords. For example, how to apply for a personal loan, etc. Again, using them in answers to increase views and engagement.
  • Images - using optimized images to provide refined answers to user queries.
  • Footnotes - inserting footnotes in informative tutorials to clarify information and provide details the user is unfamiliar with.

This approach helped us garner the ‘trust’ and ‘engagement’ from Quora users. We were able to get Bajaj Finserv into their consideration set and move them along the sales cycle.

The Results

Both contributor profiles became “influencers” in their respective domains. The profiles, via the content created, attracted massive views via authentic and high-quality knowledge-sharing. Their answers impacted purchase decisions of users on the platform and prompted them to click through to the Brand’s website.

Arwind Sharma
Total profile views of 5,00,826 accumulated in 12 months from August 2017 until July 2018.

Starting from 28,781 in Aug 2017 to 68,457 in July 2018 the profile witnessed a 138% growth in monthly organic views.

2nd Rank in Personal Loans category

4th Rank in Loans category

Anamika Verma
The total number of views 1,64,108 accumulated in 12 months from August 2017 until July 2018.

Starting from 14,244 in Aug 2017 to 31,400 in July 2018 i.e. the profile witnessed a 120% growth in monthly organic views.

Month Number of Views for Arwind Sharma Number of Views for Anamika Verma
Aug-17 28,781 14,244
Sep-17 24,513 9,860
Oct-17 28,530 9,446
Nov-17 31,530 11,250
Dec-17 25,823 9,354
Jan-18 39,307 4,076
Feb-18 40,733 6,586
Mar-18 47,104 10,726
Apr-18 49,088 13,820
May-18 53,567 18,011
Jun-18 63,303 25,335
Jul-18 68,547 31,400
Total 5,00,826 1,64,108

Influence and Referral Traffic

By publishing strong, opinionated and thoroughly researched content we helped get Bajaj Finserv in the consideration set when users with purchase intent were researching on Quora. The trust resulted in increased referral traffic. Hence, driving “in-market” audiences to product pages on the brand website.

The Recognition

Our new approach and content strategies bagged us multiple recognitions on Quora:

  • 1st position in ‘Home Mortgage' for ‘Most Viewed Writers' for Anamika Verma profile
  • 2nd position in ‘Personal Loan’ for ‘Most Viewed Writers' for Arwind Sharma profile
  • 4th position in ‘Loans’ for ‘Most Viewed Writers' for Arwind Sharma profile

Aglasem - SEO Case Study

About the Client

Aglasem.com is one of the largest student guidance portals. It provides updates and preparation material of school studies, entrance exams, college admissions, government jobs, talent search exams, Olympiads.

Admission.aglasem.com provides National, state and college level entrance exams and admissions updates, helps with preparation and query solving.

The Challenge

As a popular student portal, the website was already pulling in organic traffic, but in December 2017, with the 2018 admission season (March ‘18 to June ‘18) ahead of them, the client approached us to better their previous years’ traffic numbers and overall website performance. Given that the client had already done a pretty good job of driving traffic the previous admission season in 2017, it was going to be tough to beat the numbers especially with the competition having strengthened as well.

The Solution (Approach)

Not ones to shy away from a tough challenge, we started working in January 2018.

  • admission.aglasem.com is a massive portal with 16,876 pages. Since we had very little lead time before the start of the admission and exam season, we had to be planned and methodical in our approach. We quickly researched the admission and exams calendar and search trends to identify which keywords and landing pages to focus on in which month.
  • Given that this was a guidance portal with rich content, most visitors came looking for information. As most of the traffic was from mobile, we knew immediately that we needed to implement AMP pages to boost organic traffic from mobile even further.
  • We also realized that we could extract more traffic from keywords by implementing schema that would appear as rich snippets in search results thereby improving CTRs.

First 2 Months Focus was On-page Optimization: In the 1st 2 months from Jan-Feb ’18 we decided to make big, site wide on-page SEO changes that would have a “big” impact as opposed to focusing on optimizing independent landing pages.

  • Keyword Research and Landing Pages – exhaustive research to identify exam and results announcements dates to identify which keywords to work on in which month. Based on keywords identified, we mapped target landing pages to be optimized on a month to month basis.
  • AMP Pages – Before anything else, we undertook implementation of AMP Pages because we felt this could give us a significant boost in mobile traffic. This gave us immediate boost in traffic in January 2018 itself. We faced some issues with AMP in the 2nd week of February ’18, but this was fixed before the end of the month. This resulted in a temporary drop in AMP traffic, but from March, as the search trends picked up, the AMP traffic went through the roof!
  • Site-wide On-page SEO changes –
    • Header and Footer Optimization to include links to most popular Exams and topics. Added drop down menu to the header to improve navigation.
    • Improved internal linking to drive link juice to relevant landing pages and boost Page Authority.
    • Fixed large number of dead URLs that were going 404 [not found] but were still linked to from the content.

Next 4 months Focus was Content Optimization: From March to June ‘18, our focus was on optimizing keywords and landing pages that were going to be popular in that given month. Most of the effort was around content optimization and link building

  • Content Optimization for Rich Snippets – we optimized content [exam, syllabus, results pages etc.] with proper schema so it would appear in search results and boost CTRs.
  • Content Optimization for Quick Answer Box – we optimized content in structured data format, so many queries would start appearing in quick answer box.
  • Content Syndication - we created content on the basis of the upcoming exams which includes articles, blogs, press releases, guest posting, etc. these were syndicated across the web for brand awareness and backlinks.
  • We undertook a massive link building campaign which included activities like list creation, pdf sharing, Quora submissions, company profile creation and web 2.0 pages creation, microblogging, content curation, social sharing, community sharing, video posting and RSS feed submission.

The Results

We saw a whopping Increase of 588% in organic search traffic from Jan’18 to June’18. This was an awesome jump by any standards.

This translated to a 608.70% increase in Page views from Jan’18 to June’18.

The client was thrilled with the performance as they saw a 44% increase in organic sessions for the 6-month period from Jan’18-Jun’18. Significantly more than they had expected.

Month on Month Growth in Organic Traffic

Focus Strategy on AMP - Our strategy of focusing on AMP pages to boost mobile traffic and implementing Schema to boost CTRs delivered fantastic results!

Organic traffic from AMP pages increased by 755% from Jan’18 to June’18. This was the major contributor to the growth in organic traffic.

Focus Strategy on Rich Snippets - The rich snippets started appearing in Google search results for many high search volume keywords which helped increase CTRs dramatically.

Avg CTR. improved from 5.9% in Jan.’18 to 9.5% in Jun’18.

We laid great emphasis on the content in this campaign as we saw a clear opportunity in improving Click Through Rates (CTRs) by updating Schema / Rich Snippets for various sections of content on the website.

We updated content for accuracy and completeness and used Schema for following content types:

  • Exam Pages [exam date, type, duration etc.]
  • Syllabus Pages [number of questions for various subjects etc.]
  • Results Pages [date of exam, date of declaration of results, date from when and where score card can be downloaded etc.]
  • Registration / Application Forms [ Fees for early and late registration, fees for rescheduling and retaking exams]
  • The content updation and schema implementation was a great hit as we saw significant jump in CTRs from January 18 to July 18.

Aditya Birla Finance Limited – Display Performance Advertising Case Study

About the Client:

Aditya Birla Finance Limited (ABFL) is a non-banking financial company (NBFC) which customizes private financing solutions to help businesses achieve success. Incorporated in 1991, the company offers customized solutions for Capital Market, Corporate Finance, Commercial Real Estate & Mortgages and Infrastructure Project & Structured Finance.

The Challenge:

When ABFL approached Techmagnate for its PPC services, they had a very clear and precise goal - generate thousands of leads from SMEs, Entrepreneurs, Self-employed people looking to avail Business Loans. The target market, comprising of small business owners, entrepreneurs and self-employed professionals, was a small one. The search inventory on Google network for the target audience was very limited. There were already several established lenders operating in this small, but hyper competitive market. To deliver thousands of leads from such a small target market at a predefined Cost Per Lead (CPL) was always going to be a tough challenge. It was going to require all our experience and expertise to deliver a perfectly targeted PPC campaign and meet the numbers!

The Approach

This PPC campaign was launched in the start of the year 2017. This ABFL campaign was launched in January 2017 for 3 months until March 2017.

Audience: Our first task was identifying the target cities where the relevant business audience would be available. First point reference was the client data of top 20 Indian cities with highconcentration of registered businesses. Second point reference was client’s Google Analytics data of top Indian cities sending most traffic over the past 1 year. Third point reference was search volume extracted from AdWords. All three data sets were mapped to arrive at a final list of 13 cities for targeting.

Execution: We started the lead generation campaign with Google Search using relevant keywords to attract users looking for business loans. We realized very quickly that Search traffic was limited, and we wouldn’t be able to hit lead targets based on the search campaign.

To increase the volume of leads, we planned a strategy especially focusing on for Google Display.

Here’s what we did:

  • Contextual and Topic based targeting - we identified placement categories based on business loans, MSME loans, working capital etc. These were layered with demographic targeting. The top performing placements were clubbed into a Managed Placements campaign layered them with demographic targeting.
  • Gmail Sponsorship Promotion (GSP) Ads - Always keen to test new features, we utilized this technology very effectively. We used contextual targeting, based on keywords and competitor domains, within Gmail to generate leads.
  • Interest + Custom Affinity Audience Targeting – We built a custom affinity audience based on 1)specific keywords and 2) competitor URLs. We layered Interests over this to define a highly relevant audience.
  • In-Market Audience Targeting – Since competitors were already advertising aggressively, we knew we would be able to find In-Market audiences. This technology was used with great results.
  • Smart Display – We used the Smart Display Campaign Optimizer to manage targeting and bidding for Display campaigns automatically. This helped us find conversions at the desired cost per lead.
  • Remarketing - We utilized the search network data to re-market on the display network. While effective in terms of cost per lead, it couldn’t deliver volumes based on search volume limitation.
  • All Campaigns on the display network were optimized on a regular basis by eliminating low performing placements and audiences, optimizing bids at device level and excluding low converting locations.

The Results

In a result-oriented market nothing speaks better than success and we achieved fantastic results for our client. We managed a stupendous growth in leads to 4.5 times the assigned target. And this was achieved without overstepping the CPL. This phenomenal increase in leads resulted from a massivelysuccessful Display campaign, as can be seen in the section below.

Display does the magic!

There is only one word to describe the results – stupendous! We saw an incredible increase in leads, month-on-month. The CPL was well maintained and there were no complaints on the quality of leads either. Here’s a quick look at how display helped deliver stupendous results:

  • 80% of total leads or close to 53,000 leads came from the Display network
  • 93% of the total impression were served by the Display network.

The chart below shows the total no. of leads from different networks

NOTE: Display includes Topic, Context, Custom Affinity, In-Market, GSP, Smart Display campaigns. Though part of Display, Remarketing has been shown separately.

Where the leads came from?

  • Contextual and Topic based Targeting - contributed close to 40% of Display leads.
  • Gmail Sponsorship Promotion (GSP) Ads - contributed a very significant 20% of Display leads.
  • Interest + Custom Affinity Audience Targeting - contributed close to 14% of Display leads
  • In-Market Audience Targeting - contributed close to 13% of Display leads
  • Smart DisplayAds - contributed close to 6% of Display leads
  • RemarketingAds - contributed close to 5% of Display leads.

Leads that dwarfed targets!

We, as a company, thrive on challenges and we were thrilled to exceed expectations by such a large margin – we managed 4.5 times more leads than the client’s target! As the chart below depicts, our lead numbers dwarfed the targets.

NOTE: The absolute numbers have been indexed to facilitate the comparison of growth.

Our Learnings

When used intelligently Display Advertising can be very effective medium for Performance Marketing.

Aglasem – Mobile SEO Performance Case Study

About the Client

Aglasem.com is one of the largest student guidance portals. It provides updates and preparation material of school studies, entrance exams, college admissions, government jobs, talent search exams, Olympiads.

Admission.aglasem.com provides National, state and college level entrance exams and admissions updates, helps with preparation and query solving.

The Challenge

As a popular student portal, the website was already pulling in organic traffic, but in December 2017, with the 2018 admission season (March ‘18 to June ‘18) ahead of them, the client approached us to better their previous years’ traffic numbers and overall website performance. Given that the client had already done a pretty good job of driving traffic the previous admission season in 2017, it was going to be tough to beat the numbers especially with the competition having strengthened as well.

The Solution (Approach)

Not ones to shy away from a tough challenge, we started working in January 2018.

Admission.Aglasem.com is a massive portal with 16,876 pages. Since we had very little lead time before the start of the admission and exam season, we had to be planned and methodical in our approach. We quickly researched the admission and exams calendar and search trends to identify which keywords and landing pages to focus on in which month.

Given that this was a guidance portal with rich content, most visitors came looking for information. And previous year’s data showed that most of the organic traffic came through mobile. We knew immediately that we needed to implement AMP pages to boost organic traffic from mobile even further.

We also realized that we could extract more traffic from keywords by implementing schema that would appear as rich snippets in search results [both desktop and mobile] thereby improving CTRs.

First 2 Months Focus was On-page Optimization: In the 1st 2 months from Jan-Feb ’18 we decided to make big, site wide on-page SEO changes that would have a “big” impact as opposed to focusing on optimizing independent landing pages.

  • Keyword Research and Landing Pages – exhaustive research to identify exam and results announcements dates to identify which keywords to work on in which month. Based on keywords identified, we mapped target landing pages to be optimized on a month to month basis.
  • AMP Pages – Before anything else, we undertook implementation of AMP Pages:
    • Ensured that users can experience the same content and complete the same actions on AMP pages as on the corresponding Desktop pages.
    • Ensured that metadata are equivalent across both versions of site - desktop and AMP.
    This gave us immediate boost in traffic in January 2018 itself. We faced some issues with AMP in the 2nd week of February ’18, but this was fixed before the end of the month. This resulted in a temporary drop in AMP traffic in February, but from March, as the search trends picked up, the AMP traffic went through the roof!
  • Site-wide On-page SEO changes –
    • Header and Footer Optimization to include links to most popular Exams and topics. Added drop down menu to the header to improve navigation.
    • Improved internal linking to drive link juice to relevant landing pages and boost Page Authority.
    • Fixed large number of dead URLs that were going 404 [not found] but were still linked to from the content.
    • Implemented canonicalization (AMP) recommendations for desktop to mobile version and vice versa as crawlers needs clear indications about mobile version of the website.
    • Resolved Mobile Usability Issues

Next 4 months Focus was Content Optimization: From March to June ‘18, our focus was on optimizing keywords and landing pages that were going to be popular in that given month. Most of the effort was around content optimization and link building

  • Content Optimization for Rich Snippets – we optimized content [exam, syllabus, results pages etc.] with proper schema so it would appear in both mobile/ AMP and desktop search results and boost CTRs.
  • Content Optimization for Quick Answer Box – we optimized content in structured data format, so many queries would start appearing in quick answer box, again on both mobile and desktop.
  • Content Syndication - we created content on the basis of the upcoming exams which includes articles, blogs, press releases, guest posting, etc. these were syndicated across the web for brand awareness and backlinks.
  • We undertook a massive link building campaign which included activities like list creation, pdf sharing, Quora submissions, company profile creation and web 2.0 pages creation, microblogging, content curation, social sharing, community sharing, video posting and RSS feed submission.

The Results

Organic Mobile Performance:

We saw an incredible 728% increase in traffic for Mobile Devices from Jan’18 to June’18.

But the even more astonishing number was a 775% increase in organic AMP traffic from Jan’18 to June’18.

Mobile devices [along with AMP pages] contributed 65% of Total Organic Sessions garnered during this 6-month campaign.

While many factors contributed to improvement in mobile performance, the primary reason was the success of the AMP pages.

Month On Month AMP Traffic vs Total Mobile Organic Traffic

Overall Organic Performance:

We saw a whopping increase of 588% in organic search traffic from Jan’18 to June’18. This was an awesome jump by any standards.

The client was thrilled with the performance as they saw a 44% increase in organic sessions for the 6-month period from Jan’18-Jun’18 vs Jan’17-Jun’17. Significantly more than they had expected.

Our strategy of focusing on AMP pages to boost mobile traffic and implementing Schema to boost CTRs delivered fantastic results!

The rich snippets started appearing in Google search results for many high search volume keywords on desktop and mobile which helped increase CTRs dramatically.

Appearance of Rich Snippet Info in SERP:

Avg CTR has improved from 6.2% to 10.1% in Jan.’18 to 9.5% in Jun’18.

We laid great emphasis on the content in this campaign as we saw a clear opportunity in improving Click Through Rates (CTRs) on mobile by updating Schema / Rich Snippets for various sections of content on the website.

We updated content for accuracy and completeness and used Schema for following content types:

  • Exam Pages [exam date, type, duration etc.]
  • Syllabus Pages [number of questions for various subjects etc.]
  • Results Pages [date of exam, date of declaration of results, date from when and where score card can be downloaded etc.]
  • Registration / Application Forms [ Fees for early and late registration, fees for rescheduling and retaking exams]

The content updation and schema implementation was a great hit as we saw significant jump in CTRs from January 18 to July 18 on both desktop and mobile.

Online Reputation Management (ORM) Portfolio for Ecommerce Websites

We know years of toil and sweat go into building a reputation, which can easily be damaged by a single negative review, comment, or post. Helping you build or rebuild a positive online reputation for organizations and individuals is what we strive for at Techmagnate. Our team provides a personalized approach to create a comprehensive ORM strategy to help you stay far ahead of your competition.

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