Alloy

SEO strategy and standout content marketing for a high-growth fintech

Our Role

Content Audit
Content Marketing
SEO Strategy
Graphic Design

Alloy is an end-to-end identity risk solution that offers banks and fintechs a unified platform for managing identity, fraud, credit, and compliance risks throughout the customer lifecycle. Alloy is also a high-growth fintech. To support their upward trajectory, they needed to amplify the work of their small-but-mighty marketing team by bringing in a vendor to support their strategic content efforts. 
In 2021, Alloy engaged Block Club.

Challenge

Alloy already had a library of high-quality B2B content featuring insights from their in-house subject matter experts. But they needed to increase their content output (without compromising their high standards) and invest in more concerted SEO efforts and design assets to elevate their brand’s visibility.

Solution

Block Club orchestrated a full-site content audit that:

  • Familiarized our team with Alloy’s brand and product offering
  • Created a comprehensive inventory of all existing content assets
  • Evaluated content quality based on accuracy, relevance, readability, and performance
  • Analyzed core topics to identify content gaps
  • Determined how content met the needs of different audience segments and internal teams
  • Identified ways content could be repurposed for potential campaigns and/or social posts

From there, we conducted thorough keyword research and SEO analysis and developed a robust strategy that:

  • Ensured priority keywords were aligned with user search intent and pinpointed additional related keywords
  • Suggested thought leadership and content topics that aligned with both priority and related keywords to establish strong experience, expertise, authority, and trustworthiness (E-E-A-T)
  • Provided recommendations to enhance user experience and journeys across Alloy’s website
  • Outlined tactics for improving site visibility and search engine results page (SERP) rankings to boost organic traffic
  • Assessed existing assets that could be updated and optimized
  • Identified opportunities to create pillar pages around topic clusters
  • Determined KPIs that could be used to measure ongoing success

With the strategy in place, we collaborated with Alloy’s design team to produce visual elements that would help improve user engagement, complement and elevate the copy, and increase brand recognition. This included: 

  • Animated videos expertly designed to explain technical concepts in an easy-to-consume format
  • Design assets for blog posts, pillar pages, slipsheets, and eBooks 
  • A refreshed presentation deck template
  • An expanded icon library to reflect Alloy’s evolving product suite
Since then, Block Club continues to work closely with the Alloy team to execute the strategy, producing dozens of blog posts, webpages, eBooks, pillar pages, and whitepapers in support of Alloy’s content, SEO, and discoverability efforts.

Results

Within a single two-month time period, Alloy saw the following results: 

  • 37.8% increase in engaged sessions
  • 14.8% increase in average engagement time
  • 52.9% increase in form submissions

Working with Block Club, Alloy regularly publishes on-brand content that effectively markets their products and communicates essential brand messages while also leveraging important SEO opportunities.