Alloy
Building brand authority with a flagship annual report
In the crowded identity risk management market, brand authority is an essential edge. As Alloy’s agency of record, Block Club helps Alloy stay on top through a category-building content system that shores up Alloy’s impressive brand moat. The centerpiece of our work is Alloy's flagship annual State of Fraud Report, a benchmark survey that has become a recurring and value-generating industry reference point.
What we did
- Data storytelling & visualizations
- Executive thought leadership
- Content systems & campaigns
- AEO/SEO
%%An always-on%% content system
As Alloy's agency of record for brand-building content, Block Club operates as an extension of the marketing team, running quarterly ideation tied to business priorities, extending long-form work into social, sales enablement, and multi-channel campaigns, and optimizing everything for search.
The result is a content program that produces roughly three times the output of the in-house team alone, and drives the majority of Alloy's blog traffic and content engagement.
%%The flagship%% State of Fraud Report
Every year, Alloy fields proprietary survey data on the state of financial fraud. Block Club turns that data into a published report, developing the narrative and copy, design, and data visualizations.
As a marquee annual report, it provides Alloy with a year's worth of citable, ownable data, earns coverage in trade press, and positions Alloy as the company the industry turns to when it wants to understand where fraud is heading. What began as a benchmark survey has become a recurring industry reference point—the kind of proprietary asset competitors can't replicate.
Around the report itself we also build a full content ecosystem, including derivative articles, social assets, and sales enablement, so the report generates brand value for a full year, not a single news cycle.
The bottom line
Block Club-produced content, with the fraud report as its centerpiece, has become one of Alloy's most reliable growth assets. Organic search traffic has grown 52% since 2024, generating more traffic than paid and helping establish Alloy as one of the most AI-visible brands in its category.
Content converts, too. Organic visitors landing on blog, guide, or report pages complete key actions nearly 4x the sitewide average, and the most recent edition of the fraud report converted nearly 1 in 3 clicks into a key action.
