CREATING A STICKY CONTENT HUB TO ENGAGE CONSUMERS

The Challenge

You probably don’t think about your life in terms of financial products. Most people don’t. Renters want to buy their first home — they don’t want to get bogged down learning about mortgages. Adventure-seekers want to take their bucket list trip instead of stressing about savings account interest rates. Couples want to have their dream wedding and not be overwhelmed by paying for the big day.

Enter: Conversationally, Ally Financial’s data-driven content hub. Conversationally helps consumers achieve their goals through engaging articles, quizzes, and videos that tie the right financial solution to someone’s life milestone.

The Strategy

Tier One has led content development for Conversationally since 2018. Each year we:

• Create a personalized content experience that provides ultimate value for Ally customers and prospects and drives incremental revenue for Ally by being a trusted, accurate and transparent resource for all of their financial needs

• Share inspiring stories, provide expert financial guidance and join the latest discussions happening in culture to help people build their best possible financial future

• Write and edit ~200 blogs annually that are motivating with their actionable advice and optimistic tone

• Develop interactive quizzes and tools (such as calculators) to prompt users to engage and input data

• Produce hundreds of visuals to draw in readers, including graphics, infographics, GIFs, and graphic pull quotes