This document contains actionable strategies and plans to generate at least 100 new Piggyvest customers with active savings plans within six months through strategy-driven content.
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This strategy was developed as part of a sample content strategy project to demonstrate my ability to plan and execute conversion-focused content for fintech products. It showcases my expertise in content research, strategy planning, competitor analysis, and KPI tracking.
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Piggy Vest Product Focus: Savings
| Objective | Tracking Tool | Tracking Timeline |
|---|---|---|
| Drive at least 10,000 organic traffic within the first 3 months through SEO-optimized content and social media posts. | Google Analytics to measure traffic | Monthly |
| Get at least three new newsletter subscribers and one app download every day within the 6 months through the middle of the funnel (MOFU) content type | - Use AppFlyers to track new downloads and the acquisition source of the conversion. - Use the brand-specific email marketing service's built-in analytics to track email subscriber list growth and its source. | Weekly |
| Convert at least 100 of them to customers with active savings plans through engaging bottom-of-the-funnel (BOFU) content types. | Use Google Analytics to view new active users | Monthly |
| Content Title | URL | Buyer’s Journey | Content Format | Buyer’s Persona | Gap | Opportunities | Metrics | Update / Good to go |
|---|---|---|---|---|---|---|---|---|
| How PiggyVest Helped Marvellous Edwin Save For Her University Project | Link | Consideration | Customer success story | A student looking for a secure platform to save her earnings to meet school needs and demands | No CTA | A CTA that encourages readers to download the app should be added at the end of the blog | Update | |
| How To Save Money In Nigeria: A Beginner’s Guide (With Tips From Odunayo Eweniyi) | Link | Consideration | Blog Post | A Nigerian looking for an easy way to save money regardless of his/her income | No CTA | A CTA that nudges readers to subscribe to the newsletter should be added at the end of the blog | Update | |
| MeetAPiggyVestSaver: Cassie Daves | Link | Consideration | Youtube Video | - | A video content format might not be suitable for all audiences. | Convert to a blog post and video reels across all social media platforms. | Update | |
| How To Make Money During NYSC: 14 Side Hustles For Corpers | Link | Awareness | Blog Post | A NYSC member looking for practical ways to make money during NYSC | The CTA link is broken | There should be a CTA that encourages users to download the Piggyvest app. Broken link should also be fixed | Update | |
| How To Use Piggyvest: A Comprehensive Guide For Money-Conscious Nigerians | Link | Conversation | How-to-guide | A Nigerian looking for a practical guide on how to use Piggyvest to save money. | - | - | Good to go |
| Name | Domain | Content Format | Topics Covered | Opportunities | Gap |
|---|---|---|---|---|---|
| Cowrywise | https://cowrywise.com | - Customer success stories - How-to-guides - Testimonials | - Building Savings on a Low Income—Practical Strategies That Work - Money Chronicles: From 5k to 600k—How Teejay Saved for her Apartment in Lagos  (CTA: Love Teejay’s story? Start saving and investing on Cowrywise today. Start here. - How to Make Money on Your Phone (CTA: >> Learn more about investing for beginners.) | They have a comments section that allows readers to ask questions. | They don’t have enough content that revolves around savings. |
| Kuda | https://kuda.com | Blog posts | Smart Spending Habits: 5 Rules Every Nigerian Should Follow(Start today: Download the Kuda app, create a savings plan, and explore investments - all in one place.) | - They use engaging tone to make it relatable -They have FAQ section to answer readers’ commonly asked question and also to get featured in AI overview | They don’t have enough blogs on their site. |
| Name | Proposed Action | |
|---|---|---|
| Cowrywise | - Adopt the comments section feature, especially for customer success stories, to allow readers to ask questions or share their opinions. | |
| Kuda | - Use an engaging tone to make content interesting and relatable. - Add an FAQ section in each post to answer possible reader’s questions and to increase the chances of getting featured in the AI overview. |