Research

 

This report investigates the content produced by Smartology’s Banking sector clients during 2017.

The report looks at the performance of the content, drawing out themes of what works and engages users.

 

Highlights include:
  • Overall topic performance – what leading banks are writing about to engage with users
  • What content is aligned with articles on premium publishers sites

This research is exclusive to Smartology and has been put together using campaigns from 3 leading Banks. More than 156 pieces of content items were used in the campaign and later analysed on performance by the Smartology team to produce this research paper.

 

Most Frequently Covered Topics include:
  • Pensions
  • Investment Portfolios
  • Inheritance

At Smartology, we have found that very often topics that perform well are different to the most popularly generated topics by advertisers. This conclusion was true for banks as well, as topics on emerging markets performed better than most other content items.  

Please download the research in order to access full information, including click through rates and more granular information on topics covered, splits in device formats and how to best yield performance from your next content marketing ad campaign to meet your digital advertising goals.