A successful content partnership with a specialist angle

Delivering employee car benefit content for Tusker

“We hired Becky to support our content strategy due to her skills and experience within the employee benefit industry. We were not disappointed. Becky is really dependable, often going out of her way and even above scope to ensure our content is competitive, interesting and up to date.”

— Harry Ward, Digital Marketing Manager, Tusker

The business

Tusker is the UK’s leading provider of employee benefit cars. They help hundreds of organisations offer traditional fleet and salary sacrifice benefit schemes as well as providing personal car leasing.

With complete customer support and in-house technology centred around employers and employees, Tusker’s schemes are easy to manage and reduce the administrative burden of running a car benefit programme.

Seeking a specialist copywriter

Short on time

Tusker wanted to up their content marketing game with useful monthly B2B and B2C content. With an ambitious strategy, the marketing team was finding it difficult to commit to writing regular articles. They also wanted to attract more B2B customers to their website with ebooks and whitepapers to support campaigns as giveaways or gated content. 

Big on quality

To deliver quality content, the right copywriter needed knowledge of car benefit schemes and salary sacrifice tax arrangements. With a combination of compensation and benefits experience plus copywriting expertise, Clarion Call Communications was the obvious choice. 

Planning and delivering stand out content

Clarion Call Communications began working with Tusker writing four pieces of content per month for the B2C market. After a few months of strong blog performance, the content increased to eight pieces per month, split equally between the B2B and B2C markets.

Tusker wanted to maximise their investment in B2B content so they asked Clarion Call Communications to research and create a six-month content plan for the B2B articles.

The content needed to: 

  • Sit at the top to middle of funnel to complement other bottom of funnel activity

  • Be aligned to Tusker’s marketing themes

  • Represent Tusker’s proposition

  • Position Tusker as an authority in their field

  • Be insightful and helpful for customers

  • Clarify complex topics like employee benefit tax

These articles were based on a content plan developed by Clarion Call Communications. Using analysis to identify trends, hot topics and gaps in competitor content, the plan provided six months of content ideas. 

Set out as an editorial calendar, the content plan provided a working title, article synopsis and aligned SEO keywords to each piece. It also specified deadlines keeping everyone on track and ensuring a steady flow of content. 

Tusker’s marketing team also asked Clarion Call Communications to write four long-form pieces of content aligned to each quarter of the business’ marketing plan.

To date, one ebook has been used as a lead magnet to accompany advertising purchased in an industry magazine. The second long-form piece, a whitepaper, was used in three campaigns made available as gated content.

Driving exceptional results 

Tusker’s content plans and articles certainly delivered with:

  • Over 42,000 unique entrances to Tusker’s website in 18 months

  • A 600% increase in content conversions

  • 50% of the digital marketing team’s annual leads resulting from one whitepaper used in three campaigns

“We’re over the moon with these results. Becky’s audience and sector research and insight to the B2B market resulted in fantastic content. Even with organic keywords, the articles have performed really well attracting high numbers of website visitors and boosting our re-targeting audience and conversions. And the lead generation has been exceptional!”

— Harry Ward, Digital Marketing Manager, Tusker