Is our content worth it?
Outdated content and insufficient data left
Allianz GI short on performance & insight
Moving to a digital first approach
The Allianz GI marketing team were struggling to move on from underperforming legacy content practices that afforded little reader insight
Lack of insight
Much of Allianz GI's content existed in static, copy-heavy formats like PDFs. As a result, the team were severely lacking insightful data beyond opens and click rates, which reveal little about a reader's actual engagement with a piece of content.
Key distribution channels like email marketing were failing to deliver the kind of performance they expected, and overall engagement was low. Engaging audiences with better content experiences was critical.
Keeping content accurate
Growing internal demand for content and concerns around compliance meant that having outdated content in circulation was no longer viable for the business. The pressure was on.
Allianz Global Investors, or Allianz GI, is one of the world’s leading active investment managers. Employing more than 2,700 people across 25 locations, Allianz GI manages over $630* billion in assets for individuals, families and institutions around the world.
*as at 31 December 2017
Turtl helps Allianz GI put readers first
Improved audience intelligence drives
strategic content execution
Dynamic content that reveals readers' true interests
Allianz GI opted for a solution that empowered their in-house team to not only create beautiful experiences but easily track how each is received by their readers
Thanks to real-time analytics, the business is now focusing more on meaningful metrics like read times and what content is actually consumed rather than relying on vanity metrics like open and click-through rates.
Valuable reader insight
By moving to Turtl's interactive and trackable format, the team now receives chapter-level reader analytics that afford a more sophisticated understanding of who is reading content and which subjects are resonating with readers. The team use this information to determine what to talk about.
On-brand & accurate
Allianz GI's precoded brand template in Turtl offers a wonderful balance of editing freedom and brand consistency. Real-time editing means the team can keep content accurate and up-to-date without needing external resource.
The insight we gain from Turtl from a data perspective is much richer than what we had from a simple PDF, it allows us to make more informed decisions about our content and what we’re sending to our clients
Tom Hughes VP Marketing UK & Europe, Allianz
The team report increase in reach supported by average read times of over 5 minutes, validating the hypothesis that their content is of importance to their readers.
By putting our clients' behavior and preferences at the center of what we’re doing, we are creating more of what clients want and less of what they don’t
Tom Hughes, VP Marketing Allianz UK and Northern Europe
AllianzGI's monthly newsletter features stories and news relating to investments, the business and their perspective on popular themes, such as Brexit. Turtl's analytics reveals to the team which articles resonate most with readers, highlighting where best to focus their next content efforts.