Ellipse + Turtl | Case study | Turtl
Find out how Ellipse increased content reach by 350% and reached average read times of over 5 mins with their content marketing
Ellipse + Turtl
350% more reach vs PDF
The need to evolve
Quantifying the value of primary research
What's the true value of research?
Insurance provider Ellipse struggled to quantify the impact of the research they published and the value it was generating for the business
Ellipse regularly commission research into employer and employee attitudes on workplace benefits and published the results to drive awareness of Ellipse's brand and services.
Justifying the large sums spent on this research requires a clear picture of how the resulting content is being consumed by readers to give confidence that it is having the desired impact.
Limitations of the PDF
Ellipse's existing model of publishing to PDF and static web pages was providing very little in the way of meaningful metrics. Click-through rates, download counts and dwell times were not particularly revealing.
Quantify the value of primary research
Understand how content was being read
Improve reader experience
Reach a larger audience
Ellipse is an AIG Life subsidiary and the UK's sixth largest group life provider. As of May 2018, the company holds approximately £64 million of in-force premiums and nearly 4,500 in-force policies covering over 370,000 lives.
In the digital world of today, we recognised that we needed to improve the reader experience across devices along with a better understanding of who reads our content, for how long and which bits are most impactful. Our research program would typically drive 300 clicks and that's all we knew.
Chris Morgan, CMO, Ellipse
A 21st century content experience
A cut above the rest
Turtl was a natural choice for Ellipse to replace static PDFs and web pages with a more modern reading experience which could also provide the deeper analytics data they needed to properly understand their readers
Turtl's ability to report on reader engagement within each section of a piece of content would let Ellipse focus their efforts on the topics and aspects of their research which resonated best with their audience. This insight could inform both spend and content production, delivering a better overall experience for readers.
Turtl was selected in 2017 and an existing piece of content was chosen as a test case to see what improvements could be gained. Getting set up with Turtl was quick and easy, and Ellipse were soon ready to publish their first piece.
Modern content experiences
Employee benefits research report
Administration and Accounting Guide
Turtl vs PDF
350% increase in reach, 5 min avg read time
Ellipse published their first campaign with Turtl in 2017. It was a repeat of a campaign previously presented in PDF. The results speak volumes.
The Ellipse team were delighted with the visual quality and feel of the new campaign, but were even more impressed when the performance data started coming in.
Increase in readership
Average read time
Huge gains in reach
Whereas the previous campaign had gained around 300 reads, the Turtl campaign - sent to exactly the same audience - gained over 1,000 reads, representing a 350% increase. The written content of the campaign was identical to the previous campaign, meaning that this increase could be attributed solely to the shift from PDF to Turtl.
We were astonished at how Turtl was able to dramatically increase our reach simply by improving the reading experience. We were expecting improvements, but not on this scale.
Chris Morgan, CMO
The increase in reach was supported by average read times of 5 minutes and 15 seconds, validating the relevance and value of the content to Ellipse's audience. In addition, Ellipse were able to see exactly where readers were spending time in the content and which parts were seeing lower levels of engagement. This kind of insight was entirely missing from all previous campaigns and was instantly used to fuel future campaigns.
Quantifying the investment in research
The new analytics insights turned a previously superficial assessment of campaign performance into a detailed opportunity to fully quantify reader engagement and improve the relevance and impact of future content. As a result, Ellipse found it easy to justify investment in future research-led campaigns as they knew they would be able to fully demonstrate the return on investment and select areas for focus with complete confidence.
It's hard to imagine that we used to operate without this kind of insight.
Chris Morgan, CMO