Ellipse + 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
*Find out how the specialist life insurer Ellipse increased reach by over 350% and attained read times in excess of 5 minutes.*
A lack of metrics was leaving Ellipse unable to quantify
the value of their investment in research.
What's the true value of research?
Ellipse regularly commission research into employer and employee attitudes on workplace benefits. The resulting data and insights are published on a range of digital channels in order 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.
Ellipses' 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 helping Ellipse to solve their critical need to:
1. Truly quantify the investment in research
2. Understand exactly how their content was being read
3. Reach a larger audience
Ellipse were also keen to offer a richer, more modern digital experience for their readers which could be accessed on any device or platform.
Ellipse is a subsidiary of Munich Re and is the sixth largest UK 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 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
A modern 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 approach which could also provide the deeper analytics data they needed to properly understand their readers.
While other content platforms were considered, Ellipse felt that Turtl was head and shoulders above the rest in terms of quality of reading experience and depth of data insights.
In particular, Turtl's ability to report on reader engagement within each section of a piece of content was considered extremely attractive as it would allow Ellipse to focus their efforts on the topics and aspects of their research which resonated best with their audience. This would allow spend to be better focused and more relevant content to be produced, 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.
Turtl's ability to report on reader engagement within each section of a piece of content was considered extremely attractive.
Modern content experiences
Employee benefits research report
Administration and Accounting Guide
Increased reach and reader insight
Ellipse published their first campaign with Turtl in 2017. As it was a repeat of a campaign previously presented in PDF, there was a clear benchmark to compare results against.
The Ellipse team were extremely happy with the visual quality and feel of the new campaign, but were even more impressed when the analytics data started coming in.
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
Increase in readership
Over 5 mins
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.
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 Ellipses' 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.
Turtl continues to help us create on-brand interactive content very efficiently. We can distribute very easily through email, social and our website and - most importantly - measure exactly what readers consume down to the second. This means we can shift all our focus to content which is truly engaging and relevant to our readers. It's hard to imagine that we used to operate without this kind of insight.
Chris Morgan, CMO