A/B test reveals 3x more engagement
The institutional marketing team for T. Rowe Price in the United States runs a large annual content program centered around a Global Market Outlook for their US and Canadian audience.
The associated whitepaper is traditionally presented in PDF, but this year the team chose to A/B test the format with Turtl.
with the Turtl version vs PDF
(MoM) to the institutional website
Perks of using Turtl vs PDF included featuring video content in the report and linking directly to the story from social media. They were able to easily repurpose content produced prior to the whitepaper's release in the document, like clips from the press briefing.
The internal response to the Turtl version was hugely positive. Just as the institutional team had been inspired by the EMEA team's use of Turtl to adopt the tool, colleagues in the U.S. intermediary unit who experienced the report are now looking to secure access.
The demand to print content means the PDF isn't going anywhere, and rightly so. PDF is a format for printing, but not for online consumption. This is why T. Rowe Price undertakes a dual promotion.
PDF whitepapers don't support videos, interactive imagery or shareable quotes. PDFs get lost in the inboxes of consultants who receive hundreds a day.
With Turtl's ease of editing, the team was able to repurpose and integrate five different facets of the Outlook content program within a single, trackable piece of collateral.
The ability to see how many people watched a video and for how long, how they engaged with a chart, and at what point they left the content has helped T. Rowe Price build a hypothesis on trends and audience interests for future content.
