Helen Battrick Marketing Associate, Punter Southall Aspire
I joined Punter Southall Aspire just as they were rolling out Turtl. I’d been working in law firms before so the chance to move away from that traditionally PDF-heavy world was really exciting to me. I quickly became the Turtl super-user around here and I’ve used the tool a lot ever since.
Originally, we intended to use it for fairly simple documents like brochures, guides, etc. Since then, we’ve massively expanded into newsletters, client-facing documents, and internal comms. We shifted our quarterly internal newsletter from the PDF to Turtl and saw a huge increase in engagement.
I’ve even used it to create a staff guide for new starters, which has been great as it’s an organic document we can constantly update as we grow.
A lot of our content was in PDF before, which we could track to a very limited extent. We also had lots of video content that we’ve been able to bring with us as we moved towards Turtl, since Turtl supports video content.
I come from a design background so I really like how much easier and quicker it is to create good-looking content than the likes of InDesign. The ability to resize images automatically cuts down a lot of time.
I also really like the analytics capabilities, which we’re working to integrate with our CRM so we can have everything recorded in one place.
The flip-book style layout is also much more engaging than regular scrolling documents. The poll function is also great and is something I’m trying to use more of.
The data we get from Turtl’s analytics gives us a sense of what people are interested in and what they’d rather we left out. We’ve used it to not only create better future content in Turtl, but also to optimize our other content, like blogs, etc.
The most insightful thing we’ve noticed is that even when a story gets low reads, there are a few people who still read that content for a long time. This not only tells us that they’re our most engaged readers, but it shows us that they have specific content interests that are unique to them.
If we’d sent out a piece of content in PDF that had low download rates, we’d assume it wasn’t of value to anyone and stop creating more. But thanks to Turtl, we know that there are people out there who value that type of content.
We created a newsletter for an audience we hadn’t communicated with before and it performed extremely well. It was different from our content for other sides of the business because it was much more people-focused. It included evolving subjects (like Brexit) that Turtl was perfect for because we could update it as new information came out. I really liked that piece.
Take a look at all the customer examples and use cases on Turtl’s website. It seems really simple but looking at what other people have created can help you a lot. Also, if you feel like you’re getting too close to it, ask for a fresh pair of eyes to look at it. Or take some time away to do other things, come back to it, and be your own fresh pair of eyes.
Check out Helen's work here: