Case Studies ➤ Pleo
Pleo Case Study
Dec 07 • Shannon Trimble
Table of contents:
The problem: it can take ages to begin ranking on Google in a new language
The solution: writing hyper relevant content in a playful tone that cuts away from the typical robotic b2b noise
The results: over 900k impressions and 11k clicks in six months
The problem: Danish-centric content wouldn’t fly in the UK
Pleo is a powerhouse fintech focused on offering b2b business expense cards and expense automation solutions. Established in Denmark, the marketing team had done a great job of building out their content for a specific decision-making audience.
However, in 2021, Pleo was set to launch in a new market: the UK.
The problem?
Most of the brand’s content was centered around Danish culture, workplace benefits and government schemes. It wouldn’t connect with a UK audience, wouldn’t be searched for by UK decision-makers, and wouldn’t convert into UK clients.
The team knew that content would be the right channel to tweak the brand towards a British audience, but needed to get publishing quickly while they still had the momentum of the move.
Launching in a new country is risky. But the team at Pleo trusted a local freelancer to create optimised content and start ranking quickly in their new target market. Their very targeted six month content campaign resulted in over 900,000 new impressions and 11,000 clicks from Google alone, marking the risk a huge success.
And guess what? That local freelancer was me; so I’m going to walk you through exactly how we did it.
The results: a playful tone with pinpoint accuracy
That’s where I come in. Once Alicia and Luke from Pleo had devised a strategy, I got to work writing the content.
Pleo’s tone of voice is unique - it’s friendly and even humorous, cutting through traditional b2b reads. This made the project incredibly fun, and meant that we could test and play with different concepts. In the sea of boring corporate blogs, this factor helped the content stand out right from the start.
The other key factor was topic selection. I wrote timely articles, from HMRC benefits schemes with upcoming deadlines, to more common workplace finance systems like the imprest system.
These topics were only relevant to UK readers, and we were quick to update pieces based on government announcements. Pleo almost became a source of news for some business owners because we were able to share new insights reactively, which worked well for building credibility with Google.
I averaged one new article per week for six months, accompanied by some fabulous custom graphics created by the Pleo team.
“Shan was a huge help in getting our organic traffic strategy up and running for the UK blog.”
The results: “900,000 page views and 11,000 clicks, 6 months after launching in the UK”
Over the course of six months, Pleo’s website skyrocketed.
My articles were responsible for generating over 900,000 page views, with 11,000 potential customers clicking onto the site from search. That’s not to mention the sales from any of the other distribution channels.
The team at Pleo said, “Shan was a huge help in getting our organic traffic strategy up and running for the UK blog. Easy to communicate with and always delivers within the set deadlines - can definitely recommend working with her. Because of Shan’s work, we could prove that SEO success for Pleo in the UK is possible.”