An offshoot of ACM Gold and Forex Trading, Uprise Markets has invested heavily in creating easy-to-understand online trading training materials (live training, ebooks and online videos) to educate an up-and-coming market about CFD trading (contract for difference). But how to reach this audience? That’s where Content Candy came in to create social content that spoke to the aspirations of young, hungry South African traders, while doing away with the complex financial jargon. Let’s face it — intruments, pips, exotic pairs — online trading is a language on its own!
Content Candy had already been community managing Uprise Markets’ social channels for a few months before becoming involved in the creation of their social content. Equipped with insights into typical user queries, we nailed down the content pillars first (a weighted mix of brand updates, educational tidbits, promotion of training opportunities, and economic updates).
Then we used Uprise Markets’ HubSpot account to schedule, moderate and track the performance of the social content. Content Candy is one of a handful of HubSpot agency partners in South Africa, and we used our expertise to bundle the social content into trackable campaigns, generate reports and incorporate insights to evolve Uprise’s social posts over the months that followed. Key was speaking the user’s language and digging deep into their hesitations, frustrations and aspirations to create engaging posts.
Content Candy introduced a structured approach to Uprise Markets’ social content (templates, reports, monthly post-mortems and brainstorming sessions) while helping the brand leverage its HubSpot marketing software. We built a comprehensive image library within HubSpot, adding new imagery for social each month to be reused in upcoming campaigns. We used HubSpot’s dashboard to identify the most popular landing pages and training modules to link to, in our content plans, as well as to identify the best-performing social posts. These insights were incorporated into our social strategy to continually evolve Uprise Markets’ social content.
Along the way, Content Candy contributed blog posts, content for native advertising in publications like Entrepreneur Magazine, and helped refine the tone of internal documents and external mailers.
Today Uprise Markets has forgone its online trading platform to focus 100% on providing training for trading CFDs, helping a new generation of South African traders to rise up and take control of their financial destiny!
Content Candy specialises in inbound marketing for financial services brands using HubSpot. Read our latest blogs about creating financial services content that sings!