Financial Service Content at VT
What I did
Streamlined content pillars with effective optimisation and test process.
Funnel building to identify and cultivate audience structures
Drove strategic copy persuasions for clicks and conversions.
Consolidated a team of remote writers and SEO specialists.
For Whom
A multi-asset broker providing online CFD trading services.
Industry: Financial Service/ Platform / FinTech / SaaS
Products: Forex / Crypto / Metal / Indices / Stocks
Regions: Global / Russia / LATAM / Canada / APAC
Oversaw 6 article categories and achieving 200% growth in focused areas.
Regulate
Find out what the current state of things is. Establish better review processes that leverage the strengths of technical experts in the team.
Reinvent
Templatised content style for better structure, flow, sections.
Test new angles or formatting into successful output processes.
Re-distribute
Direct 6 publication categories into a longer funnel journey that also connects with various audience profiles and focus points.
Refine
Established growth data parameters to track changes across months to assess responses for findings. Push for quality over quantity.
+108%
QoQ User Growth
+48%
Average Page depth
~8mins
Avg Time Spent increased by 4 mins
from H1 to H2 in 2025
Opinion Category
Took over an abandoned content category, introduced new content angles, established a consistent publishing cadence, and grew it into a substantial content segment under the writer pseudonym Jessie Ma.
Opinion became one of the top-performing content categories, surpassing analysis reports. I also implemented a new social distribution workflow, creating impactful copies that expanded top-of-funnel reach.
MoM Growth at an average of +32%
HoH Growth from 2025 to 2026: +145%
Strategic topics within the category
Singular Asset Narratives
Business outlook
IPOs
Growth stock
Industry-focused Analysis
Sector development
World news and policy
Market trends: AI, EV
Fintech Movements
Crypto and digital payment
Bank and crypto legislature
Stablecoins & tokens
Repurposing articles to social reels
AI developments
Attracted high organic traffic 46,102 Reach and x10 of average engagement
Product narratives
Market sentiments
Strong evergreen visibility across articles and social.
Financial legislation
Progress on Crypto drew strong engagement action.
Content Marketing
Creative Concept Tests
Led a series of messaging curated around economic events with a political edge. Ensure ads rejection was avoided and brand could be marketed openly.
Average CTR: 3.72% (Company benchmark was 1.66%)
Top performing assets garnered clicks at 5.38% and 6.04%.
Campaigns
From upstream to downstream channels, copies were prepared and crafted to fit formats and specific audience behaviour.
Beyond copy into strategic action, I spearheaded A/B testing initiatives to further profile audience preferences and created significant impact on conversion.
Crafted Key Visuals, landing pages, and channel-specific writing ranging from APP, to Social Media, and EDMs.
Ensure content was templated and ready for translation adaptation to support global requirements.
Just with copy, acquisition grew:
CTR: 97% probabilty
Sign Up Rate: 78% probability
Verify Rate: 85% probability
User-friendly Copy for App
Campaign assets varied for specific clientele platforms. Uder interface copy was tightened for portrait mode to enable direct engagement in push notifications, banners, and gamifications.
Brand awareness
Build up narratives for internal and external comms, from brand narratives, sponsorship materials, to video scripts. This sponsorship announcement gathered:
Page views | 258,505 |
Web CTA clicks | 20% |
APP CTA clicks | 35% |
Scroll Depth | 38% |
More assets and insights are available upon request.