Imagination works with Western Union to produce a mix of content for the Western Union Payments website and corresponding email campaign. Imagination produces a mix of articles, infographics, videos, slideshows and client case studies. Each piece of content targets a specific Payments topic and provides information, features and references relevant to the Western Union Payments service.
While the effort is still in its infancy, Western Union has already seen a rise in email click-through and solid time-on-page stats for targeted content and features. Western Union’s Payments division has also seen signs of reduction in sales cycle for enterprise clients. The content is also used to support cross-sell efforts.
In addition, small business content is fueling strong growth in lead gen and Western Union has had several businesses come on as a direct result of a recent content-driven campaign.