How Tide grew organic traffic by 112% in 12 months

Tide rapidly developed a disruptive product in the business banking world, found product-market fit, and acquired ample funding.

With a few thousand accounts opened on their financial platform, it was time to scale up. They saw the value of using search and content to fuel their acquisition efforts, but needed a partner to help them execute.

Tide needed to generate demand and fuel ascension across the entire user journey

Tide makes it ridiculously easy to sign up for a business account or register a business in the UK. However, they needed to diversify their acquisition channels to generate demand and capture in-market customers who are looking to start a business or are unhappy with their current business banking solution.

Due to their strong offer, they see an ongoing positive impact from their paid acquisition efforts. The next step was to educate the broader UK business market across all stages of the funnel by creating content their paid media team could distribute—all while beginning a long-term investment into SEO.

Grizzle’s content & SEO methodology helped Tide generate search traffic and leads

To help Tide make an impact on the UK small business market and reach ambitious acquisition goals, Grizzle built out an end-to-end content marketing and organic growth engine. Here’s how.

1. High value content assets for demand creation

Many marketers believe ebooks are dead and ineffective. Which may be the case for some audiences.

But for those at the beginning of their entrepreneurial journey, packaging up high-quality, educational advice is worth its weight in gold.

Our first project with Tide involved producing a ~6,000-word guide to starting your own business in the UK. Each chapter covered a critical stage of the entrepreneurial journey—from finding and validating ideas to setting up the right accounting systems:

This allowed us to feature the Tide product contextually throughout our content. Whenever we mentioned a job-to-be-done (JTBD) that Tide solved, a low-pressure call-to-action was included.

Grizzle also created copy and wireframes for landing pages and designed the ebook itself, offering Tide a complete end-to-end lead generation content service.

2. Product-led editorial content to rank for competitive “YMYL” terms

Tide had a vision to become the go-to resource for small businesses at all stages of their journey. But to do that, we needed to take advantage and maximize the topical authority they had already established.

This meant diversifying content from the outset, focusing on topics related to accounting and finance while slowly building a library of articles covering other aspects of starting, running, and growing a small business.

Tide’s content is treated like an investment portfolio. We quickly ranked for finance-related keywords while slowly gaining traction in other tangential topics related to hiring, culture, and small business marketing.

3. An iterative optimization process for seasonal topics and improved conversions

Legislation and facts change fast in the world of business finance. If neglected, content can quickly become outdated or misleading.

Over time, we helped Tide keep track of content that needed updating as things changed (such as VAT rates) and started to suffer from traffic decay.

Using our content optimization methodology, Tide was able to refresh content as the landscape shifted. We also reclaimed lost rankings and captured new keywords by optimizing existing content for broader or more competitive keywords.

Grizzle’s partnership helped Tide grow organic traffic by 112%

Not only did our partnership with Tide help generate more visitors from organic channels, but the content we produced directly contributed to leads and sign-ups.

By creating content that caters to all stages of the funnel, Tide were also able to reduce their CAC by building out retargeting audiences using organic and search traffic.