TurboTax drives new business with strategic communication

How TurboTax’s blog engaged people to the extent that they opted to do business with the organization is a case study in content marketing. It’s also the winner in the “Best Blog” category of PR Daily’s 2016 Content Marketing Awards

The content isn’t the dry material readers might expect from a tax preparation organization. Instead, posts dealt with the taxes celebrities pay for their Oscar swag bags, whether you can claim a girlfriend or boyfriend as a deduction, tax benefits for military families and other equally compelling topics. 

The content wasn’t produced solely by the TurboTax social media staff. Instead, the organization recruited tax experts, financial writers and influencers to craft content. The blog also employed great visual content.tur

The team used an editorial calendar to ensure content was consistently covering the right topics at the right time. Content was optimized for search, ensuring more people would discover it. 

In addition to a 32 percent increase in page views, the blog drove real business, recording a 4 percent increase in customers clicking through from the blog to register to file taxes through the TurboTax system.

Kudos to Angie Robert and Lisa Greene-Lewis for their great work.