DailyFX Content Case Study

Good content adds value… forever!

The challenge.

DailyFX called on Passion Digital to help aspiring traders gain the confidence to take the plunge. Today, DailyFX’s DNA FX quiz helps people find the trading strategy that suits their personality best, encouraging them to take the next step towards becoming a successful forex trader.

DailyFX is the leading portal for financial market news covering forex, commodities and indices.

Our response.

Our primary goal was to attract more qualified leads for DailyFX. We knew the key to achieving this was creating genuinely valuable content – something people would naturally want to share. This, in turn, would send strong signals to Google, encouraging organic ranking.

The DNA FX quiz: Personalised insights for Forex traders

The winning idea was the DNA FX quiz, a personality quiz designed for forex traders. It delivers personalised advice on:

  • Trading style: Discover the trading style that best aligns with your personality traits
  • Currency pair selection: Identify currency pairs best suited to your chosen trading style
  • Evolving strategies: Learn how your trading approach might develop over time

Each quiz outcome page guides users further into the sales funnel. We recommend next steps, link to relevant webinars and e-books and provide an easy way to register for an IG demo account.

Behind the scenes: Building a successful lead generation tool

  1. Keyword research: we used a combination of Google Analytics, SEMrush and Ahrefs to identify the most relevant search opportunities that stood out in terms of search volume
  2. Content creation: our content team wrote the copy of the quiz’s intro page, questions and outcome pages – we kept our tone of voice accessible and engaging, steering away from any intimidating jargon and replacing it with personable, simple and straightforward speak
  3. Design and development: our web team created a fully responsive, out-of-this-world front page with custom illustrations and a frictionless user journey
  4. Outreach and promotion: we identified hundreds of trading and finance publications and vetted them on compatibility and domain stats with the use of Majestic, Moz and Ahrefs, then contacted the ones with healthy SEO stats to enquire about the possibility of contributing expert articles to their websites that linked back to the DNA FX quiz
  • Over 12,000

    Live backlinks from over 400 referring domains

  • 500

    Ranking keywords across 41 countries

  • +4,000

    New visitors to the site to date

  • 3x

    More visits now than 6 months ago

The impact.

The strategic decision to focus on ‘self sufficiency’, the rigour in the research and creativity in the execution has really come together to deliver a campaign that has delivered against the objectives and has now surpassed the cost per visit (CPV) target. The content continues to build momentum, delivering organic incremental value each month.

Freddie and the team head up our PPC account for the Science Museum. We are mainly focusing on Google shopping and search, where we have 500-800 products online at any given time. We just had a really great end of 2021 – our busy Q4 Christmas period, Freddie was driving a high ROAS and hitting targets/forecasts across the board. He has been great
with any ad-hoc requests and explaining the management of the account to the new starters in the team. Passion Digital comes highly recommended!

Scarlett Giannakou Ecommerce & Digital Marketing Contractor

Knight Frank is a large global organisation with a vast Paid media strategy, to which our account team at Passion are pragmatic and quick to respond. Passion are a true partner to Knight Frank and we would highly recommend their paid media team. Thanks to them, we’ve definitely made considerable improvements to the technology we’re using. As a result, we’ve automated our ad efforts and saved a lot of time.

Passion is very transparent and honest. Additionally, the team is very agile and cost-efficient — they provide a significant amount of value for the price.

Anonymous Head of Social Media

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