DailyFX | Content Marketing Case Study

Services

Content Marketing

Sectors

B2C Services
Financial Services

The challenge.

DailyFX, a leading portal for financial market news covering forex, commodities and indices, enlisted Passion Digital to help aspiring traders gain the confidence to start trading. They wanted to create an engaging tool that would resonate with users and guide them towards success. The result was the DNA FX quiz, designed to match users with the trading strategy that best suits their personality. This tool not only empowered potential traders but also encouraged them to take the next step in their trading journey, turning interest into action.

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

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
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
Design and development: our web team created a fully responsive, out-of-this-world front page with custom illustrations and a frictionless user journey
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

The impact.

The strategic decision to focus on ‘self-sufficiency’, the rigour in the research and creativity in the execution have 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.

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

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See how we did it

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