I think it's time for a change...

You are currently running a browser that appears to be out of date. To get the best possible experience from our website we recommend that you upgrade to the latest Google Chrome, Firefox, Safari.

Telstra Smarter

Smarter Business Ideas is Telstra’s thought leadership platform for Australian small businesses. It’s the first and only site in Australia that aggregates professional advice, inspiring case studies, practical tips and relevant tools to help small businesses succeed.

telsmarter mobile

The Problem

Telstra has a dominant share of the small business market (80 per cent) but only a small share of wallet. Only 41 per cent of business customers have more than one Telstra product.

After years of relentless cross selling, revenue growth stalled as the effectiveness of the existing program diminished.

Our challenge was to identify a new (and sustainable) approach to grow multi-product holdings but also give small businesses the confidence they need to keep doing what they do best.

Smarter Image1

The Solution

After deciphering old and new data, we identified that small businesses have a scarcity of time and some significant knowledge gaps. To service this need we created Smarter – a content marketing platform that tracks user behaviour across an ecosystem of online and offline assets including search, dotcom, email, mail and magazine. 

Smarter Image

Our Approach

Through a methodology we call Content Darwinism, we developed content across three path-to-purchase stages (catch, connect, convert), talking to the top five customer pain point clusters – money, leadership, technology, customer and marketing. 

Smarter Image3
Smarter Image4

Customer Reaction

A new age marketing platform, Smarter balances value for the user against value for the brand.

As a data prospecting tool, the platform has revived Telstra’s growth program and transformed it into a high performing asset, delivering increasing month on month traffic.

“Using our content performance scoring algorithm, we continue to refine the content strategy to deliver more of what small businesses want - free advice in exchange for valuable data”

Project Outcomes

Client

Telstra

Outcomes

Content Marketing, Website Design & Development

Telstra believes life’s better connected. And this reflects their mission: to create a brilliant connected future. Telstra is Australia’s largest telecommunications and technology company. They provide 17.2 million mobile services, 7 million fixed voice services and 3.4 million retail fixed broadband services. But Telstra is far more than just a telco. They’ve transformed and expanded their offering to become a service-led solutions provider, creating innovation and meaningful relationships with their customers.

AlertShirt ProjectPreview
Next Case Study

How close to an AFL player can you get?

Sign up to Curiously to see what’s got us thinking.

Press ENTER to submit