Proving the ROI of
strategic content


Assetline Capital strategic marketing content

Working as an extension of this leading non-bank lender’s marketing and leadership team, we’ve provided (almost) all the words behind a significant brand transformation. 

Assetline Capital has proven it’s got what it takes to get property deals done (fast) for business borrowers and broker partners. But after 10 years, and over $1.2billion in funding, its marketing had not kept pace with its increasingly sophisticated nature.

That’s where we came in. Developing a strong, distinctive voice and compelling CVP messaging was just the beginning. Within a few months, we’d also written a new website and launch comms, and developed and executed an ‘always on’ content marketing plan that is achieving significant cut-through in a complex market.

The consistency of this strategy is paying off. Awareness of the business and its reputation has grown significantly, with prospects talking about the content they’ve read. Within four months, the strategy achieved year-on-year web visit growth of 21%, and 95% of visits are new users. Social engagement continues to rise, and one article achieved a 13% enquiry conversion rate through trade media placement. Additionally, our work with Assetline was shortlisted in the 2022 International Content Marketing Awards: Best content team

AGL Advancing Australia



Brand messaging

What we did

  • Brand messaging and voice workshop
  • Brand messaging matrix and voice guidelines
  • New website copy including CVP development
  • Monthly content editorial planning, research, writing and editing
  • Trade media campaign copy and content
  • Video narrative development and scripting

“Everyone at Writers constantly steps up to the plate. Our partnership with them helps us connect with our clients in a meaningful way through effective storytelling and market-leading content.”

– Will Walsh, Head of Marketing, Assetline Capital


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NSW 2048

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