Case studies / Kamma

Demonstrating Kamma’s brand expertise through data insights and topic clusters

Company name: Kamma
Industry: Property tech – climate data
Funding stage: Seed
Project date: 2024

Bringing strategic focus to Kamma’s climate content creation

Kamma is a an early-stage geospatial data start up, providing accurate and reliable data for the UK property sector.

Whilst Kamma has become a well-known brand as a data provider for property licensing purposes, they’re still establishing their name in terms of their environmental property profiling dataset as a climate tech solution.

The team was producing adhoc blog content and white papers, but with no overarching strategic focus and little understanding of what was actually driving results.

Given that, the content strategy I developed for Kamma’s climate team had the key goal of establishing Kamma as a trusted expert voice and raise brand awareness amongst our ICP audience of climate-leading mortgage lenders – through consistently producing and distributing high quality and trustworthy content, led by Kamma’s proprietary data insights.

Raising Kamma’s climate profile with data-led content

Kamma’s climate solutions centre around their geospatial dataset, which can be harnessed to provide energy performance data for the UK housing sector with much-increased accuracy compared to the freely available but unreliable ONS and EPC data that are typically used.

This data is becoming increasingly vital for mortgage lenders as:

Climate risks are intensifying: both in terms of physical risks to housing e.g. flooding, and transition risks for mortgage lender businesses e.g. legislation on minimum energy efficiency standards.
Emissions reporting and action is now mandatory for financial institutions: for mortgage lenders the vast majority of emissions comes from the financed emissions of energy inefficient properties in the portfolio that are responsible for high emissions.
Customers seek sustainability-focused brands: bringing reputational risks for doing nothing, as well as the opportunity to open new green lending revenue streams e.g. green mortgages.

Kamma’s data and insights, therefore, hold incredible value for the property sector both in terms of risk assessment and mitigation and in terms of driving revenue.

But those insights were largely locked within the dataset, only accessible to customers on request.

Content brings the opportunity to surface data insights as educational and expertise-driven content pieces, whilst showcasing Kamma’s value to potential buyers.

I implemented three key content formats to bring those data insights to life.

Topic cluster blogs

The first was weekly blog articles for the Kamma Climate blog.

For the blogs, I implemented a topic cluster approach – targeting the topics that most closely related to audience pain points and that had strong potential for SEO performance to drive organic traffic to Kamma’s website.

The first cluster, for instance, focused on EPC data.

EPCs are a vital source of climate risk data for Kamma’s primary audience of mortgage lenders, but are very difficult to work with and so are a subject area where support is needed. This also aligns perfectly with Kamma’s product offering of providing accurate climate data that goes above and beyond that provided by EPCs.

The cluster includes a pillar page titled ‘The complete guide to EPC data for mortgage lenders’ as well as several cluster content pieces, such as:

Each of these blogs harnesses data from Kamma’s own database on environmental property data to provide unique insights and value for the audience – for instance, this finding on the number of properties that do not have an EPC in the typical mortgage portfolio.

Data-led press releases

Beyond blog content, Kamma had already seen previous success in terms of brand awareness through working with trade press, so I also harnessed the proprietary data insights to generate monthly press releases based on bespoke analysis by the team.

For example, there’s a commonly held belief that most homes in the UK would be way too expensive to retrofit.

I asked Kamma’s data team to look into this, and they found it to be false.

I turned this into a press release focused on the message that the vast majority of homes in the UK could be made energy efficient at a cost of less than 5% of the value of the home – something that mortgage lenders could easily support with through financing options.

This was published on the Kamma blog, but also distributed to contacts at mortgage trade press outlets, where it was picked up several times.

Original research content

Finally, companies like Kamma that have rich insights from their own proprietary dataset are perfect candidates for original research content – producing reports that highlight industry trends and insights, demonstrating the value of the data and the expertise of the brand.

In 2024 I produced the first Kamma ‘State of the Climate Transition for UK Mortgage Lenders‘ report.

Screenshot from Kamma's State of Climate Transition report – an example of original research content

The report combined insights on energy efficiency in the typical mortgage portfolio from Kamma’s own database, with a bespoke (and painstaking!) analysis of 85 climate transition plans by UK mortgage lenders.

The analysis focuses on what makes a robust and credible climate transition plan, highlighting the lenders who are excelling on climate plans and progress through a lender leaderboard as well as the features of those who are lagging behind.

This analysis was particularly beneficial for the launch campaign and distribution plan, as many of the highly-ranked lenders were keen to share their position.

Ecology Building Society, for instance, shared this post on LinkedIn:

And Nationwide joined us as a speaker for the report’s launch webinar as the no.1 lender, to share the behind-the-scenes of how their climate transition plan was developed.

Through customer development I had also identified that an important pain point of our audience of Sustainability Leads is isolation and uncertainty – they’re often a team of one making big decisions about the climate action plan for the company, and they want to know how other companies are approaching it to feel reassurance.

So, for the report, I also surveyed Sustainability and Risk Leads at UK mortgage lenders to illuminate the key challenges and barriers, moving the discussion from theory to reality and providing that much-wanted peer-to-peer insight.

As part of the ongoing distribution for the report, I also repurposed the key insights into standalone blog posts optimised for SEO performance, such as:

As well as developing a wider topic cluster focused on ‘climate transition plans’ to build organic traffic for Kamma around that subject area and drive further interest in the report – covering topics like the Transition Plan Taskforce (TPT) and PCAF data quality scores.