Creating an engaging content strategy for pensions.
In a highly unengaged marketplace where a lack of product knowledge, product interest and provider trust is rampant, we ensured that game-changing government legislation threatening the very future of the company was turned into a positive, resulting in a highly profitable sale to AVIVA.
the expertise we've applied includes:
- Search strategy
- Content Management
- UX & Design
- Paid search & PPC
- Build & Development
- Usability Testing
a dynamic content beacon driven by search insights.
We took a very simple but effective approach – to engage customers with their product, what pensions really meant to them, and how they could get the best out of the new government legislation by staying with Friends Life.
We built Friends Life a totally new consumer digital real estate, based on a highly dynamic content beacon. Recognising that the change in legislation was going to raise questions in customers' minds, we built a website with content driven by our search analysts who were able to pinpoint the types of questions that were driving volume in the search engines.
Supporting this with a significant investment in SEO and some PPC, Friends Life quickly sat top of the search engine results pages on key pension issues around the government legislation, driving huge volumes of traffic highly cost effectively.