Content Marketing
Which? Mortgage Advisers offer independent, impartial and expert advice to help consumers get the right mortgage deal. Which? Experts help by searching the market across thousands of different products from every available vendor and manage the application process for customers from start to finish. Which? advisers get paid salaries, not commission, so customers know that their recommendations are the right deal for them.
The core objectives of the campaign were to increase organic traffic and leads via the website in a particularly competitive insurance industry. Additionally, num wanted to improve visibility around the right content and sections, to help drive downloads and sign-ups for content marketing lead generation campaigns. Our focus was to establish num as the leading voice in employee benefits.
Client:
WebGeniusLabDate:
December 15, 2018Website:
yoursite.comCategory:
Digital
The Brief
This Content Marketing project helped Unum create more useful content for its target audience. The campaign focused on employee benefits, employee wellbeing, and topics that mattered to people in the workplace.
Unum wanted to become a stronger voice in the group income protection sector. To support this goal, the website needed clearer content, better structure, and stronger search visibility.
The project also supported several website changes. These included a redesign, a platform change, and moving the blog from a subdomain.
We worked with the Unum team to create a content strategy that answered real audience needs. The strategy helped Unum share helpful information instead of only talking about products and services.
SEO Content Strategy
B2B SEO
SEO Conversion
Our Strategy
During the onsite phase, we reviewed key search terms, website content, and audience topics. We also gave guidance for the website migration so users could find important content more easily.
Our creative team worked with Unum’s in-house digital team to plan useful website content and external articles. Together, we created content ideas that supported SEO, brand trust, and audience education.
There are no secrets to success. It is the result of preparation,
hard work, and learning from failure.
– Paul Tournier
Our team helped Unum turn expert knowledge into articles, interviews, and media stories. We promoted internal spokespeople through bylined articles, expert comments, and national press opportunities.
The team also created case studies and pitched them to relevant media. Many campaigns followed important awareness days, such as World Mental Health Day and Financial Capability Week.
The Content Marketing campaign helped Unum build stronger trust with its audience. It connected SEO, useful content, and digital PR activity to support long-term organic growth.
