A lending platform spent years trying to get consumer attention by churning out generic, plaintext content based solely on SEO keyword research. They had little brand equity and relied almost solely on incidental searches for discovery. When Google changed their algorithm in hopes of making the web a slightly less SPAMMY place, the platform’s web traffic plummeted.

They wanted to try to “do it right” the second time around, coming to me for a future-proofed vision for content planning and dissemination. My analysis mapped MRI and social listening data against the competitive landscape to uncover unmet user needs that could ground their content strategy. I then developed actionable guidelines for creating cross-channel content that would truly establish their brand as a vital resource for target audiences.