How do people search for pension and ISA products online, what does the customer journey look like, and what kind content do they need to answer their queries?
This was a large keyword research project to look at the UK pension and ISA market. The goal was to understand the full customer journey by categorising all keywords by product, theme and funnel stage.
The final document I pulled together serves an an education piece overlaying the narrative of the customer journey, how they move through the funnel and the queries and content needs to formulate a content strategy.
The strategy document outlays:
- The search journey
- Content needs by stage
- Categorised intent throughout the journey
- How they search and the content they consume
- When they search
- Behavioural insights
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Mik Cowans 