How do people search for pension and ISA products online? What does the customer journey look like? What kind of content do they need to answer their queries?
This strategy was a large keyword research and insight project to look at the UK pension and ISA markets. The goal was to understand the full customer journey and content needs by categorising all keywords by product, theme and funnel stage.
The final strategy and presentation pack serves as an education piece overlaying the narrative of the customer journey, how potential customers move through the funnel and the queries and content needed to formulate a content strategy. It outlines:
- The search journey
- Content needs by stage
- Categorised intent throughout the journey
- How users search and the content they consume
- When they search
- Behavioural insights
View the Strategy Presentation
Mik Cowans 