ABOUT

KILLER CONTENT LOVED BY PEOPLE AND SEARCH ENGINES
Creating a content hub to provide plain, straight-talking guidance for the over 55s to help them make informed decisions about their financial future.

The over-55s certainly aren’t short of advice on pensions. Retirement planning is a noisy, crowded and often confusing space. Yorkshire Building Society could see an opportunity to be a trusted voice offering expert, impartial information.

Digging a little deeper we found that while many over 55’s are staying fitter, working longer, and want the most out of life now, they are also are burying their heads in the sand about the future. Their reluctance to invest time in arranging their finances is little surprise when the majority of financial guidance available is complex, dry and full of jargon.

For YBS to be seen as the leaders in impartial financial guidance and cement their brand proposition ‘Real help for real life’, we needed to give our audience the confidence to take action by offering simple, straightforward advice.

CURATING A CONTENT HUB BRIMMING WITH JARGON-FREE FINANCIAL ADVICE
Our solution was a content hub called Our Money Movement. A well-structured, strategically chosen, straight-talking inspirational and educational content hub featuring the key things you need to think about if you’re 55 or over.

Our in-house specialists input into every step of the journey; offering strategic insight, design and build of the website, third party integration, an SEO strategy, content research, copy and content writing and asset design.

Publishing a large volume of content would not only help Yorkshire Building Society rank for a wider set of informational search terms but also equip staff with a tool to fill knowledge gaps.

CONTENT DRIVEN BY SEO INSIGHTS
Through extensive keyword research, four key topics emerged that we used as pillars for our content:

-Planning your retirement
-Getting the most from your pension and investments
-Using your home to fund retirement
-Planning longer-term care

With the main topics established, our content and SEO team began generating ideas for cluster pages and articles. These were linked from pillar pages using the key questions we knew people were searching for from our keyword research. Competitor research also provided topics for further pages and guided the length they needed to be.

By creating killer SEO-rich content, we helped YBS to demystify tricky topics like equity release, lifetime mortgages, wills, inheritance tax and how to fund long-term care.

To ensure consistency and a joined-up brand journey, it was important to maintain both the Yorkshire Building Society’s friendly, down to earth brand voice with copy was easy to read, authoritative and optimised for web.