Santander’s Content Strategy
I was tasked with developing the content strategy for Santander to increase their visibility for core keywords across the mortgage space. I created a strategy based on competitor and keyword insight, highlighting how, in order to improve rank position and remain competitive within the SERPs, Santander needed to create new editorial content.
As part of Santander’s content strategy, I completed a content audit of their existing content pages and a content gap analysis to identify areas where new content could be created.
I identified that competitors were out-ranking Santander with content that they could easily be ranking for themselves, and there were some quick-wins that Santander could implement to start increasing performance.
I advised that 20 articles be created initially to help improve performance and build out the content hub on their website, with additional article content produced as part of the overall strategic calendar.