Role: Senior Associate, Content Writer

Associate Director: Rebecca Carvalho

Brief:

JPMorgan Chase & Co. is the largest financial institution in the world, but their education center articles aren’t bringing in the traffic they expected. Not only are readers unable to see Chase’s articles when they search for simple relatable terms on Google, but the content itself was lacking real education.

Execution:

Research, write, research, write. First, my team compared competitor articles to see what keywords they were ranking for. We put together a list of keywords we thought we could compete best with and off we went.

Along with strategic keywording, my writing had to pass through non-promissory banking compliance. I wrote 3-5 education articles weekly (500-2000 words), and each article I wrote had to make it through a subject matter expert (SME), along with a group of lawyers and compliance committees.

In the end, we were able to produce excellent analytical results, and better educate Chase’s potential customers about what they’re signing up for.

Results: 29x increase in non-branded keyword results on page 1 over a calendar year.

SAMPLE ARTICLES:

Should you become a one car family?

Student credit card benefits: What to know

Can I use my frequent flyer number for someone else?

How many types of car titles are there?

Frequent flyer programs: A guide