Working with the SEO team, we pulled together a list of “brand negative” keywords that other, untrustworthy sites were ranking for, and providing false information about Lowell.
With this list of keywords, which included the likes of “is Lowell a scam”, “can Lowell force entry,” and “can Lowell send bailiffs”, we then overlaid our own non-branded keyword research, so we could build a comprehensive list of every single question about debt that was being searched for.
Once we’d collated this, we decided to break out our content approach into two sections:
POPULATING THE BLOG
This hub was to become a one-stop-shop for anything to do with debt. We created long-form guides for specific subjects such as “How to deal with bailiffs”, and “What happens if I ignore a debt company?”; and targeted every single question that was being asked about that subject; enabling us to optimise the content for both branded and non-branded keywords.
THE DEBT GUIDANCE HUB
Lowell had recently gone live with a new blog, so it made sense that this became the place to showcase Lowell’s personable side, with more branded pieces. We put together a blog roadmap that would target some of these brand negative keywords and allow us to write myth-busting content, as well as explaining how Lowell works, and how they help customers – articles included “How do we support our customers’ mental health?”, and “Myth: Lowell is a scam artist”. The blog also became a place where we could house PR campaigns.
“The connective3 team have been an absolutely indispensable part of our marketing since we started working with them. They’ve delivered consistently performing content that understands our business and tone of voice, and the results speak for themselves. We have a huge amount of trust and belief in the work they do, and the c3 content team are always happy to help, going above and beyond whenever we need help with anything related to content.”
– Neil Costello, UK Marketing Director at Lowell