The Problem
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A global financial services organisation wanted to evaluate the impact of its consumer focused content across articles, email, video and social. The aim was to move beyond internal preference and create an audience-led benchmark for quality, clarity, relevance, trust and action.
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Our Methodology & Approach
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• Multi-stage content research and benchmarking program
• Individual content scoring across a bespoke satisfaction framework
• Head-to-head preference testing
• Competitor content comparison
• Qualitative feedback collection
• Assessment across expectation, relevance, brand alignment, clarity, action, readability, discoverability, design appeal and trust
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Key Insights
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• Prospects wanted practical content that made investing feel clearer, giving them the confidence to take the next step
• Existing customers responded better to concise expert guidance that reinforced confidence and supported ongoing decisions
• The highest-performing content was calm, scannable and grounded in real-world financial situations
• The biggest opportunities were to reduce density, sharpen hierarchy, strengthen calls to action and make the delivery feel more human
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Project Deliverables
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• A channel-level optimisation roadmap across articles, email, video and social content
• A repeatable scoring framework to support future testing and content governance
• Clearer guidance for balancing depth with simplicity in investment education and decision-support content
• Practical recommendations to improve structure, tone, visual design and action pathways
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Outcomes
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• Established a clear benchmark for consumer content quality across key digital channels
• Identified the formats, messages and creative treatments most likely to build trust, relevance and engagement
• Provide the organisation with a content enhancement plan that drove consumer confidence to act while protecting commercially sensitive information.

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