United Bank came to Harte Hanks with a bold vision: “Reach and connect with new audiences through a destination that supports their financial journeys at various meaningful moments in their lives.” The first content hub, targeted to women, presented us with an opportunity to engage more deeply with existing customers with a brand they already knew – while building confidence and trust.
We leveraged text analysis, social listening, search intent and keyword modeling to design and build an experience centered around content that was highly tuned to the unmet financial literacy needs of women.
These insights had a deep impact across our work, which included:
- user experience
- content strategy
- content development
- paid media
- content amplification
Organic results continue to show sustained impact in both traffic and engagement since launch: