Money & Life: Consumer | Financial Planning Association of Australia

The Challenge:

For the FPA to engage a consumer audience for the first time in its history and to educate them on the importance of financial advice.

The Solution:

To create a highly accessible, digital platform to educate everyday Australians on managing their finances and the importance of financial advice. We started with a content marketing strategy aimed at everyday Australians across all life stages. From there, we developed a digital content platform called Money & Life

To ensure a steady stream of traffic to the site, we supported the platform with a monthly newsletter program to further educate consumers on managing their finances and the importance of seeking financial advice. Using SEO and insights we created engaging and relevant content across a variety of formats and used both paid and organic social to target and promote the site.

The Results:

From launch in 2017 to-date we have:
• Reached over 750K users
• Received 1.4 million pageviews
• Amassed 9K subscribers to the consumer newsletter

Futuristic digital technology image

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Marketing is an ever-evolving field, and the past 12 months have brought perhaps more changes than usual, for example, with the mainstream emergence of AI. Zeina Khodr draws on her extensive experience and reflects on her top 5 sessions (from over 300) from the SXSW event she attended in the USA to make some informed observations about emerging marketing trends.

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