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Role: Managing Editor
Project Scope: Launch and grow a lifestyle centered digital publication to help a reverse mortgage company build consumer trust
The Challenge
The Challenge
Reverse mortgages are widely misunderstood and often viewed negatively by consumers. Research showed that once prospective customers received clear, factual information about the product, their willingness to consider it increased significantly. However, before they were willing to engage with the product they needed to trust the messenger. Finance of America Reverse needed a way to build trust, attract qualified audiences, and establish credibility before introducing product-specific messaging.
Strategy
Strategy
Rather than leading with product promotion, we developed a content strategy centered on broader retirement and financial planning topics.
Using search behavior, competitor analysis, and customer information needs, we created an educational content ecosystem designed to:
Attract audiences through organic search
Establish Finance of America Reverse as a trusted source of retirement information
Create a pathway from educational content to product consideration
Support marketing, sales, and customer education goals
The content model was designed to scale across multiple distribution channels, including organic search, email newsletters, and social media.
Execution
Execution
Built and managed the editorial operation for a new digital publication
Developed content planning processes, editorial workflows, and governance standards
Designed content taxonomy and site structure to support discoverability and long-term growth
Managed freelance writers, editors, and content production
Directed voice, photography, and editorial quality across the publication
Coordinated distribution through SEO, email, and social channels
Results & Impact
Results & Impact
Grew Seniority into the primary traffic driver for Finance of America Reverse
Reached 60,000 organic visits in its highest-performing month
Generated more than 90% of website traffic
Created educational resources used by both prospective customers and internal sales teams
Established a scalable content platform that increased trust and supported customer decision-making in a highly regulated financial category
Content Samples
Content Samples
Can you afford to age-in-place.pdfCan You Afford to Age in Place?
Seniority loneliness-in-retirement.pdfCombatting Lonliness in Retirement
Seniority_ Holiday Feeling.pdfFour Ways to Find that Holiday Feeling Wherever You Are
Seniority_What to do when your kids don't want your heirlooms.pdfWhat to Do When Your Kids Don't Want Your Heirlooms
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