Using video to make sense of your retirement options [Case study]

Using video to make sense of your retirement options [Case study]

Posted on: 10 September 2015

Picture it: When you come to retire after a life of hard work, you're presented with options of what you can do with your well-earned pension. But the sheer number of products is bewildering, with a choice of drawdowns, annuities and fixed-income plans just to name a few. Fortunately, Key Retirement, the retirement planning specialists, are here to help.

After speaking to their customers, they realised that the same questions were coming up again and again. People were desperate for a basic level of understanding of what these products and services meant for them. Ultimately, they wanted to feel comfortable in the decisions they were making about how to spend their pensions.

Textbook content marketing

So, Key Retirement decided to produce a series of videos called Ask the Expert to feature on their website. They pulled in their resident mortage and pensions expert Dean Mirfin. The questions were devised based on regular conversations they'd had with customers. Topics range from defining equity release and how it works to broader ideas such as the options available at retirement.

Key Retirement use their videos to complement other content on their website

Key Retirement use their videos to complement other content on their website.

Each video sits alongside details of the products and services that Key Retirement offer. The webpages are a blend of written guidance, downloadable content like eGuides, Trustpilot reviews (an effective use of social proof) and other nifty online tools like their Equity Release calculator. Put together, each page becomes a helpful resource that helps leads and customers achieve a peace of mind about the important decisions they're making. And that sort of peace of mind will be invaluable when you kick back to enjoy a long and happy retirement.

Delivering on the Key promise 

These are the first videos by Key Retirement, aside from TV adverts and an in-house Christmas charity video. It's too early to tell how effective they've been for the retirement planners, but the foundations are set for success. There's a clear set of goals, an integrated content approach and it's all consistent with their branding and ethos. Above all, it's video content that seeks to support customers first with information they will find helpful and valuable. And with that sound principle behind their video content, I'm sure it will generate the leads and brand loyalty they're looking for.


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Using video to make sense of your retirement options [Case study]

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