Case Study

New York Life

Building a search-driven content strategy for long-term growth.

Role

Content strategy lead

Client

New York Life via Razorfish

Output

SEO-driven editorial program; AI-assisted publishing workflows

New York Life had strong brand recognition but limited visibility in organic search. The company had historically invested less in educational, search-focused content, making it harder to compete with newer financial brands that were consistently showing up for the questions consumers were already asking online.

The challenge

The gap wasn't a brand problem — it was a content problem. Consumers researching life insurance, financial planning, and retirement were landing on competitors' articles, not New York Life's. Closing that gap meant building an editorial operation capable of producing authoritative, search-optimized content at scale without sacrificing the credibility a brand like New York Life depends on.

The approach

I came in as the editorial lead, setting standards for the program and editing articles written by a team of writers. That meant shaping not just individual pieces but the overall voice and quality bar for the content — ensuring that articles were clear, accurate, and genuinely useful to readers navigating complex financial decisions.

I also supervised a parallel effort to test AI-assisted workflows across various stages of article production, from research to drafting to editing. The goal wasn't to automate the process but to understand where AI could save time and where human judgment remained essential. The findings shaped how the team approached content production going forward.