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 consistently publishing around the questions consumers were already asking online. At the same time, the business faced ambitious lead-generation goals tied to future growth.

An editorial and SEO operation, built together

The work focused on building a more consistent editorial and SEO operation designed to support prospective customers earlier in their decision-making process. We developed a content strategy around high-intent search behavior and created educational articles aimed at improving discoverability while helping readers better understand complex financial topics.

AI-assisted production workflows

Alongside the editorial strategy, the team introduced new production workflows that streamlined research, coordination, and publishing timelines. SEO insights were integrated into the process from the beginning, shaping content development rather than being layered on afterward. The result was a more scalable approach to content creation that improved both efficiency and search performance.

The project reflected a larger shift taking place across financial services: brands that show up early in the research process increasingly shape consideration long before consumers are ready to buy.