LendingClub, the world’s leading digital marketplace bank, needed content support to create and manage a robust Resource Center featuring a wide array of articles on personal finance. Pinwheel delivered SEO planning, SEO article briefs, writer recruitment, article writing, editing, and content mapping and a tracking system to turn it into a high-revving engine for content.
Client is resource-constrained
We needed to orchestrate 14 mostly “from-scratch” SEO articles a month on a limited budget with only one client employee in charge of strategy, briefing, and approval flow. And the work needed to meet Google’s rigorous standards for Your Money or Your Life (YMYL) brand content. But the real challenge was to devise a highly efficient content production system that made the most of their resources while keeping the article quality high.
A custom process that relieved the pressure
Our team of content strategists, editors, and SEO specialists audited LendingClub’s existing content and created an SEO strategy designed to both maximize that content and identify new opportunities. Then, the entire program got an overhaul that included detailed SEO research and briefs, updates to the compliance process, editorial guidelines, and an AirTable dashboard to track every single bit of content. Our top-notch, finance industry writers and editors produced hundreds of articles — all seamlessly orchestrated by our project manager with deadlines and budgets kept in check. Now with Pinwheel’s Content Engine powering LendingClub’s Resource Hub, our editorial team continues to help the brand show up in search with a steady stream of net-new content, refreshes, and optimizations.
A big boost in traffic
The client reported a 14% boost in page traffic within the first several months of the program. And recent data shows LendingClub editorial drives nearly 9K organic clicks a month, of which 82% is from non-brand queries.
Part of the journey
Brand • Engagement • Conversion
What we did
Articles
Sample articles
8 different types of loans you should know about
Interest rate vs. APR: What’s the difference?
What affects your credit scores?
How to refinance your car loan with poor credit
7 ways to prevent identity theft and protect your finances
5 ways to make sure you stick to your budget
How to build a holiday budget
What is a debt management plan?
