Overview
Discover Personal Loans needed a content strategy to drive organic traffic, build authority in a competitive personal finance space, and move younger consumers — primarily 18-34 — through the funnel toward personal loan products. With Location3, I developed a full-year blog content program from the ground up.
The Work
I built the strategy on four foundational pieces before a single word was written:
Persona development — Four borrower personas representing the 18-34 demographic informed every content decision: the topics we targeted, the tone we used, and where each piece sat in the buyer journey.
Keyword research and mapping — Hundreds of keywords researched, prioritized, and mapped to specific content, with primary and secondary targets assigned to each piece to maximize topical coverage without cannibalization.
Competitor analysis — Identified content gaps and opportunities where Discover could credibly compete against established personal finance publishers.
Editorial calendar — A full 12-month calendar with four posts per month, each tied to a buyer journey stage, persona, and keyword target. Strategy and execution built together, not bolted on separately.
Outcome
The program delivered consistent, strategically sequenced content across awareness, consideration, and decision stages — built specifically for an audience navigating personal loans for the first time. Organic traffic to the blog grew over the course of the engagement. The debt consolidation article linked above remains live and ranking.