The client

Accord Mortgages, the mortgage subsidiary of Yorkshire Building Society, approached ClientsFirst as they wanted to be seen as more than a traditional lender and were keen to try content marketing to brokers as a way of achieving this.

The brief

Accord wanted the emphasis to be on helping brokers run successful businesses rather than simply promoting their products. As a result, ClientsFirst developed The Growth Series, a programme of compelling content to equip brokers with the resources they needed to grow their business.

The results

After a highly successful pilot campaign, ClientsFirst went on to develop an ongoing programme with leading industry figures as well as Accord’s in-house teams. In line with Accord’s tone of voice, I wrote a range of practical materials, including blogs, guides, checklists and podcast notes. Topics included generating online leads, recruiting the right people and getting the most out of LinkedIn to more industry specific ones such as advances in the intermediary market or later life lending.

Feedback for the Growth Series has been incredible and the campaign positioned Accord as a sector leader. This was recognised by the fact that ClientsFirst were one of the 2019 Prolific North finalists in the B2B marketing campaign category.

As a copywriter, it was a great project to work on and rewarding to know that the materials were getting such high engagement.

Examples of content marketing:

I’ve written many examples of ‘primary content’ – often a guide, which is designed to be of sufficient value so that the recipient will download it in exchange for their email details.

This becomes the centre of your content marketing strategy and you can send additional tailored pieces in the future; mailers, blogs, case studies etc. In this case, it was a practical day to day guide on LinkedIn for mortgage brokers.

Throughout the Growth Series I wrote a range of blogs, all based on growth but they could be marketing focused, or technical, or on an area such as recruitment – take a look at some here.

Advances in the Intermediary market and how to capitalise on them

How to market later life lending

Work with me

If you’d like me to come up with some words to get your message across, let’s talk.

07808 164 526