Content has been optimised for search for almost as long as the ability to browse the internet has existed.

That’s a span of roughly 30 years.

Throughout this period, internet gurus have used various strategies to optimise content for the web, but one technique in particular has stood the test of time: keyword research.

The benefits of implementing keywords for search engine optimisation (SEO) are well established, and for many digital marketers, keyword research forms the foundation of a strong content strategy.

But while keyword tools are fantastic for gaining insight into past market demand, they’re not quite so effective at showing what prospective clients are struggling with right now.

I’m talking about the nitty-gritty that causes people to hesitate; the unanswered concerns that delay commitment; the moments of doubt that lead customers to pause, seek reassurance elsewhere, or decide that “now isn’t the right time”.

In essence, I’m talking about the stuff that doesn’t show up in keyword data because it’s too specific, too contextual, too relevant to a particular moment in the engagement.

But what if that data already exists? What if insights into current buyer friction aren’t hidden in yet another SEO platform, but within the tools your team already uses every day?

In other words, what if the most effective content strategy – one that identifies the topics that are most likely to attract people who are actively considering financial advice – is underpinned not by keyword research, but by first-party data?

Let’s discuss.

What is first-party data?

First, let’s define our terms.

When we refer to first-party data, we’re talking about any information that your firm generates through direct interactions with clients or prospects.

For example, when the same question comes up repeatedly in initial consultations, review meetings, onboarding emails, or conversations with your admin team, that’s incredibly useful first-party data.

You almost certainly already have access to this data – you’re simply not treating it as a content input.

And that’s a mistake.

Keyword research reflects historical market-level demand. But first-party data provides real-time insight into the questions, objections, and points of confusion that prevent prospects from feeling confident enough to appoint an adviser or move forward with your firm.

Think of it as an unmediated portal into the messy reality of potential clients’ decision-making.

In fact, it’s that very messiness that causes marketing teams to undervalue first-party data in the first place.

After all, keyword tools are accessible and easy to use. Just set the parameters and plug in your chosen source term(s), and you’ll receive a neat little Excel file with sortable columns for every possible metric you could ask for.

First-party data, by contrast, is usually siloed across multiple departments or tools. It’s often inconsistently formatted and gatekept within murky, fragmented permission structures. In some cases, it may not even be clear what first-party data your company actually has access to.

In short, it’s a mess.

But don’t let that mess put you off, because, at least in my opinion, that’s where all the truly great insights can be found.

The value of first-party data

Let’s think about the advantages of building your content strategy from first-party insight rather than third-party intent.

Firstly, it addresses actual issues. Rather than simply explaining best practices or product features, it directly resolves the specific uncertainties that are blocking decisions today.

Secondly, it reflects the real language used by prospects. Using the same words as your potential clients improves both the clarity and relevance of your content.

Thirdly, there’s a much more natural alignment with your advice conversations. When your content mirrors the questions you answer in discovery meetings and review calls, it becomes far easier to use that content across the client journey. That’s from initial research all the way through to a prospect’s decision to trust you with their financial future.

Sure, the search volume might be lower than with a broad, keyword-led approach. But the relevance is far higher – and that typically results in better-quality enquiries and more productive initial conversations.

What are the best sources of first-party data for content?

There’s a hierarchy of usefulness when it comes to internal data.

You’re unlikely to gain much traction from purely operational or administrative data. Meanwhile, aggregated metrics without qualitative detail, such as overall engagement rates, rarely provide the “why” needed for insight-led content.

However, there is plenty of value to be mined from first-party data – if you know where to look. In my experience, internal data from the following sources consistently produces the strongest content ideas.

Client and prospect conversations

First-party data from initial consultations, fact-finding meetings, and follow-up calls (whether recorded or summarised in notes) provides an invaluable window into what causes prospective clients to hesitate.

Anything that comes up repeatedly – from misconceptions about your business to risk concerns or comparison questions – is a potential content opportunity.

Emails, admin queries, and service requests

Ongoing client correspondence can provide valuable insight into the gap between what people thought they were getting and how advice works in practice.

If the same questions keep appearing – around fees, timelines, paperwork, or responsibilities – it’s a clear sign that you aren’t setting expectations clearly enough in your content.

On-site user behaviour

Reviewing navigation loops, high-exit pages, and internal search terms may help you understand where visitors seek answers and don’t find them.

CRM and deal notes

Another valuable source of first-party data is the record of client and prospect interactions stored in your CRM.

Over time, these notes will begin to tell you a story about fee uncertainty, perceived risk, or the need to discuss decisions with a spouse or family member that ultimately caused someone not to proceed.

Survey responses and contact form questions

Lastly, when someone makes the effort to type, rather than click, they’re trying to tell you something that your existing content hasn’t covered effectively.

Look at open-text responses in forms and surveys, as well as feedback from emails and questionnaires.

Once you’ve gathered the raw data inputs, it’s time to determine the common threads.

How to turn first-party data into strong content

It’s worth stating upfront that you don’t need to be a data scientist to extract common themes from your first-party data.

Ultimately, all you really need is the ability to recognise patterns.

Collect the data in a single location. Then, read through it manually. Think about tagging it with simple labels to identify recurring themes, such as scalability, cost and value, implementation, change management, and so on.

Remember to group insights by problem, not by feature. We’re not looking for keywords; we’re looking for decision blockers.

When you’ve identified a persistent question or concern, you can begin to build out your content. Try to work out an angle that will help to frame the topic (for example, unclear pricing) around tension, rather than information.

That’s how you make content that feels truly relevant to people who are close to making a decision about whether to seek professional advice.

It may be helpful to see how this plays out in the real world.

Imagine that through your review of consultation notes and client emails, you uncover recurring concerns about switching advisers:

“What happens to the investments we already have?”

“Will moving advisers trigger tax or penalties?”

“How involved do we need to be during the transfer?”

This reveals an underlying concern around financial disruption and continuity, as well as the unintended consequences of changing advisers or altering an existing financial setup.

They’re also the types of questions that arise late in the decision-making journey, when someone is close to committing but needs reassurance before moving forward.

A traditional approach might be to create a generic content piece about the risks of changing financial advisers. Something like:

“What happens when you change financial advisers?”

This may generate reasonable search coverage, but it is unlikely to fully allay concerns. A first-party-informed approach might instead focus on the following angle:

“What really changes when you switch financial advisers (and what doesn’t)”

This acknowledges the concern prospective clients are expressing, normalises the hesitation, and doesn’t pretend that changing advisers is entirely risk-free.

Instead, it provides reassurance by addressing decision anxiety honestly, which is essential when people are deciding who to trust with their financial future.

Bringing keywords back into the mix

Despite everything I’ve written so far, I’m not actually suggesting that you jettison keyword research entirely – just that you shouldn’t necessarily start there.

It’s like a one-two punch combo.

First, use first-party data to identify the issue.

Then, use keyword research to determine how the issue surfaces in search.

This sequential approach can help you find long-tail keywords and comparison queries that map directly onto your internal insights.

That enables you to satisfy both intent and context – and is one of the most effective ways to create content that attracts the right type of enquiry.

Get in touch

Fundamentally, a content strategy that begins and ends with keywords will most likely produce articles that look right and feel technically correct, but ultimately underperform.

By writing about what actually blocks decisions, informed by first-party data, you can answer the questions that people are already asking. They just might not be asking them on Google.

Here at Yardstick, our team of personal finance copywriters and digital experts specialises in helping financial advice firms explain complex decisions clearly, responsibly, and in a way that builds trust.

For more information, please email hi@theyardstickagency.co.uk or call 0115 8965 300.