Conference: Oct 5-6
Workshops: Oct 7
From Emerging to Influential: How Athene Built Topic Authority and Transformed Organic Growth
Laura Billingsley (Manager, Content Marketing, Athene)
Kim Amadeo (Editorial Director, Imprint)
Location: Insight to Impact Stage
Date: Monday, October 5
Time: 2:45 pm - 3:15 pm
Pass Type:
All Access, Digital, CMWorld 2-Day, CMWorld 3-Day -
Get your pass now!
Session Type:
Session
Track:
Insight to Impact, CMWorld
Vault Recording: Video
Every day, people approaching retirement search online for information before they ever speak to a financial professional. For years, Athene wasn't showing up in searches that were highly relevant to its business and relied heavily on paid media to reach their audience. Athene and their agency, Imprint, will share how they transformed that approach by building a topic-ownership content architecture, turning organic search into a durable growth engine. Attendees of this session will get a real, numbers-backed look at how a heavily regulated financial brand went from went from limited visibility to recognized authority, including landing in Google's AI Overviews for core annuity topics.
Takeaway
- How to build a pillar-and-cluster content architecture that turns scattered pages into an interconnected system that search engines (and users) trust.
- A framework for evaluating topics as "owned," "opportunity," or "low-ranking" to prioritize content investment based on demand, competition, and business value (and not gut instinct).
- Why engagement metrics matter more than rankings alone, and how to build a measurement framework that catches quality, not just volume.
- What it actually takes to earn a spot in Google's AI Overviews, and why interconnected, expert-level content is the new bar for authority.
- How to build internal SEO capability so content strategy survives beyond the agency engagement, including a real training model client teams can use as a guide.