Insurance Content Marketing: How to Create Exceptional Content in a “Boring” Industry
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This document outlines a content marketing strategy for an insurance company. It includes metrics for measuring traffic and engagement across various online channels. It identifies the target audiences and topics that will be covered in the content, such as health, family, finance, and company information. Personas with different tones are created to represent types of content contributors. The strategy details organic and paid distribution methods across the company website, blog, social media, email and paid advertising. It provides sample milestones and budgets to implement the content marketing plan.
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Insurance Content Marketing: How to Create Exceptional Content in a “Boring” Industry
- 2. TRAFFIC VIDEO FANPAGE LEAD RE-MARKETING AVERAGE TRAFFIC /DAY Corporate website and blog reach Traffic/day in total Remarketing list on all channels: unique visitors YOUTUBE: total views and subcriptions FACEBOOK: total views LEADS Total Leads on both Home base and Social Network NUMBER OF FAN CONTENTGOALMETRICS
- 3. 29-35 36-45 20-28 TARGET AUDIENCE Contemporary Parenting Childcare Mature Self-consicous Family oriented Curious Netizens Aggressive MID LEVEL Professionals Have new-born child(ren) POTENTIAL First level of ca- reer life Thinking about family life CORE Successful professionals Have teen or pre-teen child(ren)
- 4. DISPLAY AD INSURANCE CONTENT INBOUND MARKETING01 02 INBOUND MARKETING02INSURANCE CONTENT 01 SEARCH ENGINE OPTIMIZATION SEARCH ENGINE MARKETING VIDEO MICRO SITE INSURANCE ONLY KEYWORD RESEARCH Maximize the number of visitors to Corporate website by ensuring that the site appears on top of result pages from search engines Promoting websites by increasing Insurance Company promo visibility in search engine results TVC, viral video clip from Content marketing Campaign Individual web pages to function as a discrete entity within Generali website Some content exclusive for Insurance Topic only Find and research actual insurance search terms from search engines RE-MARKETING SOCIAL AD EMAIL SOCIAL UPDATE IMAGERY NON INSURANCE CONTENT I M A G E R Y CONTENT MAIN STREAMS
- 5. CONTENT MAP 7 main topics percentage in Insurance Industry * Product * Activities ITALY HEALTH INSURANCE INSPIRATION COMPANY FINANCE FAMILY 20% 10% 15% 15% 10% 10% 20%
- 6. I N S U R A N C E T O P I C HEALTH FAMILY KIDS INSPIRATION LOCAL HEALTHY LIFESTYLE All content related to Healthy Life. which encourages users to enhance their health conditions. Health content can be divided into 4 sections: Relevant and practical advice on marriage, parenting and other topics for every stage of life. The Best local guides for Travel, Food and Culture of the target market Great collections of inspirational stories that encourage us to seek for our dreams and never give up Most important advices for parent’s • FOOD Food safety & hygiene, healthy eating and healthy recipes • EXERCISE Videos, photos, details to help you reach your fit- ness goals. • WORK Ways to improve your daily work life. • LIFESTYLE Tips to improve or augment your activities to have a healthier lifestyle • STUDY ABROAD • PSYCHOLOGY FOR KID • PARENT ADVICES • EDUCATION • CULTURE • FOOD • TRAVEL • FAMILY Personal reflections, insights and stories about family that will warm your heart. • HEALTH Get inspired as these real-life health care professionals share their special stories. • FINANCE Calebrate people who have taken control and achieved financial freedom • BRIGHT SIDE Motivation kicks from Insurance company
- 7. INSURANCE Educational info about insurance from basic to expert: • INSURANCE 101 • Q&A • TIPS &TRICKS • EXPERT ADVICE FINANCE Smart financial tips for everybody • SAVINGS • TIPS & TRICKS • EXPERT ADVICE • TOOLS PRODUCT BRAND MENTION Introduce Generali and its Visions & Achieve- ments in Vietnam using public media PR content MAIN PRODUCTS INFO: Introduce product’s main functions and benefits, which focuses on direct sales./up sales purposes. Rewrite/ re-use is possible INBOUND T O P I C
- 8. CREATIVE IMAGINATION IDEA TURN TO REALITY IDEA CONTROL STRATEGY imagination brainstorm brainstormcreativityaction thinkingconsultancy CO-OPERATEWITH CONTENT PRODUCTION HOUSE Strategy and supervision: inhouse Ccontent creation and production: Outsource Concept control, strategy and work flow: Inhouse team distribution doer education
- 10. MR A: BUSINESS MAN Smart, Successful Insurance Expert TONE: Simple, Easy to understand MR B: TRAVELER Carefree, Open, Culture Wise TONE: Story teller MR C: ARTIST Emotional, Introvert, Artistic TONE: Warm, passionate MR D: FAMILY MAN Protective, Caring, Parenting TONE: Warm, understanding, sympathized MR E: SPORT MAN Muscular, self lover, health expert TONE: Fun, Sporty MR F: CONSULTANT Insurance Product expert TONE: Professional TONES OF CONTENT AND TALK
- 11. • Corporate blog • Social Media update • Infographic • Photograph • Micro site • Video Channel • Newsletter • Press release • Educational/Useful resource • Quiz/survey • Webina/Event • UGC • Product review • Customer story • Webinar/ Event TOFU MOFU BOFUMKT will send customer contact and request to PD team. PD will be in charge of BOFU. When lead becomes customer. Up Sale Content Plan will be activatedCONTENT FUNNEL TOFU&MOFU SALE OPEN
- 12. HOME BASE CONVERSION FUNNEL ORGANIC METHODS SOCIAL NETWORK EMAIL MARKETING PAID METHODS PUBLIC MEDIA FB + G ADVERTISING SE + RE MARKETING A BASE (CORP BLOG & WEBSITE) FOR MANY ADVANCED MARKETING TECHNIQUES • More brand awareness with better UI/UX • More control: from A to Z • Easier to capture lead than from social media • Better support remarketing: Segmentation by content • Better organized content with structure and categories • More traffic with SEO ORGANIC METHODS • Email • SEO (on page & content only) • Facebook • Youtube • Slideshare • Linkedin PAID METHODS • Social Advertising • Native Advertising • Search Engine Marketing • Re-marketing CONTENT DISTRIBUTION PLAN
- 13. 60 04 CONTENT SUPERVISION VISUAL CONTROL CORDINATION WITH PRODUCTION HOUSE VIDEO PRODUCTION STAFF Paper work >> actual WORK Complicated workflow and proce- dure --> low productivity Content team should have 4 staff for full stack content martketing Should have one more staff to handle more work load Control content quality on Corp Blog and Facebook Control visual quality on Facebook and Corp Blog. Lead the visual creation Collaborate with content agency to ensure work flows as planned Create, Produce and Audit video quality
- 14. 42K fans on Facebook. Top 3 Vietnam Insurance Fanpage Remarketing list (On both home base and social) grows to 100K 130K fans on Facebook. Top 1 Vietnam Insurance Fanpage home base (corporate website and blog) gets avg traffic 2K/day 1. Viral video on Youtube hit 100K views 3. Viral video on Facebook hit 5M views 2. Home base (corporate website and blog) get avg traffic 6K/day GET TOTAL 6000 LEADS FROM ALL CHANNEL FEBRUARY, JUNE, OCTOBER, APRIL, AUGUST, DECEMBER, MILESTONES SAMPLE
- 15. Item Note: Cost/month Content Agency $XX $XX $XX $XX $X $XX $XXX Subtotal 10% Add up Grand total $XX $X 12 12 12$X Video Production Gears & Tools Quantity Total BUDGET SAMPLE Budget for content marketing have increased because of Content Agency & Video Production cost, which is worthy for bigger success Video Production Cost may vary depending on time
- 16. thank you