Driving organic traffic through quality content, built at scale, for ICICI Lombard

CONTENT MARKETING

CONTENT STRATEGY

CONTENT WRITING

A quick overview

Launched in 2001, ICICI Lombard General Insurance Company is a collaborative venture between ICICI Bank Limited and Fairfax Financial Holdings Limited. Among the major players in the private sector general insurance domain, ICICI Lombard has a strong presence with 305 branches spread across India. With a comprehensive portfolio of insurance products and services covering healthcare, motor, home, travel, and more, the brand aimed at strengthening its market positioning by improving its digital presence and engaging its existing and prospective customers via compelling content marketing. The insurance provider collaborated with Justwords for driving a strong content marketing campaign.

The objective Set for Justwords

The primary objectives of ICICI Lombard were enhancing brand visibility, informing and educating customers, decreasing bounce rates, and, most importantly, driving lead generation via effective content marketing.

To achieve the above things, the broad roadmap was this –

Informing customers about various insurance products and helping them understand the different policies and their scope of coverage.
Reaching out to a wider audience in the dynamic, complex, and competitive insurance landscape.
Catering to a diverse audience with varying requirements and standing out as a Trusted Insurance Partner.
Effectively communicating and simplifying the complex insurance products in a clear but engaging manner. Simplifying the insurance claim process and empowering customers to navigate claims efficiently.
Finally and most importantly, optimise all the content produced for search engines so that it was primed to rank and hence drive in organic visibility and attract potential customers. From the structure, to the keywords, to the topics, everything was designed to meet Google’s search criteria guidelines.

Justwords’ Strategy

Justwords developed a comprehensive content strategy that focused on the following key elements:

1. In-Depth Research

Our team conducted thorough research on the insurance industry, with emphasis on market dynamics, the latest trends, customer behaviours, ICICI Lombard’s target audience, business goals, and USPs.
We performed an audit of existing content published on the client’s website to identify gaps, dated information, and sections for improvement.
We gained insight into the target audience’s preferences, needs, and pain points.

2. Blog Strategy Development

We collaborated with ICICI Lombard’s marketing team to get clarity on the purpose and goals of the blogs.
We developed a content strategy aligning with ICICI Lombard’s brand voice, establishing the company as an industry expert.
Our Editorial Team integrated SEO best practices for all blog segments to enhance the client’s search engine visibility and rankings for significant insurance-related keywords.
We crafted high-quality, engaging blogs focussing on information and readability.
Our team of writers and editors ensured that the blogs were written with a focus on a customer-centric approach and addressed common misconceptions and concerns. Our blogs simplify complex insurance jargon to improve customer understanding.

3. Content Categories

We created the following types of content for ICICI Lombard:

Travel Blogs with destination-specific information, potential risks, and the need for travel insurance. Our comprehensive travel blogs explain the coverage features of international travel insurance plans, including medical expenses, trip cancellations, and emergency assistance.
Health Blogs (Micro, On-Page and Off-Page) integrate information on how healthcare policies support various aspects of preventive care, showcasing specific and specialised plans tailored for different needs (e.g., family floater, maternity coverage, critical illness plans, etc.). The blogs explain the features, the scope of coverage, and the benefits of specialised health insurance offerings.
Car/Bike Insurance Blogs explain the nuances of car and bike insurance policies, focusing on coverage options, add-ons, and policy terms and conditions. Our customised content addresses car/bike insurance considerations, including factors like vehicle type, usage, safe driving practices, and maintenance to promote responsible driving.
Quora Answers that provides accurate and helpful responses to common user queries.

As we continue to collaborate and work with ICICI Lombard, our team consistently delivers well-researched and SEO-optimised content, where every blog undergoes a stringent process pertaining to the authenticity of facts, easy-to-understand language, and our commitment to deliver quality content.

The Results

By creating targeted and engaging content, Justwords addressed the unique challenges of the insurance domain that resonated with ICICI Lombard’s diverse audience. It increased the client’s brand authority, enhanced organic visibility and search engine rankings, and led to customers making more informed purchase decisions. The blogs resonated with the target audience as the content not only aligned with their interests but also addressed their concerns. Justwords was pivotal in elevating ICICI Lombard’s content marketing efforts through a strategic and collaborative approach. This resulted in increased brand awareness, enhanced customer engagement, and a stronger online presence within the competitive and dynamic insurance landscape.