How we created content that would make insurance more understandables

The solutions

Creating content that solves customer pain points

• Have a detailed understanding of the client’s goals and work with them to understand the products, and its competitive advantages.
• Finalise what kind of content will work for the audience on different platforms, and needs to be built for each kind of marketing platform, which would help the brand meet the goal.
• Put in place a highly-experienced editorial team which understands insurance and can write for a niche audience

• Solution 1

  Like with any other project, we started by researching what the client’s competitors were doing in this space? We started taking notes of how others were approaching content in the non-motor and motor space, and what type of content was driving in organic traffic to the competitor websites. We also got to understand from our client that one of the major problems was that the common man avoided buying insurance a lot of times, thinking it was a waste of money. It was done only in terms of emergency or if it was mandated by law.

  We also used analytics tools to gauge where the client stood against competitors as far as organic website traffic, engagement rate, and conversions were concerned.

• Solution 2

  Next, we suggested a strategy that involved creating well-structured and engaging website content, long-form and insightful blogs on a monthly basis, as well as Quora answers to trending questions. We decided to create content spread across the different types of insurance. Our aim was to keep the language simple and the tone conversational to make the content engaging but informative. We also suggested the use of trending keywords to help the content rank high on search engines.

  Additionally, we decided to weave in relevant data and stats wherever possible, to instill trust in readers and make retention easy. For blogs, our strategy also involved the use of creative and catchy titles along with images and a summary that would give a sneak peek into the main content and its objective.

  Through Quora answers, we aimed to respond to popular questions, spread knowledge about insurance in a not-so-formal setting, connect with and guide potential customers, and subtly push the client’s products on and off.

• Solution 3

  Once the strategy was in place, we zeroed in on a team of experienced writers with in-depth knowledge of the insurance sector. The content structure was set in place, followed by a thorough briefing. And then we rolled out the content development process. Till date, every content piece is closely edited, fact-checked, and polished before it gets published, to ensure the best results.