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Editorial Content Strategy for a Large Insurance Agents' Association

How do you help a venerable insurance brand stay the go-to site for finding personal insurance protection?

The Business Challenge

Multiple blogs and platforms that match consumers and small business owners with independent insurance agents and brokers existed by 2015 when I started with this client. This well-recognized marketing brand for independent insurance agents that launched in 1896 had long offered that search feature on its website. But it needed to regain traction over competitors now offering similar agent and broker search services that helped consumers find insurance protection.

These industry disruptors and direct competitors attracted prospective clients looking for insurance agents and brokers away from the client with robust trust and loyalty-building educational editorial content.

Moreover, numerous recognized personal finance sites competed for traffic with the brand, too. The platform had to create similar content that put them at the top of search engine results and brought them traffic currently going to other sites.

The Approach

Starting as a Senior Finance Writer, I worked with the brand to provide robust editorial content designed to attract traffic to the site. I combined my journalism skills as an editorial content strategist with my marketing fluency and business acumen to create multiple then-popular posts.

The Outcome

Several of my posts attracted significant traffic to the site, helping to enhance the brand’s reputation as a platform where users could find unique, highly relevant, compelling, shareable content.

It led to my being contracted by the brand to collaborate with them on an editorial content strategy that helped them produce blog posts that got them the top of SERP while educating users on the value of specific insurance products. My work included providing detailed brand briefs for other writers and creative direction on images and infographics for which I wrote the copy.

Work With Me

If you're a mid-middle market or larger firm in the wealth management or private banking sector* faced with similar editorial content challenges, I can help. I’ll work with you accelerate your content marketing strategic goals with my expert editorial content strategic insights and editorial content creation skills.

Learn more about my expertise, then contact me. I offer a complimentary 30-minute introductory phone call you can learn about by reading about my “Work Process” here.

* I no longer work with insurance industry firms.

(c) 2022-2023. Dahna M. Chandler for The Financial Communicator, Inc., a division of Thrive Media Collaborative, Inc. All rights reserved. This case story may not be reproduced or reposted in whole or in part or used for AI applications without express written permission from the author.