Get the Right Coverage:
Your Guide to Content
Marketing for Insurance
Ahava Leibtag
President
Aha Media Group
@ahavaL #IMCA2014
@ahaval #IMCA2014 2
Every minute…
• YouTube users upload 48 hours of video
• Facebook users share 684,478 pieces of
content
• Instagram users ...
Demanding?
The average brand organization is
responsible for the content demands of
178 social media properties, plus
webs...
Impossible?
The average American is bombarded by
5,000 messages a day.
--The New York Times (1988)
@ahaval #IMCA2014 5
To build an audience of
50 million
58 years
@ahaval #IMCA2014 6
To build an audience of
50 million
58 years
14 years
@ahaval #IMCA2014 7
To build an audience of
50 million
58 years
14 years
4 years
@ahaval #IMCA2014 8
To build an audience of
50 million
58 years
14 years
4 years
3.6 years
@ahaval #IMCA2014 9
To build an audience of
50 million
58 years
14 years
4 years
3.6 years
80
Source: ComScore
@ahaval #IMCA2014 10
@ahaval #IMCA2014 11
How does a
modern marketer
cope?
@ahaval #IMCA2014 12
Modern Marketing Challenges
• Ads don’t have the same power (esp.
in digital)
• Reduced attention
• Lack of brand loyalty
...
@ahaval #IMCA2014 14
@ahaval #IMCA2014 15
PRITUX
Executive
LeadershipMarketing
Customer
RelationsVisual
Design
Sales
@ahaval #IMCA2014 16
Podcasts
Databases
Infographics
Images Videos
Slide
Shows
Whitepapers
WebsitesApps
Blogs
Email
Market...
@ahaval #IMCA2014 17
@ahaval #IMCA2014 18
@ahaval #IMCA2014 19
Today
• What is content?
• What is content strategy?
• What is content marketing?
• What is inspiration marketing?
@ahaval...
WHAT IS CONTENT?
@ahaval #IMCA2014 21
Content is a conversation.
@ahaval #IMCA2014 22
TO WHOM ARE WE
TALKING?
@ahaval #IMCA2014 23
WHO ARE WE?
@ahaval #IMCA2014 24
CONTENT REVEALS TO THE
WORLD WHO WE ARE.
@ahaval #IMCA2014 25
CONTENT IS THE
CONVERSATION THAT FUELS
THE SALES PROCESS.
@ahaval #IMCA2014 26
Email Addresses/Contacts
Engaged
Prospect &
Recycled
Lead
Sales Lead
Opport
unity
Custo
mer
• Emails/Contacts: Not yet lea...
WHAT IS CONTENT STRATEGY?
@ahaval #IMCA2014 28
@ahaval #IMCA2014 29
@ahaval #IMCA2014 30
@ahaval #IMCA2014 31
@ahaval #IMCA2014 32
@ahaval #IMCA2014 33
Content Strategy:
• Align with business objectives
• Support users in accomplishing tasks
@ahaval #IMCA2014 34
Business
Goals
User
Tasks
@ahaval #IMCA2014 35
Business
Goals
User
Tasks
@ahaval #IMCA2014 36
Business
Goals
User
Tasks
@ahaval #IMCA2014 37
Business
Goals
User
Tasks
@ahaval #IMCA2014 38
The
Sweet
Spot
How can we control this
conversation?
@ahaval #IMCA2014 39
5 Questions You MUST Ask
1. To whom are we speaking?
2. Who are we? (as a brand?)
3. What are we trying to say?
4. How do ...
External Messaging
External Messaging Questions
• To whom are you
speaking? 
• Who are you? 
• What are you trying to
sa...
@ahaval #IMCA2014 42
@ahaval #IMCA2014 43
@ahaval #IMCA2014 44
@ahaval #IMCA2014 45
@ahaval #IMCA2014 46
@ahaval #IMCA2014 47
@ahaval #IMCA2014 48
@ahaval #IMCA2014 49
Identity Pillars
Current Identity Pillars  Future Identity Pillars




@ahaval #IMCA2014 50
@ahaval #IMCA2014 51
Identity Pillars
Current Identity Pillars  Future Identity Pillars
CHEAP




@ahaval #IMCA2014 52
Identity Pillars
Current Identity Pillars  Future Identity Pillars
CHEAP

AFFORDABLE



@ahaval #IMCA2014 53
Messaging Architecture
Current Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP 
@ahaval #...
Messaging Architecture
Current Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP  AFFORDABL...
Messaging Architecture
Current Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP  AFFORDABL...
Messaging Architecture
Current Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP  AFFORDABL...
Voice
We are:
sophisticated innovative academic
friendly fun important smart innovative
funny hipster sarcastic sympatheti...
Voice
We are:
sophisticated innovative academic
friendly fun important smart innovative
funny hipster sarcastic sympatheti...
Voice
We are:
sophisticated innovative academic
friendly fun important smart innovative
funny hipster sarcastic sympatheti...
Voice
We are:
sophisticated innovative academic
friendly fun important smart innovative
funny hipster sarcastic sympatheti...
@ahaval #IMCA2014 62
@ahaval #IMCA2014 63
@ahaval #IMCA2014 64
Content strategy also:
• Internally who is responsible for all the
different phases of content?
• Plan
• Create
• Publish
...
WHAT IS CONTENT MARKETING?
@ahaval #IMCA2014 66
Modern Marketing Challenges
• Ads don’t have the same power (esp.
in digital)
• Reduced attention
• Lack of brand loyalty
...
Goals of content marketing
1. Attract: Create content that will draw prospects like
bees to a blossoming flower
2. Acquire...
#1: Attract
@ahaval #IMCA2014 69
#1: Attract
@ahaval #IMCA2014 70
#2: Acquire
@ahaval #IMCA2014 71
#3: Engage or Connect
@ahaval #IMCA2014 72
#3: Engage or Connect
@ahaval #IMCA2014 73
#3: Engage or Connect
@ahaval #IMCA2014 74
#4: Drive Profitable Action
@ahaval #IMCA2014 75
Content marketing allows you to
sustain the conversation.
@ahaval #IMCA2014 76
@ahaval #IMCA2014 77
@ahaval #IMCA2014 78
People buy what they trust.
@ahaval #IMCA2014 79
People buy what they trust.
When they believe.
@ahaval #IMCA2014 80
@ahaval #IMCA2014 81
@ahaval #IMCA2014 82
@ahaval #IMCA2014 83
@ahaval #IMCA2014 84
@ahaval #IMCA2014 85
@ahaval #IMCA2014 86
@ahaval #IMCA2014 87
@ahaval #IMCA2014 88
Business
Goals
User
Tasks
@ahaval #IMCA2014 89
Business
Goals
Passionate
Solutions
User Tasks
Who said?
“Getting an audience is hard. Sustaining
an audience is hard. It demands a
consistency of thought, of purpose, a...
@ahaval #IMCA2014 91
@ahaval #IMCA2014 92
Questions?
Ahava Leibtag
Aha Media Group, LLC
ahava@ahamediagroup.com
@ahavaL @
ahavaleibtag
@ahaval #IMCA2014 93
THANK YO...
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Get the Right Coverage: Content Marketing for the Insurance Industry

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Learn about content, aligning your content with business objectives and user tasks, the difference between content strategy and content marketing and how to use neuroscience to create inspiration marketing.

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  • Financial guard
  • Get the Right Coverage: Content Marketing for the Insurance Industry

    1. 1. Get the Right Coverage: Your Guide to Content Marketing for Insurance Ahava Leibtag President Aha Media Group
    2. 2. @ahavaL #IMCA2014 @ahaval #IMCA2014 2
    3. 3. Every minute… • YouTube users upload 48 hours of video • Facebook users share 684,478 pieces of content • Instagram users share 3,600 new photos • Tumblr sees 27,778 new posts published @ahaval #IMCA2014 3
    4. 4. Demanding? The average brand organization is responsible for the content demands of 178 social media properties, plus websites, blogs and live events. -The Altimeter Group (2013) @ahaval #IMCA2014 4
    5. 5. Impossible? The average American is bombarded by 5,000 messages a day. --The New York Times (1988) @ahaval #IMCA2014 5
    6. 6. To build an audience of 50 million 58 years @ahaval #IMCA2014 6
    7. 7. To build an audience of 50 million 58 years 14 years @ahaval #IMCA2014 7
    8. 8. To build an audience of 50 million 58 years 14 years 4 years @ahaval #IMCA2014 8
    9. 9. To build an audience of 50 million 58 years 14 years 4 years 3.6 years @ahaval #IMCA2014 9
    10. 10. To build an audience of 50 million 58 years 14 years 4 years 3.6 years 80 Source: ComScore @ahaval #IMCA2014 10
    11. 11. @ahaval #IMCA2014 11
    12. 12. How does a modern marketer cope? @ahaval #IMCA2014 12
    13. 13. Modern Marketing Challenges • Ads don’t have the same power (esp. in digital) • Reduced attention • Lack of brand loyalty • Social sharing @ahaval #IMCA2014 13
    14. 14. @ahaval #IMCA2014 14
    15. 15. @ahaval #IMCA2014 15 PRITUX Executive LeadershipMarketing Customer RelationsVisual Design Sales
    16. 16. @ahaval #IMCA2014 16 Podcasts Databases Infographics Images Videos Slide Shows Whitepapers WebsitesApps Blogs Email Marketing
    17. 17. @ahaval #IMCA2014 17
    18. 18. @ahaval #IMCA2014 18
    19. 19. @ahaval #IMCA2014 19
    20. 20. Today • What is content? • What is content strategy? • What is content marketing? • What is inspiration marketing? @ahaval #IMCA2014 20
    21. 21. WHAT IS CONTENT? @ahaval #IMCA2014 21
    22. 22. Content is a conversation. @ahaval #IMCA2014 22
    23. 23. TO WHOM ARE WE TALKING? @ahaval #IMCA2014 23
    24. 24. WHO ARE WE? @ahaval #IMCA2014 24
    25. 25. CONTENT REVEALS TO THE WORLD WHO WE ARE. @ahaval #IMCA2014 25
    26. 26. CONTENT IS THE CONVERSATION THAT FUELS THE SALES PROCESS. @ahaval #IMCA2014 26
    27. 27. Email Addresses/Contacts Engaged Prospect & Recycled Lead Sales Lead Opport unity Custo mer • Emails/Contacts: Not yet leads, just have entered the funnel • Engaged: Show real engagement by downloading content, opening an email, commenting on a blog post • Prospect: Qualified but are not ready to buy (decision makers?) • Lead: Prospects that show enough behavioral engagement that we want to call them • Sales lead: Qualified by sales • Opportunity: Part of the active pipeline • Customer: They have bought an solution • Upsell and retain: Keep them buying Sales Funnel MarketingSales Nurturing Database @ahaval #IMCA2014 27
    28. 28. WHAT IS CONTENT STRATEGY? @ahaval #IMCA2014 28
    29. 29. @ahaval #IMCA2014 29
    30. 30. @ahaval #IMCA2014 30
    31. 31. @ahaval #IMCA2014 31
    32. 32. @ahaval #IMCA2014 32
    33. 33. @ahaval #IMCA2014 33
    34. 34. Content Strategy: • Align with business objectives • Support users in accomplishing tasks @ahaval #IMCA2014 34
    35. 35. Business Goals User Tasks @ahaval #IMCA2014 35
    36. 36. Business Goals User Tasks @ahaval #IMCA2014 36
    37. 37. Business Goals User Tasks @ahaval #IMCA2014 37
    38. 38. Business Goals User Tasks @ahaval #IMCA2014 38 The Sweet Spot
    39. 39. How can we control this conversation? @ahaval #IMCA2014 39
    40. 40. 5 Questions You MUST Ask 1. To whom are we speaking? 2. Who are we? (as a brand?) 3. What are we trying to say? 4. How do we say it? 5. When and where do we say it? @ahaval #IMCA2014 40
    41. 41. External Messaging External Messaging Questions • To whom are you speaking?  • Who are you?  • What are you trying to say?  • How do you say it?  • When and where do you say it? Content Strategy Tools • Personas • Identity Pillars • Messaging Architecture • Voice/Tone • Editorial Calendar @ahaval #IMCA2014 41
    42. 42. @ahaval #IMCA2014 42
    43. 43. @ahaval #IMCA2014 43
    44. 44. @ahaval #IMCA2014 44
    45. 45. @ahaval #IMCA2014 45
    46. 46. @ahaval #IMCA2014 46
    47. 47. @ahaval #IMCA2014 47
    48. 48. @ahaval #IMCA2014 48
    49. 49. @ahaval #IMCA2014 49
    50. 50. Identity Pillars Current Identity Pillars  Future Identity Pillars     @ahaval #IMCA2014 50
    51. 51. @ahaval #IMCA2014 51
    52. 52. Identity Pillars Current Identity Pillars  Future Identity Pillars CHEAP     @ahaval #IMCA2014 52
    53. 53. Identity Pillars Current Identity Pillars  Future Identity Pillars CHEAP  AFFORDABLE    @ahaval #IMCA2014 53
    54. 54. Messaging Architecture Current Content Pillars Future Content Pillars % Articulation Statement Messaging CHEAP  @ahaval #IMCA2014 54
    55. 55. Messaging Architecture Current Content Pillars Future Content Pillars % Articulation Statement Messaging CHEAP  AFFORDABLE @ahaval #IMCA2014 55
    56. 56. Messaging Architecture Current Content Pillars Future Content Pillars % Articulation Statement Messaging CHEAP  AFFORDABLE You can find the products you want, at the price you are looking for. @ahaval #IMCA2014 56
    57. 57. Messaging Architecture Current Content Pillars Future Content Pillars % Articulation Statement Messaging CHEAP  AFFORDABLE You can find the products you want, at the price you are looking for. • Our prices are consistently 20% lower than other retail chains. • Robust coupon program @ahaval #IMCA2014 57
    58. 58. Voice We are: sophisticated innovative academic friendly fun important smart innovative funny hipster sarcastic sympathetic empathetic awesome helpful convenient @ahaval #IMCA2014 58
    59. 59. Voice We are: sophisticated innovative academic friendly fun important smart innovative funny hipster sarcastic sympathetic empathetic awesome helpful convenient @ahaval #IMCA2014 59
    60. 60. Voice We are: sophisticated innovative academic friendly fun important smart innovative funny hipster sarcastic sympathetic empathetic awesome helpful convenient @ahaval #IMCA2014 60
    61. 61. Voice We are: sophisticated innovative academic friendly fun important smart innovative funny hipster sarcastic sympathetic empathetic awesome helpful convenient @ahaval #IMCA2014 61
    62. 62. @ahaval #IMCA2014 62
    63. 63. @ahaval #IMCA2014 63
    64. 64. @ahaval #IMCA2014 64
    65. 65. Content strategy also: • Internally who is responsible for all the different phases of content? • Plan • Create • Publish • Distribute • Analyze or Measure • Govern @ahaval #IMCA2014 65
    66. 66. WHAT IS CONTENT MARKETING? @ahaval #IMCA2014 66
    67. 67. Modern Marketing Challenges • Ads don’t have the same power (esp. in digital) • Reduced attention • Lack of brand loyalty • Social sharing @ahaval #IMCA2014 67
    68. 68. Goals of content marketing 1. Attract: Create content that will draw prospects like bees to a blossoming flower 2. Acquire: Give them the content in exchange for an email address or some other form of potential ongoing contact 3. Engage or connect: Continue to engage by creating and sending relevant content about your product, service or knowledge base 4. Drive profitable action: Clearly align your content creation and distribution efforts with your business goals @ahaval #IMCA2014 68
    69. 69. #1: Attract @ahaval #IMCA2014 69
    70. 70. #1: Attract @ahaval #IMCA2014 70
    71. 71. #2: Acquire @ahaval #IMCA2014 71
    72. 72. #3: Engage or Connect @ahaval #IMCA2014 72
    73. 73. #3: Engage or Connect @ahaval #IMCA2014 73
    74. 74. #3: Engage or Connect @ahaval #IMCA2014 74
    75. 75. #4: Drive Profitable Action @ahaval #IMCA2014 75
    76. 76. Content marketing allows you to sustain the conversation. @ahaval #IMCA2014 76
    77. 77. @ahaval #IMCA2014 77
    78. 78. @ahaval #IMCA2014 78
    79. 79. People buy what they trust. @ahaval #IMCA2014 79
    80. 80. People buy what they trust. When they believe. @ahaval #IMCA2014 80
    81. 81. @ahaval #IMCA2014 81
    82. 82. @ahaval #IMCA2014 82
    83. 83. @ahaval #IMCA2014 83
    84. 84. @ahaval #IMCA2014 84
    85. 85. @ahaval #IMCA2014 85
    86. 86. @ahaval #IMCA2014 86
    87. 87. @ahaval #IMCA2014 87
    88. 88. @ahaval #IMCA2014 88 Business Goals User Tasks
    89. 89. @ahaval #IMCA2014 89 Business Goals Passionate Solutions User Tasks
    90. 90. Who said? “Getting an audience is hard. Sustaining an audience is hard. It demands a consistency of thought, of purpose, and of action over a long period of time.” @ahaval #IMCA2014 90
    91. 91. @ahaval #IMCA2014 91
    92. 92. @ahaval #IMCA2014 92
    93. 93. Questions? Ahava Leibtag Aha Media Group, LLC ahava@ahamediagroup.com @ahavaL @ ahavaleibtag @ahaval #IMCA2014 93 THANK YOU!
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