Content Marketing? For Insurance?! - BDI 12/19/12 Insurance Social Communications Leadership Forum

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Case Study: Content Marketing? For Insurance?!
Presented by: Julie Roth, Manager, Digital Marketing and Communications, Willis Group
Insurance content so interesting it can be used for marketing?! Believe it or not: Yes. In this presentation I’ll cover the what, why, and how of content marketing for insurance companies, including a case study of how we’re doing it at Willis.

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Content Marketing? For Insurance?! - BDI 12/19/12 Insurance Social Communications Leadership Forum

  1. 1. CONTENTMARKETING?FOR INSURANCE?!How WillisWire is advancing the Willis brand19 December, 2012
  2. 2. AGENDA 1. What is content marketing? 2. What is Willis doing with content marketing? 3. Spotlight on WillisWire 4. Benefits of WillisWire 5. Tips for Doing it Yourself1
  3. 3. WHAT ISCONTENTMARKETING?A brief introduction2
  4. 4. WHAT IS CONTENT MARKETING Using content to market your brand or company— and it isn’t new  Advertorials  White papers  Baseball cards  Blogs  Microblogs  Video  Podcasts  Slideshare3
  5. 5. WHY CONTENT MARKETING? Need  Distrust of traditional marketing Opportunity  24/7 demand for information  Deterioration of news media4
  6. 6. HOW B2BS ARE USING IT5
  7. 7. CONTENT MARKETING GOALS6
  8. 8. BENEFITS OF BLOGGING Blogging companies:  Have more sales leads  93% of B2B buyers begin the buying process with search engines—which +67% love blogs  67% more B2B leads per month than those who don’t blog  Have more Web visitors  55% more website visitors  97% more links from other sites  434% more pages indexed by search engines7
  9. 9. WILLISCONTENTMARKETINGWhat We’re Doing8
  10. 10. SYNCS WITH THE WILLIS CAUSE9
  11. 11. SYNCS WITH THE WILLIS CAUSE10
  12. 12. WILLIS CONTENT MARKETING What we do:  Newsletters11
  13. 13. WILLIS CONTENT MARKETING What we do:  Newsletters  Market reviews12
  14. 14. WILLIS CONTENT MARKETING What we do:  Newsletters  Market reviews  White papers13
  15. 15. WILLIS CONTENT MARKETING What we do:  Newsletters  Market reviews  White papers  Social media14
  16. 16. WILLIS CONTENT MARKETING What we do:  Newsletters  Market reviews  White papers  Social media  Video15
  17. 17. WILLIS CONTENT MARKETING What we do:  Newsletters  Market reviews  White papers  Social media  Video  Podcasts16
  18. 18. WILLIS CONTENT MARKETING What we do:  Newsletters  Market reviews  White papers  Social media  Video  Podcasts  Resilience magazine17
  19. 19. WILLIS CONTENT MARKETING What we do:  Newsletters  Market reviews  White papers  Social media  Video  Podcasts  Resilience magazine  WillisWire blog18
  20. 20. WILLIS WIREUp-to-the-minute Insight on Risk19
  21. 21. WHAT IS A BLOG?  Timely commentary, observation, or analysis  Short, frequent posts  Conversational  Informal, personable in tone  Invites and responds to reader comments  Links out to other writers / sites  NOT a marketing brochure masquerading as a blog20
  22. 22. WHAT IS Executive Risk WILLIS WIRE? Risk Control Corporate blog Weather Risk  ~3 dozen bloggers  2 languages Analytics  38 categories Kidnap & Ransom Financial Services Employee Benefits21
  23. 23. WILLIS WIRE TOPICS Think Like an Editor  In the news  Something new to worry about  A way to save money  A way to stay out of jail  Seasonal  Just plain cool Bottom line:  Insurance Doesn’t Have to be Boring22
  24. 24. WILLIS WIRE VOICE  Be personable  Use “you” and “I”  Use contractions  Write informally  Be clear  Write simply  Be understandable, not impressive  Be scannable  Use short sentences & paragraphs  Use frequent subheadings  Use bullet points  Think like your readers  What do they hope to get from your blog?23
  25. 25. WILLIS WIRE AUDIENCE  Clients and prospects  They come for the learning  Impressed, they hire us  Media  Looking for story ideas  Looking for experts to quote  Colleagues  Increase own expertise  See opportunities to cross- sell clients24
  26. 26. AUDIENCE STRICTLY BUSINESSVacation Season Affects Page ViewsAlmost Exclusively Weekday TrafficTypical daily traffic breakdown25
  27. 27. BENEFITSWhat the business gets out of it26
  28. 28. REACH BENEFITS: MEDIA Press pickups:  Summaries of the posts themselves  Interview requests for bloggers27
  29. 29. REACH BENEFITS: REPRINTS28
  30. 30. BENEFITS: COLLATERAL Printed PDFs:  Leave-behinds at meetings/conferences  RFPs29
  31. 31. REACH BENEFITS: SOCIAL MEDIA Links to the blog on LinkedIn  Followers see our post in their news feeds  Bloggers share with their contacts; it appears on their news feeds  Associates share relevant ones with their contacts  Also true for Twitter and Facebook30
  32. 32. TIPS FORSTARTING YOUROWN PROGRAMA brief introduction31
  33. 33. TIPS1. Use a CMS you can administer yourself2. Secure hosting  Up-time is close to 100%  No one can hack the blog and publish bad things  Back ups of data in case of calamity  Hosting service will stay in business (if outside)3. Arrange for automatic archival of all posts/comments4. Get select bloggers to commit to at least a post a month.5. Get select legal staffers to commit to timely review.6. Establish an editorial workflow that allows for:  Copy editing  Legal review  Art selection  Production32
  34. 34. KEY WILLIS URLS WillisWire – http://blog.willis.com LinkedIn – http://www.linkedin.com/company/willis Twitter – http://twitter.com/willisgroup Facebook – https://www.facebook.com/willisgroup YouTube – http://www.youtube.com/willisgroup33
  35. 35. SOURCE URLS Widespread distrust of traditional advertising – Nielsen: http://j.mp/YRwU2y How B2Bs are using content marketing – MarketingProfs: http://j.mp/12Y3eW6 Why B2Bs are using content marketing– B2B Magazine: http://j.mp/12Y3rJ0 57% of blogging companies have acquired a customer thru that channel – Hubspot : http://j.mp/S4SkvK Marketers with blogs generate 67% more leads – Hubspot: http://j.mp/T8KPAH 93% of B2B buyers begin buying process via search engines - Marketo: http://j.mp/12BmdVn34
  36. 36. WHO I AM Julie C. Roth Manager, Digital Marketing and Communications Willis Group, New York City julie.roth@willis.com @cyberroth35

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