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Grassroots content strategy CIDM best practices 2018

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Here is a brief insight into our 18 month journey to start a new content strategy as part of a rebranding effort. Real grassroots effort by non-content experts for a better customer experience.

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Grassroots content strategy CIDM best practices 2018

  1. 1. WHEN PERFECT IS THE ENEMY OF GOOD ENOUGH Grassroots efforts to replace our content strategy 33236-PPBR0418 For educational purposes only. April 23, 2018
  2. 2. 2Add proper disclosure here.For educational purposes only.
  3. 3. WHAT CONTENT CHANNELS DID WE HAVE • Website: Transamerica.com (150 domains and 65,000 pages) • Account portals – individuals for each employer and product type - Insurance - Investment - Retirement - Annuities - Advisor portal (52 websites) • Transamerica App • Social Media (40+ channels) • Blog CONTENT OUTLETS For educational purposes only.
  4. 4. For educational purposes only.
  5. 5. CUSTOMER CENTRIC??? For educational purposes only.
  6. 6. Not For Distribution. Imagery for internal use only. For Private Use Only Copyright © 2017For educational purposes only.
  7. 7. Not For Distribution. Imagery for internal use only. For Private Use Only Copyright © 2017 Our level 1 content is core information and insight that is proprietary to Transamerica. These pieces should be developed based indepth research and promote TA as a thoughtleader in the market. It can be data-based or insight-based, and serves as the overarching theme of the month or quarter. Original studies & surveys, guides, reports & white papers, long-form video, ebooks FREQUENCY: Low (one per month/ quarter) EXAMPLE FORMATS: Field Guides Social Security Program Dementia Program Comms tasks: DEVELOPING THE RIGHT CONTENT EDUCATE For educational purposes only.
  8. 8. Not For Distribution. Imagery for internal use only. For Private Use Only Copyright © 2017 Our level 2 content are mainly knowledge base articles, partner contributed articles. These pieces should be based on research, and/or feature the voices of our internal thought leaders. It can be data-based or insight-based, and serves as the raw material from which we derive additional assets in our pyramid. ATTRIBUTES: • Primarily educational • Tone of voice is “Transamerica as a resource” • Written with authority in the industry • 800-2000 words • Hero image + min. 1 visual fact content (charts, graphs, statistics etc.) • Includes a bio of the author/ institution FREQUENCY: 1 per week/ sub-pillar EXAMPLE FORMATS: • https://knowledge-place.wealthmeethealth.com/individual/be- smart/article/divorce-becoming-a-gray-area/ • https://knowledge-place.wealthmeethealth.com/individual/be- smart/article/protect-yourself-tips-help-prevent-identity-theft/ Comms tasks: ENGAGE EDUCATE DEVELOPING THE RIGHT CONTENT For educational purposes only.
  9. 9. Not For Distribution. Imagery for internal use only. For Private Use Only Copyright © 2017 Our level 3 content are mainly blog posts written for the Wealth and Health community or NewAgeofAdvice. They are derived from the monthly editorial theme (level 1) and the related Knowledge Base article (level 2) ATTRIBUTES: • Primarily engaging • Tone of voice is “Author as a friend” • ~500 words • Hero image • Includes a bio of the guest blogger only FREQUENCY: 0.5 - 1 per week/ sub-pillar EXAMPLE FORMATS: • https://community.wealthmeethealth.com/t5/Wealth-Meet- Health-Blog/The-Simple-Step-that-Eases-Financial- Anxiety/ba-p/470 • 7 Tips to a More Financially Productive New Year Comms tasks: EDUCATE DEVELOPING THE RIGHT CONTENT For educational purposes only.
  10. 10. Not For Distribution. Imagery for internal use only. For Private Use Only Copyright © 2017 Our level 4 will typically break down level 1 content into a more digestible format that highlights key points and, or messages to reach a broader audience. FREQUENCY: Moderate (1+/week) EXAMPLE FORMATS: Infographics (Add Link) Charts (Add Link) Interactive tools (Add Link) Video (Add Link) Imagery (Add Link) Comms tasks: CONVERT CELEBRATE ENGAGE EDUCATE DEVELOPING THE RIGHT CONTENT For educational purposes only.
  11. 11. Not For Distribution. Imagery for internal use only. For Private Use Only Copyright © 2017 Our level 5 content will help us build awareness, consumption, and conversation around all of our other content. It is a broad network of interrelated promotional and conversational micro-content that helps us expand reach and improves our ability to connect with our audience. FREQUENCY: High (60/ week) EXAMPLE FORMATS: Social posts (Add Link) Community Discussion Starters (Add Link) Polls/ Surveys (Add Link) Introduction to WP downloads (Add Link) Comms tasks: CONVERT CELEBRATE ENGAGE EDUCATE DEVELOPING THE RIGHT CONTENT For educational purposes only.
  12. 12. EDITORIAL CALENDAR Topics to map out: • Primary Pillars / Themes • Top of the pyramid (white papers, field guides) • Paid Industry Campaigns • SEM • Social Campaigns • Programmatic • Partner Events • Curated Content • Important Holidays • National Awareness Programs For educational purposes only.
  13. 13. SO WHAT HAPPENED NEXT? For educational purposes only.
  14. 14. TEMPLATES For educational purposes only.
  15. 15. Old Content Review – Fail Safe through Compliance requirements – every 12 months During our content strategy work, we totally forgot about the need to update/ review our existing content regularly 1. What do we renew? 2. What do we re-approve as is? 3. What do we retire? • How do we retire without breaking Google? CULLING For educational purposes only.
  16. 16. Public/ Consumer content testing • Toluna Quick Survey • Social Media A/B testing • Interviews and focus groups • Customer Advisory Council CONTENT TESTING B2B content testing • Survey Monkey for an internal group of volunteers that represent our B2B side of the business For educational purposes only.
  17. 17. WHAT CONTENT CHANNELS DID WE HAVE • Cut down from ~6,000 print brochures to ~1,200 in one year • Website: Transamerica.com (4 domains) • Account portals – individuals for each employer and product type - Insurance - Investment - Retirement - Annuities - Advisor portals • Transamerica App (replacing old app in 2018) • Social Media (5 channels) • Knowledge Place • Community (blog replaced) NEW CONTENT OUTLETS For educational purposes only.
  18. 18. For educational purposes only.
  19. 19. For educational purposes only.
  20. 20. 20 Add proper audience disclosure here. THANK YOU! For educational purposes only.

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