How to Make Content Marketing Exciting in a Boring, Disreputable Industry
Insurance isn’t an industry that’s very conducive to exciting content marketing. For one thing, it has a negative reputation, one that sits above only tobacco, the financial sector and airlines. This case study walks through how one company turned to content marketing to boost the reputation of a business in the insurance industry. For marketers charged with helping businesses in “boring” industries with bad reputations, here are some pointers: 1) Generate ideas that reflect the company mission: pause to think about the story behind a brand and what it stands for; 2) Convince the higher-ups: base your case on facts and be ready to answer questions like, “How will we measure success? Who will own the project to make sure we stay on track?”; 3) Focus on applicable, consistent, high-quality and useful content: review content that’s currently being produced to ensure that it measures up to these standards; 4) Track results: analyze visitor data for existing content, look at your search visibility and trace movement in rankings to changes in conversions. (Content Marketing Institute)
