Putting Editorial Content at the Heart of B2B Marketing

Posted on by Beth Negus Viveiros

travelers-insuranceTravelers uses three distinct types of marketing content to engage business insurance prospects.

“We have to earn people’s attention, advocacy and trust,” John H. Bell, vice president, enterprise digital marketing, Travelers, speaking at BMA15 in Chicago recently. “People come into their buying journey from many different points and they’re always evaluating the choices they are making—sometimes they don’t even know insurance is the solution to some of their problems.”

To be relevant to buyers no matter where they are on their path, Travelers has three buckets of content:

  • Utility and thought leadership, to help business laders manage risk in their business to drive their goals
  • Product & service, to help people in the evaluation and purchase phases
  • Brand character, to help people understand who they are doing biz with

Weekly editorial meetings help shape the content, as does a content calendar and regular content performance reviews, said Bell, noting that the calendar helps the brand drive people to specific content, using cultural triggers like Cyber Awareness Month to help plan the schedule. “We want to see where conversations should be focused.”

As Travelers sells through independent agents and brokers, they don’t necessarily own the last point of the sale. Social insights and search intent are used to see what areas are potentially important to help drive insurance prospects to agents. The brand recently launched the Business Risk Index 2015, to help educate businesses about cyber security.

This opportunity was spurred by search requests around hacking and network security, he said, noting that cyber attack-related keywords have low competition.

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