Get the Right Coverage: Your Guide to Content Marketing for

Insurance

Ahava LeibtagPresident

Aha Media Group

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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

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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)

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Impossible?The average American is bombarded by 5,000 messages a day.

--The New York Times (1988)

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To build an audience of 50 million

58 years

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To build an audience of 50 million

58 years

14 years

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To build an audience of 50 million

58 years

14 years

4 years

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To build an audience of 50 million

58 years

14 years

4 years

3.6 years

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To build an audience of 50 million

58 years

14 years

4 years

3.6 years

80

Source: ComScore

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How does a modern marketer

cope?

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Modern Marketing Challenges

• Ads don’t have the same power (esp. in digital)

• Reduced attention• Lack of brand loyalty• Social sharing

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PRITUX

Executive LeadershipMarketing

Customer RelationsVisual

Design

Sales

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Podcasts

Databases

InfographicsImages Videos

Slide Shows

Whitepapers

WebsitesApps

Blogs

Email Marketing

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Today• What is content?• What is content strategy?• What is content marketing?• What is inspiration marketing?

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WHAT IS CONTENT?

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Content is a conversation.

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TO WHOM ARE WE TALKING?

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WHO ARE WE?

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CONTENT REVEALS TO THE WORLD WHO WE

ARE.

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CONTENT IS THE CONVERSATION THAT

FUELS THE SALES PROCESS.

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Email Addresses/Contacts

Engaged

Prospect & Recycled

Lead

Sales Lead

Opportunity

Customer

• 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

Marketing

Sales

Nurturing Database

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WHAT IS CONTENT STRATEGY?

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Content Strategy:• Align with business objectives• Support users in accomplishing tasks

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Business Goals

User Tasks

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Business Goals

User Tasks

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Business Goals User Tasks

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Business Goals User Tasks

The Sweet Spot

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How can we control this conversation?

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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?

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External MessagingExternal 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

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Identity PillarsCurrent Identity Pillars Future Identity Pillars

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Identity PillarsCurrent Identity Pillars Future Identity Pillars

CHEAP

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Identity PillarsCurrent Identity Pillars Future Identity Pillars

CHEAP AFFORDABLE

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Messaging ArchitectureCurrent Content Pillars Future Content Pillars % Articulation Statement Messaging

CHEAP

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Messaging ArchitectureCurrent Content Pillars Future Content Pillars % Articulation Statement Messaging

CHEAP AFFORDABLE

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Messaging ArchitectureCurrent Content Pillars Future Content Pillars % Articulation Statement Messaging

CHEAP AFFORDABLEYou can find the products you want, at the price you are looking for.

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Messaging ArchitectureCurrent Content Pillars Future Content Pillars % Articulation Statement Messaging

CHEAP AFFORDABLEYou 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

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VoiceWe are:

sophisticated innovative academicfriendly fun important smart innovativefunny hipster sarcastic sympatheticempathetic awesome helpful convenient

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VoiceWe are:

sophisticated innovative academicfriendly fun important smart innovativefunny hipster sarcastic sympatheticempathetic awesome helpful convenient

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VoiceWe are:

sophisticated innovative academicfriendly fun important smart innovativefunny hipster sarcastic sympatheticempathetic awesome helpful convenient

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VoiceWe are:

sophisticated innovative academicfriendly fun important smart innovativefunny hipster sarcastic sympatheticempathetic awesome helpful convenient

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Content strategy also:• Internally who is responsible for all the

different phases of content?• Plan• Create• Publish• Distribute• Analyze or Measure• Govern

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WHAT IS CONTENT MARKETING?

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Modern Marketing Challenges

• Ads don’t have the same power (esp. in digital)

• Reduced attention• Lack of brand loyalty• Social sharing

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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

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#1: Attract

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#1: Attract

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#2: Acquire

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#3: Engage or Connect

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#3: Engage or Connect

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#3: Engage or Connect

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#4: Drive Profitable Action

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Content marketing allows you to sustain the conversation.

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People buy what they trust.

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People buy what they trust.When they believe.

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Business Goals

User Tasks

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Business Goals

Passionate Solutions

User Tasks

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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.”

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Questions?Ahava LeibtagAha Media Group, LLCahava@ahamediagroup.com

@ahavaL @ ahavaleibtag

THANK YOU!