Content Marketing Case Study | Health Insurance
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a case study How Do You Create Thought Leadership?
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This case study details how we utilized branding and content marketing to create athought leadership platform for Corporate Synergies, a healthcare benefits consulting firm.
Transcript of Content Marketing Case Study | Health Insurance
a case study
How Do You Create Thought Leadership?
The healthcare
benefits consulting
industry is a crowded,
me-too space.
Virtually every firm sells on price,
and there are a fair amount of
smoke and mirrors involved. Most
marketing communication is
transactional and fails to resonate
with the audience.
But that is not the case at Corporate
Synergies, thanks to a robust
commitment to content marketing.
We launched our
engagement with
Corporate Synergies
with an intense brand
discovery process – our
Messaging Boot Camp.
We identified what made Corporate Synergies unique.
their deeper understanding of
health insurance and how employees
use their benefits.
This concept became
the heart of the
Corporate Synergies
brand.
We demonstrated that deeper
understanding by defining the
Corporate Synergies’ Editorial
Promise.
The Corporate Synergies’ EDITORIAL PROMISE
is
to create audience-focused “news you
can use” through insight, analysis and
how-to style content – for HR
professionals.
The challenge for most organizations is
to create a steady stream of high quality
content in order to fulfill that editorial
promise.
Scribewise is the
content creation
engine responsible
for the day-in day-out
work of content
execution.
It’s our job to:
• identify story ideas• research and report on these angles• interview Corporate Synergies’ SMEs • ghostwrite articles
It’s working.
“We went from zero
to 150 mph.”- Ellen Hosafros
Sr. Marketing Comm. Manager
SUCCESS
METRICS
• 37% increase in traffic
• 21% of website traffic is on the
corpsyn.com Knowledge Center
• 36% of traffic is return traffic
• 3000 form submissions in Year
One, with 23% conversion rate
The Knowledge
Center is now a
respected
information source
across the industry,
even credited as
source material by
Business Insurance
magazine.
Our media relations team has successfully
placed dozens of Scribewise-generated articles
with high-profile industry media outlets.
More than
4.1 Million
Circulation!!
