Leading insurance group ACE wanted to create an effective dialogue with buyers and influencers around current and emerging issues in risk management and raise the profile of its expert team.
With a growing portfolio of thought leadership, research and marketing materials available across the group, the firm was eager to develop an engaging online channel to drive campaigns and maximise awareness and engagement.
Seeking buy-in from senior stakeholders to increased investment in the developing programme, it was also vital that the numbers stacked up on ROI.
Grist helped ACE to evolve its thought leadership programme from a print magazine and series of white papers into a valuable multi-channel client resource.
An incremental approach enabled the insurer to gauge the success of its content marketing before increasing spend: starting with only five articles in an e-newsletter, which grew into an issue-based microsite and now a portal integrated within the ACE corporate website.
The Insight microsite hosts a stimulating mix of feature articles, research, opinion columns and videos, including repurposed print copy and original digital-only content, which users can navigate by risk area as well as date.
The responsive site is optimised for tablet and smartphone use – allowing its global audience to access the insight wherever and whenever they choose.
Prominent, article-specific calls to action encourage contact with the ACE experts and downloads of related material, providing ACE with a useful measure on the activity.
The SEO-friendly thought leadership content provides an effective ‘pull’ attracting high-quality traffic to ACE through search, social and referrals, while an agile email marketing module allows bespoke messaging to be delivered to a highly targeted audience.
The analytics provide ACE with compelling evidence of the benefits of content marketing, with consistent search and social traffic boosted by high levels of response to the outbound campaigns.
Across the board, 30-50% of article visitors take some kind of action.
Personalised emails have proven particularly strong at increasing conversions. Results include 30% opens, 6.5% click-throughs and an average time on the site of nearly 3 minutes, which significantly outperforms the industry averages.
An Italian language email campaign enjoyed a 47% open rate, while a series of articles and case studies on terrorism and political violence prompted more than 45% of readers to download a sales brochure and/or contact the relevant ACE expert for more information and advice.
“We are able to send campaign-specific emails to targeted groups, with targeted content, whenever we wish. It’s a much more effective way of managing client communications and the analytics are strong.” – Valerie Gagnerot, EMEA marketing manager, ACE
If you’d like to hear more about our experience of best practice content marketing in the insurance sector, or register for the forthcoming guide, please contact Mark Wellings on 020 7434 1447 or firstname.lastname@example.org