Always On Digital Advice Editorial Strategy
For 2020, TD wanted to extend distribution of their insurance content and develop a digital channel agnostic always-on content strategy to build consideration of TD Insurance products and deepen relationships with existing customers.
- 83% of Canadian insurance customers believe there is no difference in the products offered by insurance companies (Google summit, June 2019)
- Insurance companies see an 8% decrease in trust when compared to banks in North America (65% vs 73%). (Proof Inc., CanTrust Index Report, 2019)
- In a global survey, 44% of respondents noted that they hadn’t heard from their Insurance provider in 18 months. (EY Global Customer Insurance Survey, 2014)
Canadians believe insurance companies don’t talk to them.
WHAT I DID
- Content Audit
- Competitive Analysis
- Demographic research
- Sentiment Analysis
- Audience Insights
- Editorial Calendar – Q1, Q2, Q3, Q4
- Creative Briefs
We created an editorial approach that allowed us to produce engaging and relevant content through the lens of the consumer. By focusing on the themes (or stories) that consumers value, we created personalized content that speaks to our audience’s needs and values on channels and in formats that are familiar to them. This way, we position ourselves in such a way that suggests ‘TD Insurance has your back’.
150% increase in website traffic between Jan 2019 – Dec 2020. (Semrush)