get the right coverage: content marketing for the insurance industry
Post on 18-Oct-2014
422 views
DESCRIPTION
Learn about content, aligning your content with business objectives and user tasks, the difference between content strategy and content marketing and how to use neuroscience to create inspiration marketing.TRANSCRIPT
![Page 1: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/1.jpg)
Get the Right Coverage: Your Guide to Content Marketing for
Insurance
Ahava LeibtagPresident
Aha Media Group
![Page 2: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/2.jpg)
@ahaval #IMCA2014 2
@ahavaL #IMCA2014
![Page 3: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/3.jpg)
@ahaval #IMCA2014 3
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
![Page 4: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/4.jpg)
@ahaval #IMCA2014 4
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)
![Page 5: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/5.jpg)
@ahaval #IMCA2014 5
Impossible?The average American is bombarded by 5,000 messages a day.
--The New York Times (1988)
![Page 6: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/6.jpg)
@ahaval #IMCA2014 6
To build an audience of 50 million
58 years
![Page 7: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/7.jpg)
@ahaval #IMCA2014 7
To build an audience of 50 million
58 years
14 years
![Page 8: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/8.jpg)
@ahaval #IMCA2014 8
To build an audience of 50 million
58 years
14 years
4 years
![Page 9: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/9.jpg)
@ahaval #IMCA2014 9
To build an audience of 50 million
58 years
14 years
4 years
3.6 years
![Page 10: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/10.jpg)
@ahaval #IMCA2014 10
To build an audience of 50 million
58 years
14 years
4 years
3.6 years
80
Source: ComScore
![Page 11: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/11.jpg)
@ahaval #IMCA2014 11
![Page 12: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/12.jpg)
@ahaval #IMCA2014 12
How does a modern marketer
cope?
![Page 13: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/13.jpg)
@ahaval #IMCA2014 13
Modern Marketing Challenges
• Ads don’t have the same power (esp. in digital)
• Reduced attention• Lack of brand loyalty• Social sharing
![Page 14: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/14.jpg)
@ahaval #IMCA2014 14
![Page 15: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/15.jpg)
@ahaval #IMCA2014 15
PRITUX
Executive LeadershipMarketing
Customer RelationsVisual
Design
Sales
![Page 16: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/16.jpg)
@ahaval #IMCA2014 16
Podcasts
Databases
InfographicsImages Videos
Slide Shows
Whitepapers
WebsitesApps
Blogs
Email Marketing
![Page 17: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/17.jpg)
@ahaval #IMCA2014 17
![Page 18: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/18.jpg)
@ahaval #IMCA2014 18
![Page 19: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/19.jpg)
@ahaval #IMCA2014 19
![Page 20: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/20.jpg)
@ahaval #IMCA2014 20
Today• What is content?• What is content strategy?• What is content marketing?• What is inspiration marketing?
![Page 21: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/21.jpg)
@ahaval #IMCA2014 21
WHAT IS CONTENT?
![Page 22: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/22.jpg)
@ahaval #IMCA2014 22
Content is a conversation.
![Page 23: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/23.jpg)
@ahaval #IMCA2014 23
TO WHOM ARE WE TALKING?
![Page 24: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/24.jpg)
@ahaval #IMCA2014 24
WHO ARE WE?
![Page 25: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/25.jpg)
@ahaval #IMCA2014 25
CONTENT REVEALS TO THE WORLD WHO WE
ARE.
![Page 26: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/26.jpg)
@ahaval #IMCA2014 26
CONTENT IS THE CONVERSATION THAT
FUELS THE SALES PROCESS.
![Page 27: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/27.jpg)
@ahaval #IMCA2014 27
Email Addresses/Contacts
Engaged
Prospect & Recycled
Lead
Sales Lead
OpportunityCustomer
• 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
![Page 28: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/28.jpg)
@ahaval #IMCA2014 28
WHAT IS CONTENT STRATEGY?
![Page 29: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/29.jpg)
@ahaval #IMCA2014 29
![Page 30: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/30.jpg)
@ahaval #IMCA2014 30
![Page 31: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/31.jpg)
@ahaval #IMCA2014 31
![Page 32: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/32.jpg)
@ahaval #IMCA2014 32
![Page 33: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/33.jpg)
@ahaval #IMCA2014 33
![Page 34: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/34.jpg)
34
Content Strategy:• Align with business objectives• Support users in accomplishing tasks
@ahaval #IMCA2014
![Page 35: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/35.jpg)
@ahaval #IMCA2014 35
Business Goals
User Tasks
![Page 36: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/36.jpg)
@ahaval #IMCA2014 36
Business Goals
User Tasks
![Page 37: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/37.jpg)
@ahaval #IMCA2014 37
Business Goals
User Tasks
![Page 38: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/38.jpg)
@ahaval #IMCA2014 38
Business Goals
User Tasks
The Sweet Spot
![Page 39: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/39.jpg)
@ahaval #IMCA2014 39
How can we control this conversation?
![Page 40: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/40.jpg)
@ahaval #IMCA2014 40
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?
![Page 41: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/41.jpg)
@ahaval #IMCA2014 41
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
![Page 42: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/42.jpg)
@ahaval #IMCA2014 42
![Page 43: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/43.jpg)
@ahaval #IMCA2014 43
![Page 44: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/44.jpg)
@ahaval #IMCA2014 44
![Page 45: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/45.jpg)
@ahaval #IMCA2014 45
![Page 46: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/46.jpg)
@ahaval #IMCA2014 46
![Page 47: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/47.jpg)
@ahaval #IMCA2014 47
![Page 48: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/48.jpg)
@ahaval #IMCA2014 48
![Page 49: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/49.jpg)
@ahaval #IMCA2014 49
![Page 50: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/50.jpg)
@ahaval #IMCA2014 50
Identity PillarsCurrent Identity Pillars Future Identity Pillars
![Page 51: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/51.jpg)
@ahaval #IMCA2014 51
![Page 52: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/52.jpg)
@ahaval #IMCA2014 52
Identity PillarsCurrent Identity Pillars Future Identity Pillars
CHEAP
![Page 53: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/53.jpg)
@ahaval #IMCA2014 53
Identity PillarsCurrent Identity Pillars Future Identity Pillars
CHEAP AFFORDABLE
![Page 54: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/54.jpg)
@ahaval #IMCA2014 54
Messaging ArchitectureCurrent Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP
![Page 55: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/55.jpg)
@ahaval #IMCA2014 55
Messaging ArchitectureCurrent Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP AFFORDABLE
![Page 56: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/56.jpg)
@ahaval #IMCA2014 56
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.
![Page 57: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/57.jpg)
@ahaval #IMCA2014 57
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
![Page 58: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/58.jpg)
@ahaval #IMCA2014 58
VoiceWe are:
sophisticated innovative academicfriendly fun important smart innovativefunny hipster sarcastic sympatheticempathetic awesome helpful convenient
![Page 59: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/59.jpg)
@ahaval #IMCA2014 59
VoiceWe are:
sophisticated innovative academicfriendly fun important smart innovativefunny hipster sarcastic sympatheticempathetic awesome helpful convenient
![Page 60: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/60.jpg)
@ahaval #IMCA2014 60
VoiceWe are:
sophisticated innovative academicfriendly fun important smart innovativefunny hipster sarcastic sympatheticempathetic awesome helpful convenient
![Page 61: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/61.jpg)
@ahaval #IMCA2014 61
VoiceWe are:
sophisticated innovative academicfriendly fun important smart innovativefunny hipster sarcastic sympatheticempathetic awesome helpful convenient
![Page 62: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/62.jpg)
@ahaval #IMCA2014 62
![Page 63: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/63.jpg)
@ahaval #IMCA2014 63
![Page 64: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/64.jpg)
@ahaval #IMCA2014 64
![Page 65: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/65.jpg)
@ahaval #IMCA2014 65
Content strategy also:• Internally who is responsible for all the
different phases of content?• Plan• Create• Publish• Distribute• Analyze or Measure• Govern
![Page 66: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/66.jpg)
@ahaval #IMCA2014 66
WHAT IS CONTENT MARKETING?
![Page 67: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/67.jpg)
@ahaval #IMCA2014 67
Modern Marketing Challenges
• Ads don’t have the same power (esp. in digital)
• Reduced attention• Lack of brand loyalty• Social sharing
![Page 68: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/68.jpg)
@ahaval #IMCA2014 68
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
![Page 69: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/69.jpg)
@ahaval #IMCA2014 69
#1: Attract
![Page 70: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/70.jpg)
@ahaval #IMCA2014 70
#1: Attract
![Page 71: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/71.jpg)
@ahaval #IMCA2014 71
#2: Acquire
![Page 72: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/72.jpg)
@ahaval #IMCA2014 72
#3: Engage or Connect
![Page 73: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/73.jpg)
@ahaval #IMCA2014 73
#3: Engage or Connect
![Page 74: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/74.jpg)
@ahaval #IMCA2014 74
#3: Engage or Connect
![Page 75: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/75.jpg)
@ahaval #IMCA2014 75
#4: Drive Profitable Action
![Page 76: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/76.jpg)
@ahaval #IMCA2014 76
Content marketing allows you to sustain the conversation.
![Page 77: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/77.jpg)
@ahaval #IMCA2014 77
![Page 78: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/78.jpg)
@ahaval #IMCA2014 78
![Page 79: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/79.jpg)
@ahaval #IMCA2014 79
People buy what they trust.
![Page 80: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/80.jpg)
@ahaval #IMCA2014 80
People buy what they trust.When they believe.
![Page 81: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/81.jpg)
@ahaval #IMCA2014 81
![Page 82: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/82.jpg)
@ahaval #IMCA2014 82
![Page 83: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/83.jpg)
@ahaval #IMCA2014 83
![Page 84: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/84.jpg)
@ahaval #IMCA2014 84
![Page 85: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/85.jpg)
@ahaval #IMCA2014 85
![Page 86: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/86.jpg)
@ahaval #IMCA2014 86
![Page 87: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/87.jpg)
@ahaval #IMCA2014 87
![Page 88: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/88.jpg)
@ahaval #IMCA2014 88
Business Goals
User Tasks
![Page 89: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/89.jpg)
@ahaval #IMCA2014 89
Business Goals
Passionate Solutions
User Tasks
![Page 90: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/90.jpg)
@ahaval #IMCA2014 90
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.”
![Page 91: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/91.jpg)
@ahaval #IMCA2014 91
![Page 92: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/92.jpg)
@ahaval #IMCA2014 92
![Page 93: Get the Right Coverage: Content Marketing for the Insurance Industry](https://reader033.vdocuments.mx/reader033/viewer/2022061108/544322dbb1af9f350a8b489a/html5/thumbnails/93.jpg)
@ahaval #IMCA2014 93
Questions?Ahava LeibtagAha Media Group, [email protected]
@ahavaL @ ahavaleibtag
THANK YOU!