Listening To Create Relevant Content
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Rod Brooks discusses effective strategies for content marketing in the insurance industry, emphasizing the importance of customer-centric values and community engagement. Key challenges include the industry's highly regulated nature and consumers' perception of insurance as a commodity. Penned as a 'challenger brand,' Pemco aims to connect with local values and foster advocacy through engaging, relevant content while actively listening to customer feedback.
Listening To Create Relevant Content
- 2. Rod Brooks PEMCO Insurance: V.P. and CMO WOMMA: Chairman – 2011 ----------- Follow Rod on Twitter: @NW_Mktg_Guy source | Nielsen study (August 2010)
- 3. Key takeaway Actively monitoring industry trends and consumer conversations can lead to • Integrity content marketing • Responsibility • Courage success.
- 4. Know what’s important! • Customer centric • Relationship led • Values based • Challenger brand • Hyper-local • Integrity • Responsibility • Courage
- 5. Challenges: Both old and new 1 Industry • Highly regulated industry • Product perceived as a commodity • Insurance is an unsought product 2 Environment • Integrity • Responsibility • Industry ad spending at astronomically • Courage high levels • Heavy influence by peers, friends, and strangers online • New & unfamiliar channels sustain brand conversations
- 6. Dream big! • Integrity • Responsibility • Courage
- 7. Dream big! • Integrity • Responsibility • Courage BIG HAIRY AUDACIOUS GOAL
- 8. Our Vision • Integrity PEMCO is the Northwest insurance company • Responsibility that “gets it.” An organization that’s great to do • Courage business with, one that shares the values of those who live here, one that’s genuinely likeable. It’s the first choice of responsible people.
- 9. Social mantra “PEMCO’s success depends on the positive opinion of people like me. They listen, participate, • Integrity • Responsibility encourage and • Courage enable me to share with others.”
- 10. Cogs of “content excellence” Informative Interesting Positive Entertaining Thought Engaged Listen Listen Listen • Integrity • Responsibility Motivating Timely • Courage Language Relevant
- 11. The content continuum Selfless+ Inspiring + Compassionate = HUMAN • Integrity • Responsibility • Courage
- 12. Know what’s important! Challenger Brand • Integrity • Responsibility • Courage
- 13. decisions every company and marketer can • Integrity (and should) make! • Responsibility • Courage
- 14. 1. Decide to listen 2. Decide to be affected 3. Decide to respond • Integrity • Responsibility 4. Decide to be engaged • Courage
- 15. Listen to your customers
- 16. Provide a platform for feedback
- 17. Be constantly curious • Integrity • Responsibility • Courage
- 18. LOVE THE LOCAL GUY! Hometown Heros Local Trumps Large Personal Trumps Price
- 19. Engage your audience “Show me that you know me in ways that others don’t”
- 21. Mountains to Sound Greenway Trust • Integrity • Responsibility • Courage Social Engagement
- 22. Pictures tell stories • Integrity • Responsibility • Courage
- 23. • Integrity • Responsibility • Courage
- 24. • Integrity • Responsibility • Courage
- 25. • Integrity • Responsibility • Courage
- 26. But Is It Working? Optimize PEMCO’s home court “If you see advantage by someone without a connecting with smile, give Northwest values them yours!” • Integrity • Responsibility - Stanley O. McNaughton • Courage Former PEMCO C.E.O.
- 27. Active listening • Online social engagement • Offline interaction face-to-face • Integrity • Shared pulse as • Responsibility • Courage Northwest residents
- 28. PEMCO NW Insurance Poll • Independent survey each quarter • Integrity • Relevant consumer-education topics • Responsibility • Courage • Behavior and attitude trends over time • Exclusively Northwest design & delivery
- 29. Relevant trends & insights • Interpret data • Develop content • Conduct outreach • Position PEMCO • Integrity • Responsibility • Engage conversation • Courage
- 30. Package content for broad use • Traditional media • Online properties • Paid advertising • Offline correspondence • Integrity • Responsibility • Courage
- 31. “Keep right except to pass” • Listen to resident Example: Left Lane conversations Camping • Create a NW Profile • Develop content • Integrity • Outreach campaign • Responsibility • Courage nets positive coverage
- 32. PEMCO NW Insurance Poll • Integrity • Responsibility • Courage
- 33. Multimedia outcome Results: • Integrity • Responsibility • Courage
- 34. Awareness To Advocacy Fuel the Advocacy Engine with timely and relevant content and conversations.
- 35. Remember the basics… Know your talkers… Give them something to talk about… • Integrity • Responsibility • Courage Make it easy to share.
- 36. And remember… • Integrity • Responsibility • Courage
- 37. Thank You – Let’s Connect Twitter: @NW_Mktg_Guy Facebook: Northwest Marketing Guy Linked In: • Integrity • Responsibility Rod Brooks • Courage Blog: www.rodbrooks.com
Editor's Notes
- #20: We love the local guy.When all things are equal… and often even when price is a bit higher…- Local trumps Large- Personal trumps price.