About the client
The client is one of the largest insurers in Singapore. Its purpose is to help people live a better life. Beyond insurance, it wants to become a customer-centric brand that offers tailored services and solutions to every client. Through content marketing, it aims to give value to existing clients and to reach new customers.
The challenge
Insurance in Singapore is competitive. To stand out, a company needs strong products and pricing, but also real added value for customers. The client wanted to be a thought leader, with informative, educational content that people could find in search. If customers cannot find that content, it does not do its job.
Its objectives were to:
- educate existing and potential customers about its products;
- give existing customers value-added content;
- reach potential customers with relevant content;
- promote individual insurance products to employees of corporate clients;
- upsell and cross-sell.
What we did
We ran SEO and content as one programme.
SEO
- Keyword research. We researched the questions and terms people use and built them into the site’s content.
- On-page and off-page SEO. We worked on the website itself and on signals from outside it, together.
- Content optimisation. Existing content was refined to match what searchers want, so that people could reach specific products through the knowledge queries they already typed in.
Content programme
The content programme covered three formats: short articles, long and illustrated articles, and infographics. The agreed scope was 50 pieces in the first year, at around four a month. Subjects ran from wellness to personal development, so the content served people at different stages of life, not just those shopping for a policy.
- Segmented audiences. Content was targeted to audience segments and distributed on the client’s website, on social media and in email campaigns.
- Planning. Industry research and a content calendar matched the client’s marketing objectives.
- Review. We reported regularly and adjusted the plan based on what the data showed.
Results
In the 12-month review, compared with the year before:
- organic sessions rose 17% year on year, to 810K;
- 37 of 55 target keywords ranked in the top 10;
- blog page views rose 41.7% year on year (April 2021 to March 2022).
The blog figure is site-wide and sits alongside the SEO and technical work, so it is not credited to content alone.
Results in context
| Metric | Result | Period |
|---|---|---|
| Organic sessions | +17% year on year, to 810K | 12-month review, compared with the year before |
| Target keywords in the top 10 | 37 of 55 | End of the review period |
| Blog page views | +41.7% year on year | April 2021 to March 2022 |
The review compares the 12 months from April 2021 to March 2022 with the 12 months before them. Organic sessions measure visits that arrived from search. The keyword figure shows how many of the 55 terms we targeted had reached the top 10 of Google by the end of the review.
In insurance, people research before they buy, so being found for the questions they ask is the point of the programme. The blog figure is site-wide and sits alongside the SEO and technical work, so it is not credited to content alone. The 50-piece content scope is what was agreed for the first year, not a count of pieces delivered.
Key takeaways
- In insurance, people research before they buy. Content that answers their questions earns the visibility.
- SEO and content work best as one programme, not two.
- Mix formats: short pieces for reach, long pieces for depth, infographics for sharing.
- Tie content to commercial goals, such as cross-selling, from the start.
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