We worked with an insurance comparison company that was looking to grow its authority and brand prominence via digital PR and content marketing campaigns. The team was focused first and foremost on link and press acquisition to bolster their other efforts and was not interested in creating content to drive traffic directly to that creative asset (a key distinction).
Problem
The insurance comparison industry is a bloody battle for lead generation. There are countless heavyweights investing tons of resources in marketing, and gaining traction for smaller brands is tough.
Our client came to us with the goal of launching a new digital PR initiative to test the waters and see if digital PR worked for them.
Approach
Given that the client was launching a new campaign series and had no prior experience with digital PR, we wanted to experiment with various content formats, subject matter, and beats.
We launched the campaign with a lightning-fast discovery project and a two-campaign pilot program. We saw outstanding results on the first campaign, and minimal results on the 2nd, which is typical for creative campaigns – being both an art and a science.
We renewed our contract with the client for a 9-month term, covering six additional campaigns. We doubled down on the city ranking formats that typically work well, while also experimenting with survey campaigns and other campaign types.
Results
Across a 12-month period, we launched 8 separate campaigns and landed 59+ links with an average DR of 60.
Standout coverage highlights:
- Marketwatch
- MSN
- USA Today
- Newsweek
- Reader’s Digest
Summary
We enjoyed the challenge of working with this client and getting to know the breadth and depths of the business insurance industry. It’s a whole wide world with a lot of stories to tell and data to process.
Journalists love seeing data-backed stories with a creative angle to support them in their own storytelling. The insurance industry – both business and consumer – touches the lives of literally every person and there’s ongoing confusion in the space with fast-changing economic dynamics and laws.
Reach out if you or a loved one works with an insurance brand and would love to dive deeper into how we might partner.
Appendix: Companies in Insurance Comparison
Zooming out, here’s a brief overview of related companies in the business insurance comparison and general insurance comparison categories.
Business Insurance Comparison
- Insureon
- Simply Business
- NetQuote
- BizInsure
- NerdWallet
General Insurance Comparison
- Insurify
- Nerdwallet
- Policygenius
- MoneyGeek
- WalletHub