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Direct Line Insurance

Content Strategy

At a glance

  • Conducted an audit their existing content and found there wasn’t enough content around business van ownership which would be of interest to a particular target audience (business van and ute owners).
  • Created a series of how-to helpful resources for their website about van ownership, saving money on business vehicle insurance and common challenges for tradespeople.
  • Worked with client to create a suite of FAQs which answered the commonly asked questions via social media and customer service inquiries.
  • Worked on a content marketing strategy which encompassed blogging on 3rd party sites about van ownership and insurance.
  • Worked with freelance content writers, third party blogger sites, designers to pitch out and manage the creation of infographics and blog posts.

Background

Direct Line Insurance were a client of a digital agency where I worked. I worked directly with them as their account manager and also acted as their content strategist for a sub-brand of van insurance. I helped their corporate team with articulating the right messaging and the right content that would be relevant for their customer personas, the people who would be interested in buying their van insurance.

Through customer research, we gleaned that the types of customers interested in Van insurance were

  1. busy, self-employed tradesmen who are time-poor and also wanting tips on how to save money in their business.
  2. Owners of small businesses with a fleet of several vehicles used by sub-contractors.

These people were highly engaged on mobile devices and often listened to radio. They were interested in ways that they could save money and time on their commutes between jobs. They were interested in ways they could save on having insurance for their vans and work vehicles.

Content strategy

I worked with their on-site team to create a content marketing strategy which was strengthened by using a mix of radio and mobile based advertising, as well as content marketing which was delivered via a mobile application.

This mobile app provided personalised money saving tips for van owners and included discount offers for petrol stations across the UK and real-time traffic updates for people out on the road every day.

The mobile app also had a calculator which recommended the right Direct Line insurance policy for the individual according to their van’s payload, location and budget.

An RSS feed with relevant content from the mobile optimised website ensured that people were able to access personally relevant money and time saving tips, according to their interest.

I helped to develop an editorial tone of voice which suited the audience – van owners. I helped Direct Line to coordinate the kind of content they needed for both the mobile app and the online blogs. I managed two content writers to complete the copy according to their needs.

Results

The mobile app received over 4,000 downloads while it was active. There was two updates to the app and it was rolled out on Android and iOS. Direct Line considered the van insurance mobile app as successful  because it contributed to the early-to-middle sales funnel (the brand awareness and evaluation  phases).The mobile app positioned their nascent van insurance brand within a place of high authority with their target audience. The mobile app allowed Direct Line to capture and qualify thousands of new sales leads through that platform. The mobile friendly blog and personalised RSS feeds which fed into the blog was used primarily to create thought leadership and to foster trust with potential customers by providing them with the information that they need, to help them become better or more efficient in their work – information about taxation, sub-contracting, real-time traffic updates, discounts on petrol and other incentives which are highly important to them.

My Van is My Home Infographic

Van Insurance – Online Knowledge Centre

https://www.directlineforbusiness.co.uk/van-insurance/knowledge-centre

https://www.directlineforbusiness.co.uk/van-insurance

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