Pensions, insurance and investments – all important issues but not necessarily that topics that get us jumping up and down with excitement. Despite being one of the oldest providers of these services in Ireland, Irish Life’s approach to marketing was anything but. They knew that heavy subjects like pensions weren’t the easiest sell but understood that with a fresh outlook, good customer insight and the right digital strategy, they could generate mass interest in the life areas that people tend to ignore.
Made to Engage began working with Irish Life in late 2016 to develop a content led digital strategy for their new Health and Wellness Hub. The aim was to build a relationship between Irish Life and an audience of Irish 30-somethings and young families. We knew content was the right method from the outset – by providing something valuable, informative and interesting, we could showcase Irish Life and grow their reputation as an organisation that really does care about people.
When it comes to content marketing, research is fundamental to the whole process. But in creating health and wellness content, it was even more important. Not only is accuracy absolutely crucial, but it’s a crowded space, so we needed to find out exactly what Irish people were interested in and deliver it in a way that made an impact. After focus groups with the Irish Life team and intense digital research into the market, we created a three-month schedule of articles, blogs, infographics, influencer content and videos to post within the self-contained Hub and promote on Irish Life’s social media channels. Initially the topics and formats were varied – having never carried out any content marketing before, it was important to be creative, trial ideas and determine what their audience engaged with most before settling on a longterm strategy.
The content very quickly began generating more engagement than Irish Life could have hoped for, with single articles amassing tens of thousands of organic visits. Within six months, the Health and Wellness Hub had achieved almost 150,000 visits, driven through organic social media marketing and growing search engine traffic. One year on and traffic continues to grow, they’ve reached millions of Irish people on social media and their Facebook audience has grown by 30% - putting Irish Life and their services in front of unlimited potential customers.
The strategy for the project was always phased. Before we could begin directly marketing pensions, insurance and investments to the audience, we wanted to spend time cultivating trust and focusing solely on providing high quality content. Now the attention turns towards driving conversions. Whilst our content specialists continue to provide content and digital strategy for Irish Life, we’re also working towards the implementation of Conversion Rate Optimisation within the Hub, Remarketing and Marketing Automation to turns those millions of fans into millions of customers.