Increase in Finish Quote Completions
Increase in Pageviews
Increase in Average Session Duration
Our client is one of the oldest Fortune 500 life insurance companies in the United States. In 2015, they become a national provider of direct-to-consumer individual dental insurance plans.
The client’s dynamic blogs were being written without consideration of audience personas to guide messaging and content intent.
The client approached us with targeted audience personas for their individual dental insurance product to integrate into our dynamic content strategy.
Using a data-driven approach, we were able to discover important demographic and behavior information from past users.
Our persona insights were informed by client interviews, existing email lists, Google Analytics, Facebook lead gen campaigns, customer surveys, and industry research.
Through this data, we humanized our client’s audience segments to effectively anticipate each persona’s values, needs, buying challenges, and to know how to speak to them effectively with each blog.
From March of 2017-March of 2018, we saw increases in the following important content metrics: