content marketing case study | health insurance
DESCRIPTION
This case study details how we utilized branding and content marketing to create athought leadership platform for Corporate Synergies, a healthcare benefits consulting firm.TRANSCRIPT
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a case study
How Do You Create Thought Leadership?
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The healthcare
benefits consulting
industry is a crowded,
me-too space.
Virtually every firm sells on price,
and there are a fair amount of
smoke and mirrors involved. Most
marketing communication is
transactional and fails to resonate
with the audience.
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But that is not the case at Corporate
Synergies, thanks to a robust
commitment to content marketing.
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We launched our
engagement with
Corporate Synergies
with an intense brand
discovery process – our
Messaging Boot Camp.
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We identified what made Corporate Synergies unique.
their deeper understanding of
health insurance and how employees
use their benefits.
This concept became
the heart of the
Corporate Synergies
brand.
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We demonstrated that deeper
understanding by defining the
Corporate Synergies’ Editorial
Promise.
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The Corporate Synergies’ EDITORIAL PROMISE
is
to create audience-focused “news you
can use” through insight, analysis and
how-to style content – for HR
professionals.
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The challenge for most organizations is
to create a steady stream of high quality
content in order to fulfill that editorial
promise.
Scribewise is the
content creation
engine responsible
for the day-in day-out
work of content
execution.
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It’s our job to:
• identify story ideas• research and report on these angles• interview Corporate Synergies’ SMEs • ghostwrite articles
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It’s working.
“We went from zero
to 150 mph.”- Ellen Hosafros
Sr. Marketing Comm. Manager
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SUCCESS
METRICS
• 37% increase in traffic
• 21% of website traffic is on the
corpsyn.com Knowledge Center
• 36% of traffic is return traffic
• 3000 form submissions in Year
One, with 23% conversion rate
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The Knowledge
Center is now a
respected
information source
across the industry,
even credited as
source material by
Business Insurance
magazine.
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Our media relations team has successfully
placed dozens of Scribewise-generated articles
with high-profile industry media outlets.
More than
4.1 Million
Circulation!!