Life Transitions Case Study: A Time to Sell or Educate?
Since the concept of “content marketing” seems hot these days, here’s a mini case study that illustrates the difference between a content-marketing web approach (educate through content, then sell) and a traditional approach (sell, then educate, maybe).
I zeroed in on what I call life-transition or life-event content. Insurance companies have for many years published information [...]
“Content Marketing” . . . Where Have You Been All My Life?
There’s been a lot of talk lately about “Content Marketing.” So much so that I’ve been wondering whether CM might become just another fad . . . what blogs were before tweets hit the fan.
But I think the CM concept might have wings. That’s because CM rests on some timeless principles:
Potential buyers need information before [...]
New Gorilla Web Site for Preretirees and Retirees
Have you seen Axa Equitable’s new MyRetirementShop.com web site? It’s a content-driven site designed to provide lifestyle-related information and services to retirees and preretirees. I recently checked it out and was struck by a few things.
The breadth of the site is amazing. It ranges from home and family issues, financial matters, and health and [...]
Does your web site have a case of product-itis?
Insurance company web sites seem to have a chronic case of product-itis. By this I mean, they talk a lot about their various products, but often fail to integrate useful information about the financial-planning issues that create the need for those products.
The MassMutual Financial Group web site is a perfect example of this. The six [...]
