Content the Key to Keeping Clients Happy
A recent Accenture survey highlighted the importance of educating purchasers of financial services products. According to the global survey, two thirds of customers were dissatisfied with their life insurers. What’s more, nearly half said they’d switch companies if it made financial sense to do so.
As if that weren’t bad enough, the global survey of 2,500 [...]
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 [...]
