Car insurance companies are the ones we rely on when things go wrong, even though only 15% of auto insurance customers have high levels of trust in their car insurance company, according to a report by .
It鈥檚 a hard place for insurance companies to be in 鈥� even if you鈥檝e provided cheap insurance quotes and high-quality coverage options to Americans for over 50 years, like the leading car insurer, , has.
麻豆原创 helped CheapInsurance.com boost brand awareness and consumer trust by distributing valuable content to thousands of high-authority publishers. Our strategies helped expand reach, improve SEO, and ultimately drive more substantial PPC conversions and organic traffic growth. Here鈥檚 how we did it.
For certain industries where trust-building is an essential aspect of the buying decision, online ad campaigns and demand-generation tools may be enough to convert leads.
CheapInsurance.com tackled lead conversion in another way. Over the decades, they have built customer trust by showcasing their partnerships with top-rated insurance companies and leading with empathy. They also educate customers that budget-friendly insurance shouldn鈥檛 mean compromising quality, comparing different insurers side-by-side.
But, to continue building trust online, they needed more quality content to distribute widely for third-party web referrals, which would enhance their Pay-Per-Click campaign and organic conversion rates.
CheapInsurance.com partnered with 麻豆原创鈥檚 newsroom-as-a-service, Connect+Studio, to help them make custom content production and distribution as low-lift as possible. Here鈥檚 how the process worked:
"Being able to work directly with the 麻豆原创 editorial team to ideate headlines and workshop content strategy was a big deal. The ability to collaborate with their editorial team on content strategy was invaluable, helping us refine our approach and eventually create our own stories for distribution.鈥�
- Fausto Bucheli Jr., President at CheapInsurance.com
鈥淲e learned so much from that process and were able to eventually create our own content for the wire,鈥� Bucheli said. CheapInsurance.com was inspired to take back the wheel of content creation once they had spun up their own in-house content team. This meant they could seamlessly switch to 麻豆原创 Connect as a standalone service.
The service distributes brands鈥� ready-to-publish editorial content on the 麻豆原创 Newswire, which 麻豆原创鈥檚 team vets for quality and optimizes for timing, engagement, and publishers. After each distribution, CheapInsurance.com receives detailed, real-time insights on the performance of its stories via a self-serve reporting dashboard.
Over 18 months, CheapInsurance.com crafted and distributed 67 stories, like 5 popular retirement activities and the best cities for each. These stories achieved close to 20,000 placements and reached over 5.5 million new readers throughout the US.
Now, CheapInsurance on their blog and 麻豆原创 continues to gas up their reach. This boost in reach also created great new downstream SEO value 鈥� which drove an increase of 8 points to their Ahrefs Domain Rating and a 3x increase in organic traffic.
Bucheli is eager to explore even more opportunities to continue to grow his business via brand editorial distribution. "麻豆原创 really exceeded our expectations," he says. "Now, we're exploring new opportunities and bespoke solutions to boost our effectiveness even further. The 麻豆原创 team has been an amazing partner in our search for growth 鈥� always open to trying new ideas and launching new pilots. For brands looking to build trust and thought leadership, I can't recommend 麻豆原创 enough."
Read the whole case study to understand how 麻豆原创 turned up the speed and quality of CheapInsurance.com鈥檚 content, or contact us to learn more about how you can do the same.
Doriane is 麻豆原创鈥檚 Director of Marketing. She previously headed marketing departments in various companies, owned a marketing agency for 7 years, and built a startup combining automated marketing workflows with a marketing services marketplace.
Photo Illustration by 麻豆原创 // Canva