Before you start reading this post, answer three questions.
- Are you literate? You are reading this post so this question is irrelevant.
- Next question is; are you financially literate? Maybe
- Are you health literate? Well, may not.
Financial Literacy and Health Literacy are the big challenges in India.
For an average Indian, financial literacy is yet to become a priority. India is home to 17.5% of the world’s population but nearly 76% of its adult population does not understand even the basic financial concepts. (1)
Content Marketing is emerging as a prominent and trustworthy way of marketing the world over.
Less than 10% of Indians exercise, most Indians are not aware of the health impact of food they eat, hygiene and cleanliness for good health is a challenge.
India is the capital of Heart Disease, India is the capital of Diabetes, 60 million suffer from Diabetes, India soon to be the capital of Hypertension, Diahhrea, Pulmonary disease, TB all are among the top 10 cause of deaths in India.
This indicates not only rural Indian but even Urban Indians are suffering from health illiteracy.
The new RBI Kehta Hai campaign is by the regulator for overall alertness about the financial literacy. But private companies too can initiate a similar campaign and reap the benefits.
If an insurance company connects the two, there is a potential for enormous synergy and win-win for a company who can connect the dot.
Health & Life Insurance companies are the best-suited companies to achieve the dual purpose –
- Creating educative, valuable content to spread financial and health literacy on one and,
- Creating awareness about their brand, products and in the process influencing the top as well as the bottom line.
There will be fewer claims if the policyholder is health literate. There will be more buying of life insurance and retirement products if the investors are financially literate.
Rather than focusing their messages on selling their products insurance companies can focus on health and financial literacy to deepen and broaden the market.
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27% of all traffic going to the site comes through the learning center
51% of all traffic that converts interacts with the content in the learning center
“Content Marketing provides 4x the ROI of our traditional marketing spend.” ~ Julie Fleischer, VP Marketing, Neustar
Here is a list of companies doing good work in the space of content-driven marketing.
This is a property and casualty insurance company. This tech-driven insurance company has understood the relevance of content marketing.
They are creating posts not only about the insurance and insurance products but also what is valuable and relevant to their target audience.
The following post is not about insurance but could be valuable to the target audience.
The following posts indicate they are using content marketing to attract talent and to demonstrate their purpose-driven way of doing business.
There are many companies skeptical about the power of content marketing. There are many companies who believe content marketing about the content for marketing. Here is a company who leads the content marketing game with the right approach and spirit.
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“What helps people, helps business.” ~ Leo Burnett
This insurance company is creating content for people to help fulfill their dreams. Dremfearlessly is the dedicated blog to create content on the purpose they propagate.
Their blog page title reads like:
SUPPORTING DREAMS ACROSS AMERICA
What an insurance company has got to do with dreams of the people?
Here you will find various posts and videos about fulfilling your dreams. This is an insurance company using purpose-driven content marketing.
“Content Marketing is a commitment, not a campaign.” ~ Jon Buscall, Head of Moondog Marketing
This is another company using content marketing aggressively. This health insurance company generates content about health advice, true stories, expert insight and much more.
Their blog is valuable for readers. This is about what the target audience really cares for and interested in.
None of the company is taking only about their products. In fact, they rarely talk about their products. They are committed to helping their target audience with some good quality content which they can use.
“Content marketing is really like a first date. If all you do is talk about yourself, there won’t be a second date.” ~ David Beebe, former head of content, Marriott
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Purpose Driven Economy, massive Financial and Health Illiteracy, Benefits of content marketing, all these are the indication of what an early mover content driven insurance company can achieve.
“We need to stop interrupting what people are interested in and be what people are interested in.” ~ Craig Davis, former Chief Creative Officer at J. Walter Thompson.
A company which creates purpose driven, target audience focused content wins the marketing game.
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