+0
month
campaign
campaign
+0
competitors
scored
scored
+0
key content
pieces created
pieces created
+0K
words written
Cornerstone Content
+ 30 articles delivered
+ 29,000 words written
+ 29,000 words written
Long and short-form thought leadership content designed to educate and engage readers and reinforce Gallagher’s brand proposition. Topics, keyword selection and approach designed to target content gaps identified in a prior audit.
Identifying
Opportunity
Opportunity
A thorough audit of competitors’ digital profiles showed Gallagher where they had content gaps and provided insight to inform an effective framework for the creation of cornerstone content.
Challenge
Gallagher sought to understand the trends and output of content marketing in the insurance industry. Doing so would help them develop a best practice for content in order to capture a larger market share.
Solution
rigo conducted a review of content across the insurance industry. We delivered a competitive analysis and marketing intelligence report based on industry trends. In this review, we analysed and evaluated the content marketing output and SEO performance of five of Gallagher’s key competitors.
Research
rigo levelled up Gallagher’s understanding of content marketing norms in the insurance sector, identifying strengths and weaknesses across the industry. This allowed us to identify a number of flagship content pieces that Gallagher would benefit from adding to their website.
Result
Research included exploration of search engine traffic and competitor funnels. This provided Gallagher with a snapshot of the latest industry trends and oversight of why certain content pieces performed well. A custom ranking system ensured analysis remained subjective in terms of style and formatting, but objective in terms of commercial impact.
Alex Turner
Senior Copywriter,
Rigo
Senior Copywriter,
Rigo
“Working on the Gallagher account has been a reminder of why we place so much importance on research and data intelligence.
As a team we took the initial learnings and put them to work to create thought-provoking content that reaffirms Gallagher’s position as a heavyweight in the insurance sector to newcomers and existing customers alike.”
As a team we took the initial learnings and put them to work to create thought-provoking content that reaffirms Gallagher’s position as a heavyweight in the insurance sector to newcomers and existing customers alike.”