Under the Hood: Deconstructing Content Marketing the Travelers Way

Travelers publishes hundreds of articles, videos and visuals to engage consumers and business leaders at different points along their buyer journey. This fuel for integrated marketing programs attracts customers before they are even ready to shop for insurance. This session will cover building belief in data-driven content, integrating an editorial team inside marketing, and how we pulled it all together inside the Travelers Engagement Center – a new approach to digital marketing.

Participants will take away the following:

  • How to structure an enterprise content-meets-marketing team
  • How to build a daily discipline of analyzing data and learning from customers
  • How to go beyond insurance but not the brand to be of-use and relevant to customers
  • And how to sell in new ideas within a conservative industry

Process & Workflow Intermediate B2C Marketing
Location: Hope Ballroom D (Hilton Level 3) Date: September 6, 2017 Time: 11:20 am - 12:05 pm John Bell