With more than 70 years in the financial services market in Colombia and Latin America, Sura has consolidated its position as one of the main players in the sector. However, in recent years, the financial market has become increasingly competitive and disruptive, presenting significant challenges for companies in the sector.
To remain a leader in this context, it is important for the company to continue innovating and differentiating itself from the competition, maintaining its relevance in the minds of its customers. One way to achieve this is by strengthening its content marketing strategy .
Below are three approaches that could help Sura strengthen its content marketing strategy.
1. Base content marketing on data :
According to Demand Metric, 90% of consumers prefer brands that provide personalized content.
Insurance
Data is essential to strengthen a content marketing strategy chief vp sales marketing officers email lists because it allows you to better understand your audience and offer relevant and personalized content that they find useful and interesting. By having accurate data on the audience's consumption habits, interests, needs and preferences, it is possible to design a content strategy that responds to their demands and expectations, and that manages to connect with them effectively.
There are several tools that can be used to extract valuable information about the audience; some of them are Google Analytics - allows you to analyze the behavior of users on the website, SEMrush - identifies topics relevant to the audience based on keywords, Buzzsumo - allows you to identify the most popular and shared content on social networks around a particular topic, and True Content - makes it easy to gain insights into the content consumption of a specific audience on the Internet.
Sura could use data to identify its customers’ most common concerns and questions, online search behavior, social media trends, interactions with existing content, among other factors, and create content around these topics, such as investment guides or personalized financial advice.
For example, they could use data to better understand their customers’ needs around life insurance, such as the most common health risks or financial issues families face. By creating relevant, personalized content around these topics, Sura can increase customer loyalty and attract new potential customers to their website.
