COMPETITIVE ASSESSMENT

THE ASK

Travelers Insurance wanted to improve their own social channels through quality content marketing. Travelers asked SapientRazorfish to conduct a competitive assessment of other insurance companies’ social media platforms, including Facebook, Twitter, Google Plus, YouTube, LinkedIn. The competitive assessment provided research on best practices, industry standards, and areas of opportunity for Travelers.

THE OUTPUT

The Content Strategy and Marketing teams created a maturity model for evaluating content marketing within the insurance industry. The model assessed content based on six major qualities: targeting, discoverability, relevance & depth, functional sharing, emotional engagement, and brand positioning. As a Content Strategist completing the maturity model, I audited 20 companies, consisting of agencies & brokers, business carriers, and home & auto carriers. Using these qualities, I determined each brand’s level of maturity and ranked them on a quantitative scale after a thorough audit of the websites and social channels. I highlighted the brands that emerged as leaders in certain categories and on certain social channels, ultimately presenting Travelers with the best-in-class examples. I also did a comprehensive audit of Travelers’ social platforms, noting the greatest areas of opportunity. The competitive assessment coupled with the Travelers audit produced a deliverable stacked with high-level and granular opportunities for the brand’s social media channels.

MY DELIVERABLES

Competitive Assessment based on Maturity Model
High-Level & Detailed Recommendations for Content Marketing

THE SITE

https://www.travelers.com

Quantitative Maturity Model

The Content Strategy team's quantitive maturity model used to inform the assessment of leading insurance companies' content marketing. We defined parameters to measure the success of each category on each social channel, ultimately ranking the channels by maturity. We used the best-in-class examples to highlight areas of opportunity for Travelers' own content marketing.

Business Insurance: Competitive Assessment

To supplement the quantitative maturity model, the Marketing and Content Strategy teams created a collection of detailed best-in-class examples (images, evaluations, highlights, links). We provided these examples by vertical, highlighting "small business" as an area of growth for Travelers.

Home & Auto Insurance: Competitive Assessment

For home & auto content marketing, we focused on brand positioning and emotional engagement as areas of opportunity for Travelers. We highlighted recognizable brand identities and mascots, such as Professor Nathaniel Burke of the University of Farmers.