The purpose of purpose
Everyone knows the 4 P’s of marketing: Price, product, promotion and place. There is now a fifth ‘P’ in the marketing mix.
Suncorp appoints content marketing consultancy Edge to deliver Business Insurance Hub
Australian financial services group's information site includes editorial content for SMEs
Suncorp has appointed content marketing agency, Edge, to help produce its content marketing offering, Business Insurance Hub.
Under the agreement, Edge is working with insurance experts from across Suncorp’s organisation to produce a range of content and tools aimed at educating small to medium businesses about business insurance. The site includes opinion editorial, articles, social content and interactive tools such as a safety checklist, risk and asset assessment, and revenue estimator.
Edge has also built and designed the new website, which breaks content down into industry sectors, trending topics and essential information. A spokesperson for Edge said the site is a new initiative that replaces disparate pieces of content across different brands and sites under the Suncorp banner.
While it’s primarily designed to attract new customers, the information will also be valuable for existing clients, the spokesperson added.
In a statement, Suncorp Group senior leader for websites, Darren Abood, said the content marketing play was about better engaging with customers.
Related: Suncorp CMO: Marketers must start thinking like publishers
“The Suncorp Group has a long commitment of providing personalised service to its customers, helping them to understand their options via brokers, advisers and directly through our call centre representatives,” he said. “The Business Insurance Hub is designed to demystify insurance options for SMEs when they first start researching online.”
Edge has also been chosen to produce content for the Suncorp Super website. Its head of strategy, Richard Parker, said the online resources will look to deliver a constant flow of news and information about changes to the market, as well as tools that aid the decision-making process.
“This content will underscore the long-term strategy for the website to be the premier resource for Australian business insurance information,” he added.
Suncorp oversees several brands including AAMI, GIO and Vero.
Related: 7 marketers share their content marketing dos and don’ts
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