Information to boost AIG's digital presence in the insurance market
About AIG
Founded in 1919 and present in Brazil for over 70 years, AIG is a global insurer operating in more than 80 countries and jurisdictions, with extensive experience in corporate and personal insurance. The company has helped its clients and partners prepare for the future by identifying and managing risks, enabling them to make reliable decisions that allow them to feel more secure.
Challenge
When starting our project with AIG, we realized that content production for the brand’s digital channels was essential. However, we encountered a challenge: the primary touchpoint with our target audience was indirect.
The consumer journey for these individuals begins with a specific need. When searching for an insurer, they turn to Google, the fastest and most accessible search tool available today. From there, they are directed to other channels.
Considering AIG’s focus on the B2B market, our goal was to communicate with other companies, but it is people who represent these companies.
After understanding this dynamic, we mapped out our approach and began designing new integrated strategies in Digital Communication, Media, and SEO to increase the credibility, reach, and relevance of the brand’s channels, with search engine presence as the starting point.
Solution
Our first step was to create a space that functions as a repository of information rich enough to convey the necessary security to those needing protection. This is how the Negócio Seguro (Secure Business) Blog was born—a portal dedicated to centralizing market information and highlighting the importance of insurance for B2B in various sectors such as agribusiness, logistics, industry, and commerce.
Next, we focused on aligning all content across digital channels, including articles, podcasts, and editorials, with a continuous SEO effort. This work covers everything from topic curation to technical optimizations for the ongoing growth of the portal’s relevance.
To ensure consistency in this strategy, we acted on two fronts, combining AIG’s interests with the most relevant topics and keywords according to our data intelligence.
In this way, we increased AIG’s relevance on search engines by diversifying and owning various topics in the insurance market, bringing credibility to the brand through quality content.
And the results came!
Results
24% growth in the number of users
48% increase in sessions, showing higher visitor engagement
35% growth in page views
114% increase in clicks and 62% in impressions