Content Marketing As a Major Growth Driver For The companies

An interview with Brenda Spearing (Brenda Spiering), managing editor of the online news portal BrighterLife.Ca, created to generate additional targeted traffic to the main site of the company of Sun Life the Financial. The company has achieved incredible success by using only high-quality content marketing strategy, highlights of which we will discuss today.

What are the problems you could solve by creating an information resource?

Our main site offers consumers a variety of financial products. However, we have experienced significant difficulties with targeting. Users can search for an answer to a variety of issues related to money, family, health, work, and do not know what their problem can help solve one of our company's products. We had not been established communication with them, potential clients. BrighterLife.canada - information site about money, health, beauty. Here, any user can find the information you need, to get advice, share a problem - and, of course, to learn about our financial products. Thus, we form a community of loyal customers who trust us. But this is the most important thing in any company. BrighterLife.canada for us - a kind of generator of leads, not pressing on the consumer, working gently and credible.

What tactics do you use to form such a community?

First of all, we had a meeting with all of our key employees and explained to them what we expect from publications. And now, with a portal operates Advisory Board, which includes representatives from all the company's major departments.
All articles are written in simple language and very informative. We try to focus on key topics, discussing the various challenges and opportunities - money, health, family, work, and layoffs. Brighter Life does not endorse and is not forcing our financial products! We just try to discuss the problems that may arise in everyone's life, and that may lead to the need to turn to us for help.

Tell us a little about the team that is working on the portal?

We have our own writers and guest. We also work with the third-party content agency that helps us with articles, video releases, infographics. Core team - it's me, the executive editor, editor of the website is responsible for the actual published materials, and digital consultant.

As you generate content and promote it?

We use a variety of promotional channels: a census in social networks, search engine optimization, the arrangement with bloggers and major media about the paid publications. An important part of our strategy - be encouraged users to comment on and subscribe to our RSS feed.

What results have you achieved by using content marketing?

We launched our content program in September 2011. And so what we have achieved to date:

• The number of visitors is already about 35% of the traffic on our main website, SunLife.ca
• Traffic continues to grow exponentially and is becoming a major source of leads for the company
• For the first 9 months of the conversion of visitors with disabilities accounted for approximately 4% of the total number of visitors to the site, which resulted in the 8700 transition to the main site
• currently, the number of pages in the portal is approximately 620 000
• The average time browsing the site is 2 minutes 30 seconds
• The number of subscribers to the portal in Facebook and Twitter is about 13,000

How do you plan to develop the resource further?

Of course, we will continue to expand our "library" of information materials, including the publication of new videos and infographics.
In addition, in 2013 we are going to actively develop the resource in terms of its structure:

• implementation of the drop-down Sub-menus within each category, which will facilitate site navigation
• Update site services and financial calculator
• Optimization of the portal for mobile devices
• new solutions that will simplify and improve the interaction with site visitors
• 
  

Give the most interesting from your point of view, an example of content marketing from other companies.

I would like recommends you should be thought about company KraftRecipes.com and Nike. KraftRecipes.com definitely built a strong community of loyal visitors by forming a vast library of recipes and recommendations on food intake, and Nike attracted a large audience, enabling users to build maps of their routes, to publish stories about their achievements and share their experiences about various sports.

The purpose BrighterLife.ca is to offer people basic social values, they form a kind of sense of belonging to the community, offering tips and tools that will enable them to better navigate the world of money, family, and work relationships. We call it - to make life brighter!