Case Study: Exciting Content Marketing in a Boring Industry

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“It is likely that words like boring, uptight,complex and inflexible come to mind. In fact, the insurance industry has one of the least positive reputations, according to the annual Reputational Quotient (RQ) survey from Harris Interactive. Just 29 percent of people rate the overall reputation of the insurance industry positively. Only tobacco, the financial sector and airlines have worse reputations.

Hence, marketing an insurance website begs the question: How do you improve the perception of an “unexciting” business in an industry with a bad reputation? This is the dilemma we faced at Simply Business less than 12 months ago.” More>>>

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