Despite significant spending on paid acquisition, our organic traffic was underperforming. In a category like insurance, trust is everything and I know trust isn’t built through paid ads only. Customers need to know why they should choose you, and what better way to do it than through content marketing.

I saw content as a missing link, both for SEO and brand credibility. A blog platform had already been built on the website. My job was to create a content marketing strategy to create meaningful, educational, and culturally relevant content that positioned AXA as a credible voice in the insurance industry.

The Strategic Approach

I led the development of a content marketing strategy anchored on keyword research, customer education, and entertainment. Here is my step-by-step approach:

• Conducted keyword research and competitor analysis with SEMrush, Google Keyword Planner, and AnswerThePublic to identify high-opportunity topics.
• Developed a monthly content calendar of 20+ SEO-optimized articles, aligned to customer pain points, FAQs, and industry trends.
• Created engaging blogs, video content, and social media posts covering insurance, health, personal finance, and investments. This is break down complex ideas into everyday language.
• Included the blog articles in our email marketing strategy to increase distribution to already existing customers in the business.
• Optimized landing pages to improve on-page time and engagement.

Tools

• SEMrush & Similarweb for SEO Analysis.
• Keyword Planner, AnswerThePublic for keyword research
• Google Analytics for Website measurement
• Google Search Console for Organic SEO analysis

Impact

• Achieved 10% month-on-month growth in organic traffic.
• Increased returning visitor rate from 18% to 38%, reflecting stronger engagement and brand stickiness.
• Average time on page increased to 3 minutes, with 4 page views per session, indicating deep content consumption.

Results and Learnings

This project showed how content marketing can be used to build trust for a brand. I led the team to treat content not as filler, but as a strategic asset that drives both SEO and brand affinity. It also highlighted my ability to balance data, creativity, and content, positioning me as a digital strategist who champions audience-led growth strategies.