Acko ups its content marketing game, to spend 30% of marketing budget on content

Selling insurance policies online is a complex business as a consumer seeks more and more information and rightly so.

For any company that operates in the insuretech segment, it is paramount to win a consumer's confidence as he's putting in the money without any physical interaction with the brand.

It is where the role of content comes into play. To convince the customer by providing him very detailed information on the industry, policies and products.

Acko, a digital-first insurer company, has been reaching out to customers via content, providing all in and out of insurance and policies for almost three years now.

Kavita Chowkimane, VP Marketing at Acko, told BuzzInContent.com about the challenges of churning out relevant and engaging content in insurance space.

Discussing how important it has become for the marketers to maintain a certain tonality of a brand in all content formats, she shared how the brand has upped its content marketing spends to 30%, from the earlier 25%, and reaching out to consumers via earned and paid media.

Through its blog https://www.acko.com/articles/, Acko is trying to make buying and using insurance effortless and hassle-free. While informing customers on how to go about small micro-insurance purchases, the company has been developing content to make the customer experience a meaningful journey.

Kavita Chowkimane

“Our positioning has been to make sure we offer the best value in an effortless manner to our consumers. From a content creative and customer experience point of view, how do we give the customer a seamless consistent experience across all the touch points is vital. The brand and its tonality should be right across the mediums, whether it is the call centre, or an emailer or the blog,” said Chowkimane.

She explained how focused Acko is for content in terms of informative articles on car or bike insurance on its website. With the help of the in-house team of content writers that looks after information that people are searching for related to insurance, it uploads all the relevant information on the website.

And to ensure such articles and piece of information go out as capsules that are engaging for the audiences, it keeps the filter in the sense which content has to go out on which channel. While keeping all the relevant information simple for the blog, it tries to be wittier in context for its social media channels.

“We do a lot of variations according to the channels. We have a dedicated social media agency working with us which is Leo Burnett, especially for social media, and in-house team for our blog. We try to be wittier and more contextual when it comes to social media. If you're able to give content on topics that they care about, you can engage the consumers,” she said.

Discussing how Acko has been working with the various channels for content, she said, “For us it has been the owned media, through our blog and its content. The paid media is through our campaigns which we put forth like the #LetsReverse campaign. Third is the earned media, with the base of followers and customers we have, and we have earned over time on social media.”

Explaining how important it has become more than important to be relevant in terms of the tonality of content for brands, she said. “There has been a consistent tonality for the unification of themes across platforms for us.  The content, the theme, the colours all have to be consistent to make sure consumers do recognise us through the content. As a guideline, the company is strict in terms that the content is simple for consumers to understand. Second, it should be helpful, in terms of emails we send across to our users. And third it should be approachable and accessible. And thus, it is important to maintain a conversational tone in all of our content pieces, where we try not to be an authoritarian brand, to engage users at much better level. And it goes same for all the brands.”

Chowkimane said marketers over the period of time have understood how important content has become for the insurance sector.

She said insurance being an annual purchase product, the players in the sector need to feed content consistently to ensure that consumers remain invested and are aware of all developments in the sector.