WAEPA’s 2022 Content Strategy

Problem: When I joined the team, I noticed that although we had a general content strategy, we didn’t break down details of what themes/topics we could use. This made it a little more difficult to come up with concepts/ideas each month as deliverables and assets were due.

What I did: I decided to build out an additional section to the content calendar that built out potential themes/topics for each month. I researched and look at each month and what general topics/themes were happening during that month and found different ways to tie them into life insurance/financial wellness/etc. This would give us an idea of what topics we may want to discuss each month without having to do as much research and also allow us to be timely with certain topics/themes that would resonate with our audience. I looked at holidays and what we could tie in content to as well as themed months (life insurance awareness month), and researched what months were popular for certain things (I.E. January and February are the most popular hiring months and we would focus on New Federal Employee product, May - Oct are most popular for weddings; so would make sure to highlight the importance of life insurance when you’re planning for marriage). 

Results: This allowed us to really diversify our messaging within different topics/themes and streamline our process as we created assets. This document was also a reference for the entire team as we worked on deliverables and helped create cohesive concepts.