Case Study

Empowering sales teams with a complete content solution

Unum

Progressive Content worked with Unum, the employee benefits provider, to create a complete digital platform solution – including content creation, asset management, full web services and distribution via a custom-built app that integrates with Unum existing digital systems/infrastructure.

The Challenge

Unum’s insurance products are sold by their own sales team and via a large network of third-party brokers. They wanted to empower both these audiences to build better relationships with clients and prospects by sharing valuable content. Unum also wanted a website where all their marketing materials, key policy terms and conditions and guides could be easily found and freely accessible.

To maximise usage and buy-in from all users, they also needed a dedicated app that would allow the content to be searched and shared efficiently.

Our Approach

Progressive Content and Unum worked closely together to customise Progressive Content’s Knowledge Bank solution so that it perfectly reflected the needs of the business. This online content hub has the look and feel of an engaging news site, presenting a range of lively articles, infographics and videos on subjects of real interest to employee benefits decision makers and the broader HR sector.

It also hosts all of the core product guides and policy terms and conditions documents – so that sales teams and brokers can find all the relevant content assets in one place.

Brokers and sales teams can use the custom-built app to filter content quickly and discover relevant articles that can be shared via email or social media at the touch of a button – and which integrates with the existing Unum IT systems.

Progressive Content built the website and app and a dedicated editorial team continue to produce topical articles and infographics, working closely with the marketing team at Unum. The functionality of the website and app is being continually developed and the proposition is a market-first for insurance in the UK.

Integrating with Unum’s internal systems allowed Progressive to deliver a powerful and innovative technology solution that is ensuring Unum manages its rich bank of content more effectively and puts its power into the hands of the people who really matter – the frontline team.

Outcomes

Unum have named Progressive Content’s Knowledge Bank solution ‘Clive’.

Clive launched in March 2017. In two months it had already attracted more visitors than the blog site that had previously hosted similar content.

Initial analytics showed an average of five page visits per session, demonstrating a fantastic level of engagement. More than 25% of visitors reached the site via links in social media, showing how shareable the content is.

Jason Hicklin, Head of Content at Unum said: “The launch of Clive has been a pivotal moment for Unum where we’ve both harnessed the power of specialist original content, alongside the business process important documents of product technical guides and policy information. Our sales and client teams previously had to access multiple different systems and send attachments or links to contacts to a range of locations, this was time consuming and also risked out of date materials being shared. Clive brings together in one place all the materials our teams need to help deliver business and help our client brokers service their customers, SMEs throughout the UK.

By enabling the team to easily interrogate a large bank of marketing assets, be they articles, trends and insight reports, videos or case studies – we have given them a powerful tool in being proactive in engaging with clients, with agile and relevant content, as well as being hugely (and speedily) responsive to queries coming in. The fact they can also request bespoke content to help their brokers convert policy sales to businesses, means we are offering something unique and cutting edge to the market, and helping to educate and inspire both brokers and employer customers direct, to provide better and more valuable employee benefits to staff.

Clive has helped to boost awareness of Unum and its market leading product range and the impending launch of an iPhone version of the app will enable brokers and employers to access even more easily the wealth of assets now at our disposal.

We have given them [the Unum team] a powerful tool in being proactive in engaging with clients, with agile and relevant content, as well as being hugely (and speedily) responsive to queries coming in

Jason Hicklin, Head of Content, Unum