The challenge
Curative is a newcomer in health insurance, a market where long-established plans hold most of the business. It needed a brand people would trust. It also needed more content, of higher quality, and location pages that'd help it grow into new regions. Its marketing team was skilled but juggling shifting priorities.
Curative had run a consumer survey and had the raw data, but it didn't have the story. It needed someone to make sense of the numbers and write a report persuading employers that their workforce needs newer, nontraditional health plans.
What I did
I started with the survey. We worked through Curative's raw consumer data and turned it into four reports on employer-sponsored health insurance. There's one each for Georgia, Florida, Texas and the US as a whole. They've served Curative as a sales tool.
For search, I built an SEO strategy aimed at Texas, Florida and Georgia, and we wrote 21 location pages for those states. We also refreshed older content so it'd stay current.
Alongside that, my team has written more than 85 blogs, 5 long-form whitepapers, 6 pillar pages, 8 email campaigns and 4 syndication pieces. We drafted some of it with Curative's C-suite.
Results
The 21 location pages lifted Curative's SEO numbers in Texas, Florida and Georgia, and organic traffic to its site has improved, especially in Texas. The site now speaks to employers, brokers and members with current information for each group.
The survey reports have been shared across multiple industries as an original source of data, and they've been cited in major online publications.