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The Hartford


150+ original articles became the foundation of a highly successful content marketing program and online destination for small businesses.

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The Hartford


150+ original articles became the foundation of a highly successful content marketing program and online destination for small businesses.

Challenge

To create a massive amount of original content in six subject categories across three audience profiles in a short timeframe.

Opportunity

Build a content-generation machine with expert editorial oversight that could guide a specialized team of writers across the nation. 

Exponent

Quick adoption, significant response rates, high engagement, repeat visitors and high ROI.

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The Challenge


The Challenge


The Challenge

A legacy value-added program for small business owners needed to be transformed into a bigger, deeper, more-timely content-marketing initiative that could engage a vast and disparate audience.

With desired content spanning six subject categories and three lifecycle categories, the editorial challenge was extraordinary—particularly with a timeframe of less than a year.

The Opportunity


The Opportunity


The Opportunity

We used our planning skills, editorial experience and network of talent to build a content-generation process. Within days, we identified and contracted freelance writers with demonstrated ability in legal, financing, marketing/advertising, business insurance, human resources and compensation/benefits topics. Along with conducting independent research and writing content, each writer sourced third-party publications to add value and credibility to the program. 

Articles were assigned on a rolling editorial calendar with writers and the review team actively working through a pipeline of content. We quickly developed a deep rapport with The Hartford, working seamlessly as a united editorial network. 

The Exponent


The Exponent


The Exponent

We successfully delivered on a gargantuan ask and generated more than 150 articles in only 8 months.

Tracking showed inspiring levels of page visits, with heat-map technology demonstrating that business owners were reading content in depth. The number of discreet, relatively long-term visitors to the site proved a higher level of engagement at a fraction of the cost of other types of marketing programs. 


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