Blog | Strategy, Content Calendar & Articles

Background:
Since the launch of Sonnet Insurance – Canada’s first fully online home and auto insurer – in 2016, the blog was a key part of the overall content strategy. As a new company in the marketplace it was essential to build brand awareness, credibility and trust. These remain key goals of the blog to this day. As a mainly online insurance provider, content that educates leads and customers is an important part of building their confidence to self-serve. Of course, ranking organically to generate free traffic and ultimately new customers remains a consistent goal. Blog content also remains a staple of building loyalty and increasing retention with existing insurance customers. The blog also supports paid content marketing initiatives and retargeting campaigns.

Solution: 
I’ve developed the Sonnet content strategy and planned the content calendar since its inception. The strategy has evolved over the years as the needs of the business and trends within the industry have also changed. However, the foundation remains the same: understanding business goals and industry trends, gathering content data and insights, researching SEO keywords and topics, and plotting out seasonality. For the first few years, I was the primary content contributor and now I manage a team of writers who produce content for the blog.

Results:
I’ve grown the Sonnet Insurance Blog over the past 8 years from launch to over 150,000 organic visits in 2023 – which grew nearly 22% from the year prior. The blog sees higher than average time spent on page and individual articles can deliver up to 46% assisted conversion rate for session to start quote. High quality, consistent blog content also significantly contributes to overall Domain Authority (DA). Sonnet has a 52 DA Rating which, compared to more established competitors, is significant.