Why Allstate Is Ditching the Viral Unicorn and Embracing the Trusty Workhorse [Podcast]

September 21, 2017 Randy Frisch

Melissa Hodai, Digital Content Team Manager for Allstate, joins the Content Pros Podcast to discuss how a content strategy that focuses on long-term cultivation instead of immediate viral success has lead to conversions and industry awards.

Special Thanks to Our Sponsors:

In This Episode:

  • Why cultivating a good content strategy means looking to Google and data first
  • How chasing unicorn viral content leads to uninspiring and failing content over the long term
  • Why reviewing metrics successfully means understanding that not all metrics are equally important
  • How understanding and embracing your workhorse content leads to a focused strategy with strong conversion points

Quotes From This Episode:

“Everything that we do, we make sure that it’s done with the consumer in mind, not necessarily just because it’s something we want to talk about.” —@melissahodai

“Finding the perfect mix that makes great content is very overwhelming because when you look at all the different metrics, each one has a different answer.” —@melissahodai

“What are the things that we really want to accomplish with our content marketing? We need to look at those and make our strategy based on those things.” —@melissahodai

“The blog post or the article has always been, and I think it should continue to be, one of the hardest working types of content for us.” —@melissahodai


Visit ContentProsPodcast.com for more insights from your favorite content marketers.

About the Author

Randy Frisch

As President and CMO, Randy runs around daily between marketing, strategy, operations, sales and execution of Uberflip's awesomeness.

Follow on Twitter Follow on Linkedin More Content by Randy Frisch
Previous Article
How Salesforce is Using AI to Find Leads You Didn’t Know Existed [Podcast]
How Salesforce is Using AI to Find Leads You Didn’t Know Existed [Podcast]

Nate Skinner, VP of Product Marketing for Salesforce Pardot, discusses the power of AI's place in all of th...

Next Article
How CoSchedule Creates the Best Content on the Internet [Podcast]
How CoSchedule Creates the Best Content on the Internet [Podcast]

Nathan Ellering, Head of Marketing Demand Generation at CoSchedule, joins the Content Pros Podcast to share...

Looking for more expert advice?

Check out our Influential Opinions video series!

Watch Now