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.

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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