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Why Allstate Is Ditching the Viral Unicorn and Embracing the Trusty Workhorse

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Hosted By
Jess

Anna Hrach

Convince & Convert
About The Content Experience Show:

Welcome to The Content Experience Show where content experience is the new content marketing. It’s not only about reaching our audiences where they are, but engaging them with a personalized experience of meaningful, useful content that they’ll take with them over time. The guests on the Content Experience Show share strategies, tips, and real-world examples of how they’re taking their content marketing to the next level and providing their current and prospective customers with a true content experience. This isn’t just a trend. It’s a movement.

Apple Podcast Reviews:

It doesn't get any better for content marketers. They present a balanced, insightful discussion of current trends and ask all the right questions. Their guest list is a "Who's Who" of content professionals. Outstanding.

Jared Johnson Piano

I love listening to marketing podcasts and this one is on my must-listen to list. Very knowledgable hosts and topical discussions.

The Marketing Book Podcast

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.

The Successfully Drab Workhorse

With all the talk around and instructional how-to’s of achieving viral status, it’s easy to become focused on how to be the next big talking point on Buzzfeed. Don’t we all want to be positive click-bait in somebody’s Facebook feed?
Melissa’s experience at Allstate has shown her that while these unicorn posts garner loads of clicks and impressions, they do very little for conversions in the long term. It’s the hard working, everyday content that will ultimately push your brand beyond all your viral counterparts.
Understanding and embracing the content that regularly converts over the content that collects clicks can mean turning your back on the latest trends. We all want to use the newest tips and tricks and stay current. However, if those tools only serve to distract from the content that works, is it really that helpful? Or is it pushing away purchasers in favor of content rubberneckers?
In the end, the content that converts is king.

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
We realized over time that you cannot catch that lightning in a bottle, twice. Click To Tweet
“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

Resources

Content Pros Lightning Round

As a content leader, and as somebody whose thinking about creative ideas for what to write or what to show, where do you get kind of inspiration from in your personal life? I try to be active on social media and see what people are talking about. I really just try to be a good consumer of content, myself, both on the internet, and on TV, and on social, just to kind of, you know, it always helps to get those ideas going.

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