Educating Customers through Content
The Conductor and New York Life Partnership.
Tom Kelly, VP Digital, New York Life
"From a content strategy standpoint, education is a great way to describe what we do. Many customers prefer to initiate contact themselves. However they want to engage with us, we want to be there."
About New York Life
Founded in 1845, New York Life is the largest mutual-life insurance company in the US, and one of the largest life insurers in the world.
I'm Tom Kelly. I'm the Vice President of Digital for New York Life. I'm responsible for digital analytics and digital strategy for New York Life as a whole.
New York Life is fundamentally a life insurance company, but we are also involved in investments and retirement planning. Our goal is to help customers protect their families.
Education is a great way to describe our content strategy. Many customers prefer to initiate contact themselves. However they want to engage with us, we want to be there. We have all of our content available online. People can read it, they can watch videos, and they can read stories about people like them.
When we measure our success, we look at engagement and our analytics. We report those results to our content creators, writers, content management people, advertising and branding folks, and marketers.
We’ve learned that if you tell a good, well structured story and it matches the way that your market searches, search engines will find it. That’s how we evaluate our content strategy and make sure we’re doing it right.