How Mutual of Omaha Drove 6K Pre-Qualified Leads Using Content Intelligence
Who Averaged Spending:
With each piece of content (7X increase)
26.47% Next Action CTR
per piece of content (11.5X increase)
The Goal: Drive Qualified Users to a Specific Landing Page
Our Solution: Use Content Intelligence to Increase Leads & Understand Consumer Sentiment
inPowered’s Content Intelligence platform helped Mutual of Omaha to apply AI-powered calls-to-action across their content hub, with the intention of them leading them to a specific insurance calculator form that would capture their information (if interested in learning more). They ran over 320 variations of ad permutations by analyzing various headlines, images, audience interests, and demographics; optimizing the campaign in real-time to make sure blog posts were reaching the insurance brand’s ideal target audience.
- Reduced Cost-Per-Engagement by 45%
- 27% Average Engagement Rate
- 6,000 incremental clicks driven to desired landing page within 30 days
“Using inPowered’s Content Intelligence, we’ve been able to get data at a granular level; something that previously required a lot of labor and resources to understand what content is actually resonating with consumers. Now we can focus on higher-level strategy around what content users are engaging with at specific phases of the consumer journey and use these insights to have intelligent conversations with our client as to what’s actually moving our audience down the funnel to take action.”
This campaign focused on five posts from Mutual of Omaha’s “Planning and Advice” blog, all focused around end-of-life planning and how to handle the loss of a loved one from a life insurance/logistical perspective – “Two documents to have for end-of-life planning,” “Managing grief while supporting a surviving parent,” “Prioritizing decisions after a loved one dies,” “What to do or say when a loved one is grieving,” and “When a loved one dies: managing their social media.”
In this specific campaign, Mutual of Omaha utilized inPowered’s AI-Content Distribution and Content Intelligence to run 320 different ad variations across Yahoo and Taboola; employing extensive testing to identify a target audience that would be most likely to engage with their content and ultimately interested in completing an insurance calculator to see how much life insurance they should be employing. They analyzed each piece of content against a larger audience set, which included:
- Men and women living across the United States.
- Ages 35-44, 45-54 and 55-64.
- Users on desktop and mobile devices (iOS and Android).
- Interested in a variety of related topics including “Personal Finance,” “Aging,” “Family and Parenting,” “Finance and Insurance Habits” and “Household and Life Stages.”
Using inPowered’s AI-technology, it was determined that the audiences most likely to engage with Mutual of Omaha’s blog included:
- Both men and women living in Alabama, Arizona, California, Delaware, Hawaii, Idaho, Illinois, and Kansas.
- Ages 35-44 and 55-64.
- Mobile users, using both iOS and Android.
- Self-identifying as having a strong interest in “Personal Finance.”
With the main goal of this campaign being to drive pre-qualified users from a blog post on Mutual of Omaha’s website to a specific life insurance calculator, they used inPowered’s Content Intelligence to apply an intelligent call-to-action across five pieces of content to understand not only what pieces of content are resonating most with their consumers, but also to generate leads from their insurance calculator. This CTA posed the question of “How Much Life Insurance Do I Need” after 15 seconds of engagement with each piece of media, with a click-thru button for “Use Online Calculator” to drive users from the article to a “Determine Your Need” landing page to help consumers understand how much life insurance they should be planning for. With a resounding 26% NA CTR that drove 6,000 incremental clicks to the Calculator within 30 days, this intelligent call-to-action not only gave the insurance provider proprietary insights into how their content is resonating with consumers; but they were now able to tailor future content creation strategy tailored towards topics seen as “most favorable” from this campaign. It was determined that articles around life insurance are 40% more likely to drive business-impacting behavior (i.e. clicking to the Calculator), something that could only be learned through AI-powered Content Intelligence.