Manulife is a 125 year-old institution, but its marketing practices are anything but stodgy. As content marketing became increasingly popular, the global insurance company and ﬁnancial services provider quickly learned that consumers didn’t want to read brochures. They wanted to discuss everyday ﬁnancial challenges in a thoughtful and relatable way.
To provide consumers with more engaging marketing assets, Manulife decided to ﬁnd a technology partner that would serve as a repository for content created across the organization. The team also needed a solution for tracking the usage of repurposed content.
On the Contently platform, Manulife employees used the Stories library to repurpose articles for local audiences, share internal comms and sales enablement assets, and quickly provide content resources to ﬁnancial advisors. Once up and running, the marketing team wanted to track how much Manulife was saving by accessing existing assets rather than always developing new content from scratch. They asked a series of qualifying questions (e.g. What’s the value of a blog post? How much would it cost to go to an outside agency?) to determine the average cost per piece of content. Once the company landed on a ﬁgure, the marketing team could calculate just how much they saved.
Manulife realized approximately $1.2 million in cost avoidance across multiple lines of business by using Contently’s Stories library. In addition to proving the value of content for the organization, Manulife found that the technology platform led to better communication between global departments.