Content Strategy and Copywriting for a Business Insurance Website
As a content editor at Hill Holliday, I developed the content strategy to launch this brand experience site for my client Liberty Mutual Insurance. The site is the content hub of the "Shared Passion" campaign we developed for the Commercial Insurance division, and the challenge was to showcase Liberty Mutual's thought leadership as a risk control expert while also conveying the brand's passion for its work and customers.
I was heavily involved in all aspects of strategy and planning for the site leading up to its launch, and after the launch, I continued to serve as the primary content editor/writer throughout my time on the account. Once I moved into the Creative department, I also worked on advertising to drive traffic to the site, including the pre-roll video below, for which I scripted the voiceover
Some of the site content included video shoots, and while on the shoots, I interviewed Liberty Mutual’s clients to create shoulder content to accompany the videos. Here are a few pieces of original content I reported and wrote while on the shoots:
