A broker’s risk newsroom people actually read
Demonstration case: the client profile, timeline and figures are illustrative, not verified client results.
Generic content went unread. Reported stories about the risks clients face every day changed that.
+190%organic traffic
6 minavg. time on article
+33%inbound quote requests
The problem
The broker’s blog published listicles about “five ways to lower premiums.” Clients in construction, logistics and healthcare had no reason to come back.
What we did
We built a brand journalism hub organized by industry. Reporters interviewed risk managers, claims adjusters and safety consultants and wrote about what actually goes wrong on job sites, in warehouses and in clinics. Every story ends with a short, reviewed note on coverage considerations.
Write about the loss before you write about the policy.
The desk rule for this program