How Guardian Life uses content to reach Millennials





Contently Case Stories is a series that highlights some of Contently's most successful clients and tells the stories of how we worked together to create great content and great business results. .


It's hard to get the younger generation to think about their finances. In a word, they cannot be persuaded to trudge through complicated jargon, let alone plan for something that may not affect them until retirement. So how do you support 3,000 financial representatives nationwide with the tools they need to reach this increasingly valuable audience?


You create high-quality, visually stimulating content that speaks the language of millennials and can be easily shared across social networks — just like Guardian life insurance partnered with Contently.


“Saving for the next thirty years is all good and great, but our focus is on how to protect you now,” said Tara Meehan, head of social content at Guardian Life Insurance. “That’s why content is so important to us — to be able to tell that story in a way that is easy to understand.”



Today, the Guardian's social accounts are awash with alluring infographics and blog posts, but they started the year in a much different place — without a solid strategy and working with the house. providing third parties to post clickbait articles that do not fully represent their company's values.


“That's where Contently has come in,” Meehan said. “to be able to have a vendor that really puts the story first to help push our philosophy forward. ”


Now, through Contently, Guardian is equipped with a team of five writers and two looking to designers to produce content to help younger generations make better financial decisions. But Meehan doesn't just create what she thinks millennials need to hear. Instead, she pays close attention to what interests them most.


“It's not the case that I have a calendar and say, 'Okay, on this day at this point, I'll make sure I have this and this,'” Meehan said. “That, to me, the ring is a bit inauthentic. It's like ticking a box. ”


With the football season in full swing, the company is giving audiences the chance to plan their fantasy teams and finances at the same time. New corporate infographic, “How solid is your attack line?” Highlight the four levels of protection their clients need to have and become a successful financial provider.



Meehan knows content is doing well because it generates social media conversations and helps financial reps set up new appointments. Interaction is the big goal.


“For us, content ROI is not sales,” says Meehan. “The metrics that I really look at are likes, shares and – the biggest metric – comments. That's the conversation. This is a chance. ”


That's not to say this engagement doesn't play an important role in the sales funnel. When someone comments on a social post, Meehan encourages financial representatives to reach out and respond. That strategy is working.


When Josh Parsons – Financial Representative of Opes One Advisors, a Guardian Life agency based in Dallas – shared a wedding planning infographic, one woman commented comparing the cost of wedding day today until she got married 20 years ago.



“How would you react to that in the real world, if you were at a cocktail party and someone said that to you? Meehan asked. “Do you just stare blankly at them, or do you say, 'Hey, I'm sorry I can't help in that case, but maybe I can in this case.'”


Parsons then sent out an email, which resulted in the woman referring him to her son, a medical student, for financial advice.


“He is doing it with all the content [we produce] now. with their finances, and reps better understand the needs of their clients. Most importantly, upcoming appointments.


To provide content, Guardian works with Socialware Voices a social business solution dedicated to the financial services industry, that helps streamline regulatory approvals.


Overall, the company's new approach is working. Produced content is consistently shared by Guardian financial representatives on LinkedIn, Facebook and Twitter more than any other type of content. It also generated the greatest reach and highest average retweets of any of the company's combined assets.


“Thankfully, the content has been great from Contently, and it's very good getting that message through and people excited to share the content,” Meehan said. “And they actually see results.”







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