Semji helps MACIF build and deploy a high-performance Content Factory

Digital transformation is disrupting the insurance industry. One of the major challenges is the risk of losing contact and links between the insurer and its customers. In a very competitive and changing sector, La MACIF wishes to meet the new expectations of its targets by adopting a customer-driven approach.

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The challenge

Faced with new purchasing behaviors, the dematerialization of customer relationships, increased competition and a growing risk of uberization, La MACIF wanted to develop articles focused on the needs of its customers. It called upon Semji to set up a solid and high-performing Content Factory.

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The Goals

• Optimize SEO and user intent oriented content

• Position on high volume traffic queries

• Generate engagement with qualified leads

• Democratize access to offers

• Industrialize the production process

• Consolidate the inbound marketing strategy

The actions we led

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Organization of editorial committees

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Setting an efficiency content production strategy

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Content performance monitoring

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Production of SEO briefs

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SEO and editorial advice

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CSM support

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Results

+89% increase in non-branded traffic

Thanks to the creation of these new content pages centered around users’ needs, La MACIF has quickly positioned itself in the TOP 20 insurance companies in terms of SEO.

3.5 million euros of investment in traffic value

3.5 million is the value of this new organic traffic, based on the cost if La MACIF had chosen to run paid search campaigns. That’s the amount of savings made by the insurance company.

TOP 3 on strategic keywords

Thanks to the new content created by the Content Factory, La MACIF website is now positioned in the TOP 3 on strategic keywords such as “scooter insurance”, “home insurance quote” or “complementary health”.

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