Here is a brief insight into our 18 month journey to start a new content strategy as part of a rebranding effort. Real grassroots effort by non-content experts for a better customer experience.

1. WHEN PERFECT IS THE ENEMY OF GOOD ENOUGH
Grassroots efforts to replace our content strategy
33236-PPBR0418
For educational purposes only.
April 23, 2018

2. 2Add proper disclosure here.For educational purposes only.

3. WHAT CONTENT CHANNELS DID WE HAVE
• Website: Transamerica.com (150 domains and 65,000 pages)
• Account portals – individuals for each employer and product type
- Insurance
- Investment
- Retirement
- Annuities
- Advisor portal (52 websites)
• Transamerica App
• Social Media (40+ channels)
• Blog
CONTENT OUTLETS
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4. For educational purposes only.

5. CUSTOMER CENTRIC???
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6. Not For Distribution. Imagery for internal use only. For Private Use Only Copyright © 2017For educational purposes only.

7. Not For Distribution. Imagery for internal use only. For Private Use Only Copyright © 2017
Our level 1 content is core information and insight
that is proprietary to Transamerica. These pieces
should be developed based indepth research and
promote TA as a thoughtleader in the market. It can
be data-based or insight-based, and serves as the
overarching theme of the month or quarter. Original
studies & surveys, guides, reports & white papers,
long-form video, ebooks
FREQUENCY: Low (one per month/ quarter)
EXAMPLE FORMATS:
Field Guides
Social Security Program
Dementia Program
Comms tasks:
DEVELOPING THE RIGHT CONTENT
EDUCATE
For educational purposes only.

8. Not For Distribution. Imagery for internal use only. For Private Use Only Copyright © 2017
Our level 2 content are mainly knowledge base articles, partner
contributed articles. These pieces should be based on research, and/or
feature the voices of our internal thought leaders. It can be data-based or
insight-based, and serves as the raw material from which we derive
additional assets in our pyramid.
ATTRIBUTES:
• Primarily educational
• Tone of voice is “Transamerica as a resource”
• Written with authority in the industry
• 800-2000 words
• Hero image + min. 1 visual fact content (charts, graphs, statistics etc.)
• Includes a bio of the author/ institution
FREQUENCY:
1 per week/ sub-pillar
EXAMPLE FORMATS:
• https://knowledge-place.wealthmeethealth.com/individual/be-
smart/article/divorce-becoming-a-gray-area/
• https://knowledge-place.wealthmeethealth.com/individual/be-
smart/article/protect-yourself-tips-help-prevent-identity-theft/
Comms tasks:
ENGAGE
EDUCATE
DEVELOPING THE RIGHT CONTENT
For educational purposes only.

9. Not For Distribution. Imagery for internal use only. For Private Use Only Copyright © 2017
Our level 3 content are mainly blog posts written for the Wealth and
Health community or NewAgeofAdvice. They are derived from the
monthly editorial theme (level 1) and the related Knowledge Base
article (level 2)
ATTRIBUTES:
• Primarily engaging
• Tone of voice is “Author as a friend”
• ~500 words
• Hero image
• Includes a bio of the guest blogger only
FREQUENCY:
0.5 - 1 per week/ sub-pillar
EXAMPLE FORMATS:
• https://community.wealthmeethealth.com/t5/Wealth-Meet-
Health-Blog/The-Simple-Step-that-Eases-Financial-
Anxiety/ba-p/470
• 7 Tips to a More Financially Productive New Year
Comms tasks:
EDUCATE
DEVELOPING THE RIGHT CONTENT
For educational purposes only.

10. Not For Distribution. Imagery for internal use only. For Private Use Only Copyright © 2017
Our level 4 will typically break down
level 1 content into a more digestible
format that highlights key points and,
or messages to reach a broader
audience.
FREQUENCY:
Moderate (1+/week)
EXAMPLE FORMATS:
Infographics (Add Link)
Charts (Add Link)
Interactive tools (Add Link)
Video (Add Link)
Imagery (Add Link)
Comms tasks:
CONVERT
CELEBRATE
ENGAGE
EDUCATE
DEVELOPING THE RIGHT CONTENT
For educational purposes only.

11. Not For Distribution. Imagery for internal use only. For Private Use Only Copyright © 2017
Our level 5 content will help us build
awareness, consumption, and conversation
around all of our other content. It is a broad
network of interrelated promotional and
conversational micro-content that helps
us expand reach and improves our ability to
connect with our audience.
FREQUENCY:
High (60/ week)
EXAMPLE FORMATS:
Social posts (Add Link)
Community Discussion Starters (Add Link)
Polls/ Surveys (Add Link)
Introduction to WP downloads (Add Link)
Comms tasks:
CONVERT
CELEBRATE
ENGAGE
EDUCATE
DEVELOPING THE RIGHT CONTENT
For educational purposes only.

12. EDITORIAL CALENDAR
Topics to map out:
• Primary Pillars / Themes
• Top of the pyramid (white
papers, field guides)
• Paid Industry Campaigns
• SEM
• Social Campaigns
• Programmatic
• Partner Events
• Curated Content
• Important Holidays
• National Awareness Programs
For educational purposes only.

13. SO WHAT HAPPENED NEXT?
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14. TEMPLATES
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15. Old Content Review – Fail Safe through
Compliance requirements – every 12
months
During our content strategy work, we
totally forgot about the need to update/
review our existing content regularly
1. What do we renew?
2. What do we re-approve as is?
3. What do we retire?
• How do we retire without breaking
Google?
CULLING
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16. Public/ Consumer content testing
• Toluna Quick Survey
• Social Media A/B testing
• Interviews and focus groups
• Customer Advisory Council
CONTENT TESTING
B2B content testing
• Survey Monkey for an internal group of
volunteers that represent our B2B side of
the business
For educational purposes only.

17. WHAT CONTENT CHANNELS DID WE HAVE
• Cut down from ~6,000 print brochures to ~1,200 in one year
• Website: Transamerica.com (4 domains)
• Account portals – individuals for each employer and product type
- Insurance
- Investment
- Retirement
- Annuities
- Advisor portals
• Transamerica App (replacing old app in 2018)
• Social Media (5 channels)
• Knowledge Place
• Community (blog replaced)
NEW CONTENT OUTLETS
For educational purposes only.

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Add proper audience disclosure here.
THANK YOU!
For educational purposes only.