Auto-geeks, fintech and content marketing, or why an insurer needs to outsource IT-editions

    I’ll tell you how we at Glyph media have been helping an insurance agent develop a corporate blog and develop IT services for several years.

    Photo by Crew (Unsplash)

    This is one of our favorite cases. We quickly restarted the client’s site, started preparing materials for the blog, went to podcasts and even to mobile development.

    Further - about how we approached the topic of insurance and found a couple of approaches that help our client become more and more recognizable in their niche.

    IT edition

    We at Glyph Media (our Telegram channel ) cooperate with IT companies. We help where the regular humanities editor “stalls” - we can prepare a lot of regular publications on the structure of IT systems. For example, it is difficult to imagine an employee who has been making 10-15 large materials per month on one highly specialized topic per year. And we do it.

    We distribute tasks between several specialists who are already “in the know” and can quickly understand how and what works. We also check each other and watch the submission of the material so that it is related to the client’s business, the audience likes it and does not look like regular market news, press releases, SEO texts or something like that.

    Frankly, when the work is addictive, there is no power left on its speakers and telegram channels. We started talking about ourselves recently , so as not to be a shoemaker without boots.
    Usually we are simply recommended by clients and acquaintances. That is how we met with Michael, an insurance expert. We’ll tell you how we started cooperation.


    As we found out, Mikhail managed to communicate with the audience in relevant forums, where they also discussed the settlement after the accident and delays in payments from insurance companies. Mikhail tried to make recommendations based on experience with insurance companies and explained how to achieve something and not spend all his time on it.

    Marketing was built on live communication with potential customers. More people came to insure their wife’s cars, relatives, recommended Michael to friends. Surprisingly, the site was already a service history. His role was to give these people the opportunity to choose insurance on the topic. Then he looked like this:

    Our task was not so much to offer some unusual website design, but to develop interaction with customers in the spirit of what fintech companies do: give the audience understandable IT services and share relevant information.


    So, our client specializes in car insurance. The second area is property insurance. Third, medical risk insurance. And then another series of various types of insurance for individuals and businesses. He has been doing this for almost 9 years.

    Michael helps clients to monitor the fulfillment of all obligations under the insurance contract. Such support is provided from the first day of work and is now available without surcharges and almost around the clock.

    People far from always have the opportunity to get a competent assessment of the situation and a recommendation on how best to act to resolve insurance claims, and here - clients receive expert support and, valuablely, do not remain in debt.

    As we found out during the analysis of the old site, in addition to basic information about the company, Mikhail collected hundreds of reviews from customers. Some of them were duplicated, so we decided to immediately deal with this and distribute reviews by year .

    For the sake of interest, we even highlighted some trends for one of the richest reviews of the year and wrote about this one of the first materials for the corporate blog. On the graph are keywords (by the number of entries) for four quarters of the year.

    From the point of view of working on the site, our priorities have been and remain - the speed of making simple changes and administration, plus the low cost of support.

    Based on these requirements, we used the designer and redesigned textual and visual presentation of information compared to what was on the old site.

    The blog

    We acted as the external editorial staff of the magazine Insurance Expert Insurance Team . For this project, we gradually developed a number of thematic sections:

    • Analytical Podcast Expertise - in this program, Mikhail explains what is happening in the insurance market, talks about real situations and his experience of supporting clients in the process of resolving insurance cases (to record the program, we provided all the necessary infrastructure - we take care of the audio processing and release this podcast in web version and iTunes )

    It is worth noting that we did not use any advertising services for the project. The content was distributed by readers who already knew Mikhail and was used in discussions on thematic forums to send people to guides and analysis of real situations.

    Since the release, a number of materials have attracted a significant amount of a new audience and have shown good results. A number of the most noteworthy:

    Next, we talk about what other content we did on external sites.

    UGC sites

    At the first stages of the work, we experimented a lot with external sites as well - we mainly concentrated on those that allow you to post materials without having to pay for the placement and coordinate the content with the publisher.

    We tried to extend the experience of Michael's communication with customers at auto forums and other platforms, for example, The Question . It is worth confessing that on this site we did not see any surge in interest in the topic and a significant increase in site visits, although we provided links to detailed materials in the magazine . But some of Mikhail's answers were noticeable and attracted the attention of thematic media . For such requests, we helped prepare expert columns.on behalf of Mikhail and wrote to those media that were more suited to the vector of development of his business. For example, they wrote about the API for insurance companies and gadget insurance on Rusbase.

    If you return to the UGC-sites, then you can not ignore Geektimes. Here we got very good results and tens of thousands of views of materials, although we did not seek to directly advertise anything - we simply shared Michael’s expertise.

    Here is his review of our work:

    From the first day the project was founded, my main task was to become the No. 1 insurance agent in the Russian Federation. I advised clients on simple, narrow-profile topics - there was enough knowledge, and I actively shared information. But I also observed a situation that I really did not like: among those who could develop this area, there are a lot of experts writing articles about you - about how good you are, etc. But all this is extremely boring and uninteresting.

    It all started like this: on the recommendation of a client, I found out that there is a guy (his son) who is very interested in music. I listened to a couple of his tracks. Well, so-so ... For an amateur. Next A.A. voiced that his son is very talented and writes “podcasts”.

    It was new to me, and I decided to take contact. Find out, maybe something and we stir up this. In general, I fired up with this idea. An additional incentive was that no one in the industry did anything like this. Several years have passed - nothing is changing.

    Met Dmitry and Alina (later his wife). It turned out that there is possible not just a “podcast” at the exit, but the complex development of part of the business (structuring the site, preserving the style and its development, filming, podcasts, it-solutions, application, etc.).

    In short, we sang. I like that the guys do not slow down. In the literal sense of the word - they always try to move on. Are developing. They know how to listen to customer requests, make the right conclusions. I sincerely wish you creative victories, development to an international level and great family well-being!


    As we said at the beginning of the story, our task was to provide the audience with simple and relevant information on the topic. But in addition to this, we took up the development of the service component - we began to develop a mobile application for customers.

    For a number of the first public versions, we focused on information services and provided Michael’s clients with chat opportunities, made a questionnaire to fill out an application for compulsory motor third-party liability insurance, hull insurance and other types of insurance, plus we made a number of basic reminders in the form of an emergency response algorithm.

    If we talk about the stack, here we can highlight the following:

    • Backend . The development language is Ruby. The framework is Hanami. Data storage - Postgresql. The database for task queues is Redis (via the Sidekiq library).

    • A Frontend . Language - JS. Framework - React Native. Data storage - Redux + Redux Persist.

    • Miscellaneous . Backend Chat is an open source RocketChat solution. Sending push - Rpush library .

    • Continuous Integration - Gitlab CI. He sheds new versions of backends into the Kubernetes cluster through the built-in Gitlab Auto DevOps. Kubernetes is deployed on servers in the Russian Federation through Rancher.

    At the moment, the application does not provide for a closed authorized part. All sections are available without registration. Chat is no exception. Therefore, at this stage, it was important for the client that any user (the so-called LiveChat) could write.

    Having a ready-made web interface for operators is a good opportunity for a quick start with a small database of active users. We have selected an open source solution with the prospect of expansion. Today, most open chats either do not support LiveChat, or do not meet other requirements. RocketChat so far suits us at this stage.

    As plans for the near future, we consider the launch of a personal account with the possibility of receiving documents in electronic form and accompanying insured events from receiving an application to a full settlement.

    Our microformat on the topic of content marketing:

    What kind of office do you have?
    What is there on Habré: now “✚” and “-” go for a whole month
    Podcast. How IT editorial outsourcing works

    Video: content is not about SEO, clicks and transitions
    Glyph vs full-time employee
    Archetypes: why
    Writer's block stories work : outsourcing content is not fair!
    When eight hours ... enough (for work)

    PS We also record a podcast with the chief editors of technological media and content makers - in the @ glphmedia profile there are links to releases and text versions on Habré.

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