top of page
AIG logo

Content Strategy Execution

Executed a mutli-national, multi-product content strategy to unify product content across hundreds of web pages

Content Writing and Management

Created new content and evolved existing content for clarity, tracking implementation process and managing junior writers

Multinational insurance client | Lippincott 2023

AIG was a long-standing, global client when I was working with Lippincott. I was a part of two different AIG web projects -- one for the U.S., then a followup for AIG UK based on the success of the former. Both underwent a content overhaul, and they needed extra hands to help organize, prioritize and rewrite content in as efficient a manner as possible. 

​

Respect and clarity for distinct audiences

​

For the U.S. project, content needed to speak to a broad audience, so we included some "What is..." type content that does double-duty as "Why have..." information (IE: the type of insurance and what it covers communicates its inherent value). We also reformatted some brochure content for digital UI to illustrate real-world applications.

 

For the U.K. site, much of what we created and managed was for their business and broker audiences. These folks have a solid grasp of the Risk Solutions product offerings and advantages, so it was up to my team to get smart on what each product addressed and why (everything from protecting businesses from political upheaval to covering construction sites during a natural disaster) without getting too granular and sluggish from a process standpoint. From there, it was all about ensuring the content was clear and direct.

​

Consistency and a single source of truth

​

The priority was consistency -- building something executable for all risk solutions (with space for minor deviations). For the U.K. project, we tracked all of the product pages in a spreadsheet -- a single source of truth that mirrored the site's content hierarchy and navigation structure. I'm a fan of color-coding for a quick scan (time saver!), and deployed that for status cells. We linked from the spreadsheet directly to content documents that producers overseas could grab and plug in when the pages were ready to populate.

​

There were additional pages -- like Careers and Life at AIG -- that called for a different execution, but the component library was built to accommodate for these high-level pages, as well.

Primary responsibilities:

 

  • Project management

  • Content management

  • Junior team member assignments / management

  • Content strategy execution

  • Content writing and editing

  • Client interface

Process:

A high volume of content was implemented in phases to ensure consistency and quality. First, an overarching web content strategy was built. This strategy applied neatly to pages with the "AIG Advantage" in mind. All components were then designed to accommodate a page narrative that continually reinforced AIG's value. From there, content was written (or re-written, if applicable) to communicate these differentiators with a distinct focus for each component or moment on the page.

Content strategy document sample page
Content strategy document sample page
Content strategy document sample page
image of hand-drawn mockup page
image of a content document page
image of a content document page
AIG page redesigned and repopulated

Content sections in scope -- partial list:

  • Accident & Health

  • Travel

  • Casualty

  • Aerospace

  • Cyber

  • Crisis Solution

  • Construction

  • Energy

  • Environmental Liability

  • Mergers & Acquistions

  • Financial Lines

  • Marine

  • Multinational Solutions

  • Property

  • Motor Fleet

  • Oil & Gas Protect

  • Life at AIG

  • Careers

  • Experienced Professionals

  • Students & Graduates

  • Benefits

  • Claims

  • Winning with AIG

  • Portfolio Solutions

bottom of page