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Content Strategy Execution

Executed a mutli-national, multi-product 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 content overhauls and needed extra hands to help organize, prioritize and rewrite content in as efficient a manner as possible. 

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Respect and clarity for distinct audiences

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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 brochures for the digital space 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 does 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.​​ 

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Scalable solutions

 

Consistency was a priority for AIG, so we built a core template that's executable for all risk solutions (with space for minor deviations).

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

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

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