Project Overview:

REX MEDIA partnered with Europ Assistance Belgium, part of the Generali Group and one of the largest global insurance providers, to develop a content strategy aligned with the customer journey. The existing strategy lacked the ability to address potential customers at different touchpoints, resulting in a disconnect between the content and user needs.

To solve this, we implemented a Machine Learning-based solution to automatically classify most of the existing content by funnel stage. Additionally, we developed a plugin that integrates with the publishing environment, allowing editors and copywriters to classify new content effortlessly.

This approach empowered Europ Assistance to identify content gaps, optimize user experience, and drive organic traffic by creating relevant articles and landing pages tailored to different funnel stages and geographies.

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‍Objectives:

1. Align content with the different stages of the customer journey to improve engagement and conversions.
2. Increase organic traffic by creating SEO-optimized articles and landing pages.
3. Enable internal teams to manage and classify content efficiently using smart tools.

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Scope of Work:

• Implemented Machine Learning models to classify existing content by funnel stage.
• Developed a custom plugin for internal use to classify future content pieces.
• Identified gaps in the content strategy and created a roadmap to fill them.
• Created landing pages per product and per country to target user intent.
• Ensured all new and existing content followed SEO best practices.
• Collaborated closely with Europ Assistance’s team to train and align content creators with the new system.
• Measured improvements in user navigation, content relevance, and organic search performance.

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Results:

We successfully implemented a content strategy that bridges the gap between user needs and business goals. With clearly defined funnel stages and optimized content, Europ Assistance Belgium can now:

• Deliver relevant information to users at the right stage of their journey.
• Easily manage and scale future content production using internal tools.
• Improve SEO performance, resulting in increased organic traffic and higher visibility.
• Continuously identify and address content gaps to support long-term growth.

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