Car insurance companies are the ones we rely on when things go wrong, even though only 15% of auto insurance customers have high levels of trust in their car insurance company, according to a report by J.D. Power.
It’s a hard place for insurance companies to be in — even if you’ve provided cheap insurance quotes and high-quality coverage options to Americans for over 50 years, like the leading car insurer, CheapInsurance.com, has.
Stacker helped CheapInsurance.com boost brand awareness and consumer trust by distributing valuable content to thousands of high-authority publishers. Our strategies helped expand reach, improve SEO, and ultimately drive more substantial PPC conversions and organic traffic growth. Here’s how we did it.
CheapInsurance.com Entrusts Stacker to Develop Content & Consumer Trust
For certain industries where trust-building is an essential aspect of the buying decision, online ad campaigns and demand-generation tools may be enough to convert leads.
CheapInsurance.com tackled lead conversion in another way. Over the decades, they have built customer trust by showcasing their partnerships with top-rated insurance companies and leading with empathy. They also educate customers that budget-friendly insurance shouldn’t mean compromising quality, comparing different insurers side-by-side.
But, to continue building trust online, they needed more quality content to distribute widely for third-party web referrals, which would enhance their Pay-Per-Click campaign and organic conversion rates.
How the Process Worked
CheapInsurance.com partnered with Stacker’s newsroom-as-a-service, Connect+Studio, to help them make custom content production and distribution as low-lift as possible. Here’s how the process worked:
- Content strategy development: Stacker worked with CheapInsurance.com to steer their content strategy in the right direction.
- Collaborative content ideation: CheapInsurance.com hand-picked bespoke newsworthy story angles relevant to their industry and left the rest of the storytelling process to the Stacker writers and editors.
- Expert editorial creation & distribution: Stacker’s editorial expertise supported the creation of engaging stories that were optimized and syndicated to Stacker’s innovative, earned distribution platform of almost 4,000 high-authority local and national news outlets.
"Being able to work directly with the Stacker editorial team to ideate headlines and workshop content strategy was a big deal. The ability to collaborate with their editorial team on content strategy was invaluable, helping us refine our approach and eventually create our own stories for distribution.”
- Fausto Bucheli Jr., President at CheapInsurance.com
The Results
- Thanks to the Stacker partnership, 1.4 million readers saw CheapInsurance.com's content and got familiar with the brand.
- The fresh coverage allowed CheapInsurance.com to enhance its online brand visibility and authority significantly, fostering trust with readers and making CheapInsurance.com a recognized name when these readers were ready to purchase insurance.
How Stacker Coached CheapInsurance.com to Steer Its Content Creation
“We learned so much from that process and were able to eventually create our own content for the wire,” Bucheli said. CheapInsurance.com was inspired to take back the wheel of content creation once they had spun up their own in-house content team. This meant they could seamlessly switch to Stacker Connect as a standalone service.
The service distributes brands’ ready-to-publish editorial content on the Stacker Newswire, which Stacker’s team vets for quality and optimizes for timing, engagement, and publishers. After each distribution, CheapInsurance.com receives detailed, real-time insights on the performance of its stories via a self-serve reporting dashboard.
CheapInsurance.com Insured for Success with Stacker
Over 18 months, CheapInsurance.com crafted and distributed 67 stories, like 5 popular retirement activities and the best cities for each. These stories achieved close to 20,000 placements and reached over 5.5 million new readers throughout the US.
Now, CheapInsurance drives hundreds of localized, comprehensive content stories on their blog and Stacker continues to gas up their reach. This boost in reach also created great new downstream SEO value — which drove an increase of 8 points to their Ahrefs Domain Rating and a 3x increase in organic traffic.
Bucheli is eager to explore even more opportunities to continue to grow his business via brand editorial distribution. "Stacker really exceeded our expectations," he says. "Now, we're exploring new opportunities and bespoke solutions to boost our effectiveness even further. The Stacker team has been an amazing partner in our search for growth — always open to trying new ideas and launching new pilots. For brands looking to build trust and thought leadership, I can't recommend Stacker enough."
Read the whole case study to understand how Stacker turned up the speed and quality of CheapInsurance.com’s content, or contact us to learn more about how you can do the same.
Doriane is Stacker’s Director of Marketing. She previously headed marketing departments in various companies, owned a marketing agency for 7 years, and built a startup combining automated marketing workflows with a marketing services marketplace.
Photo Illustration by Stacker // Canva