The team from BEX Lab helped us build our content strategy and establish a solid foundation from which we’re able to view the power and opportunity of content differently.
Identifying the areas where we could differentiate has enabled us to engage more deeply and meaningfully with our members, driving trust and delivering brand awareness to a wider audience.
We truly appreciated the way BEX Lab got stuck in. Working at pace, collaborating and iterating off the back of business feedback makes them such a pleasure to work with. They feel like a partner, equally invested in the end result, rather than an agency – one step removed.
I’m so glad they’re who we chose to help us build a roadmap, set us on this journey and are still there to guide us on our way.
HCF Senior Content Marketing Manager
As Australia’s largest not-for-profit health fund, HCF is renowned for the ‘Uncommon Care’ it shows by going above and beyond for its members.
To help sharpen its engagement, HCF needed a content strategy with a laser-beam focus on customers, which it could atomise across paid, owned and earned channels.
The TL;DR snapshot:
- A strategic roadmap was the foundation of HCF’s success.
- We collectively engaged the business early and often.
- Data-led territories differentiated HCF in a largely homogeneous market.
- HCF embedded a new operating model – moving from channel-focus to a customer-led omnichannel approach.
The challenge: Taking a customer-led view and breaking silos
Like most large corporates, HCF produced a huge amount of content across a myriad of channels; but too often it was everything to everyone.
HCF needed to develop a content marketing strategy to unify activity and accelerate commercial outcomes.
To achieve this, it needed to transition from content creation to customer-led marketing.
That’s where BEX Lab came in.
How we approached it: Embedding a laser-beam customer focus
In short, we needed to identify and agree, the target audiences that would deliver the biggest bang for HCF’s buck. And we needed to understand what made these customers tick.
A roadmap for long-term success, if you will.
Once done, we built ‘emotional territories’ to connect with these audiences in a way that met their needs and married up to HCF’s proof points and products.
Equally important was broad business engagement – something that’s all too often missed. Insights from these stakeholders helped evolve our thinking and added a layer of depth that made the strategy stronger.
The solution: Building a long-term growth roadmap
By putting customer insights at the heart of our decision making, we were able to build engagement territories that would ultimately prime for sales.
Making it happen: Embedding ‘Uncommon Care’ throughout the customer journey
HCF’s content maturity has gone from zero to hero in a matter of months and its recent endometriosis and netball content are best in class content marketing example(s).
This laser-beam focus on customers has enabled it to cut through the noise and carve a niche in the market. Specifically, the strategy has enabled them to:
- Articulate where we could embed ‘Uncommon Care’ throughout the customer journey.
- Make data-based decisions about the territories and customers we wanted to target.
- Match content to the sales funnel.
- Improve operational efficiencies.
- Increase content atomisation across multiple channels to maximise ROI.
Don’t just take our word for it.
For results like this,
get in touch:
Don’t just take our word for it. For results like this, get in touch:
