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Reimagining Content Strategy for MagMutual.com

MagMutual, a medical malpractice insurance company, found that a collaborative agency partner with high-level Drupal expertise was critical to bring existing projects and new ideas to life.

Project Highlights

MagMutual partnered with Mediacurrent to define their business objectives with Drupal:

  • Create a responsive site to reach a growing mobile user base
  • Increase content marketing effectiveness; earn recognition as knowledge experts 
  • Modernize design and overhaul SEO to capture a wider audience 
     

Now, the transformed site features a fresh approach to content strategy with a Learning Management System integration to engage current customers. The responsive, easy-to-navigate design has launched to critical acclaim.
 

  • 101 %

    Increase in mobile organic search.

  • 45 %

    Increase in new users.

  • 500

    The number of submissions received through the online contact form since launch.

  • 40 %

    Increase in keywords rankings since January 2018.

  • 55 %

    Increase in the number of keywords on page 1 since January 2018.

  • 77 %

    Year over year increase for year to date traffic.

Digital Strategy

Freeing Gated Content

MagMutual had a vast wealth of learning content — a unique advantage over their competitors. However, most of this content was hidden behind a login. To optimize existing gated content, we released a big slice of it to be accessible without login credentials. This strategy improved user experience and SEO to drive new traffic.

Strategy and Design

Designing for Optimal UX

To increase user engagement, social sharing, and the rate of return visits, user personas profiles were created to understand decision makers’ values and informational need, providing a roadmap to guide structure and design decisions. The improved site architecture brings a more streamlined flow for users to complete their goals such as learning about products, obtaining insurance quotes, purchasing insurance, signing up for Continuing Medical Education Credits and contacting a representative or agent.

 

 

Conversions

Conversion Paths

Clear paths direct users to purchase insurance. Combined with an integrated marketing automation system, the ‘contact us’ form, account sign up, and special content offers guide users through the sales funnel and generate leads. 

User Login

Improved Login and SSO

Enhanced Drupal user profiles with LMS integration offer SSO to Bridge (MagMutual’s LMS) and UpToDate, an information resource for medical professionals, solving for a once cumbersome login process that blocked user engagement.

Personalization

Personalization

We implemented content recommendations based on customer type and planned a phased content personalization strategy to fully target users with the right content, at the right time.

QuoteIcon of Quotation Marks.

I really like that Mediacurrent has a broad skill set - including SEO, UX/UI, and Strategy. Mediacurrent has done a great job managing our budget and bringing various team member’s expertise on board when needed.

Sallie Graves CIO, MagMutual

Automating Lead Generation

A marketing automation audit ensured that MagMutual’s data management system is streamlined between Salesforce, Pardot and Drupal, optimizing their data and lead management process and increasing overall conversions. Mediacurrent also configured the Webform and Pardot modules and provided training and testing to ensure proper lead flow between systems.

Meanwhile, a Drupal-tailored SEO strategy has increased traffic while monthly goal reports in Google Analytics show improvement areas like conversions and user engagement to track ROI.

Creating A Better Learning Center

Ten learning management systems (LMS) were evaluated as a replacement for MagMutual’s antiquated online learning platform. Mediacurrent built a custom integration with the new Bridge LMS platform allowing MagMutual’s customers to see their enrolled courses, progress and certificates from Bridge on their Drupal user profiles. Drupal now serves as the main hub for the user learning experience.

Final Thoughts

Mediacurrent's project management approach and code review methodology delivered scale, speed, and efficiency to develop a website that is primed to support MagMutual’s business goals. The next project phase will continue to emphasize personalization, serving content highly specific to users needs. 

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