Firing Up a Content Powerhouse
In 2017, Kin set about upending the homeowner’s insurance market in Florida, launching an online application that took mere seconds to complete. Its backend technology used machine learning to streamline tasks that used to require painstaking work on the part of agents. And it had a plan for keeping hard-to-insure Florida properties protected.
The only problem was, Kin was a brand-new company. It had virtually no name recognition, and it needed a critical mass of customers to make its offerings work. So the Kin team turned to Propllr for support.
Challenge: Establish Trust and Visibility Among Florida Homeowners
The classic tension for insurtech startups is balancing the promise of what their technology can do with the lack of name recognition they have as new entrants in the insurance space. Insurance consumers understandably want to know they’re buying protection from an established brand that will be there when they make a claim – which often happens, in the words of Kin’s CEO, “on the worst day of their life.”
Strategy: Build a Helpful, Informative Content Library
In tandem with Kin’s in-house content and SEO team, Propllr developed informative blog posts and long-form guides to answer the questions potential Kin customers had and to demystify the many confusing concepts homeowners have to navigate to protect their biggest investment.
Over the course of our partnership, we created several pieces of content that still drive thousands of visitors to Kin’s website every month.
Results: Visibility, Traffic, Revenue
After two and a half years, Kin’s organic traffic was driving so much revenue that Kin opted to hire a full-time, in-house content marketer to replace Propllr. While we were naturally sad to part ways, we were delighted that our work had been so instrumental in creating the traction that Kin needed with its target customers.
Today, Kin is a powerhouse in its niche, providing homeowner’s insurance for residents of Florida, Texas, Louisiana, and five other difficult-to-insure states.
Figure 1: Kin’s growth in organic keywords and traffic during its years (Jan. 2017 – April 2020) working with Propllr
Figure 1: Kin’s growth in organic keywords and traffic during its years (Jan. 2017 – April 2020) working with Propllr
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