Overview
Renowned Australian insurer AAMI has leaned on Avion’s content strategy and copywriting expertise for more than 7 years. During this time, we have partnered on many projects to produce compliant, engaging, and SEO-led content.
One notable project that we have delivered is the creation of new content for a range of key product, category, and FAQ pages.
Process
Utilising tools like Confluence and Jira, we developed an effective working protocol to deliver our SEO and OX-led web content across car, health, and public liability insurance. It was essential to write with compliance in mind—a unique challenge for financial services writing. Getting product details wrong and failing AAMI customers was simply not an option, which is why our Avion eagle eyes really came to the fore.
AAMI could rely on us to create web copy to engage customers at various stages of their journey and life stages, all in a fun, fresh (sometimes cheeky) and consistent brand voice. To do that required us to work fluidly across Marketing, Product, and OX and refer to our learnings through each stage of the project.
Results
Offering clear solutions for AAMI customers while accurately presenting product details in a simple, relatable voice had its challenges. It involved great project management skills and an ability to communicate quickly and openly at every stage of the process.
