Content Strategy Forum Conference 2014 Frankfurt, 1-3 July


Alenka Bester
Inga Batur

How to spice up a traditional brand with content marketing

My colleague and I would like to give a hands on talk on how we deal with Content Marketing in our company. The Triglav Group is the leading insurance-financial group in Slovenia and one of the leading groups in South-East Europe. With headquarters in Slovenia and eight different markets our business is based on insurance and asset management. We are a conservative company and are perceived by the public as such. This is even enhanced by the fact that our majority shareholders are state funds, which is why we are highly regulated and need to be very transparent. On top of it, our customers usually associate us with negative feelings – being the ones who only want more premiums while never paying enough for the claims.

At the beginning our presentation will address the challenges we faced when we ventured into the field of Digital communication. Starting off our main goal was to soften up our image, while still trying to reflect our core values in our online presence. We will address how despite the hurdles, we managed to accomplish the goals such as standing out from the crowd online, being social while staying true to ourselves. The right approach was using Content Marketing. But we realized it hasn’t only changed the way we are perceived from the outside, it brought along the change within our company.

So, the Content Marketing strategy and its cornerstones had to include all the developments. We utilized the following tools: website as the platform for publishing our content, regular newsletter both for internal as well as external public as the extension of our website, focused on providing valuable content and less about plain sales. And the use of Social media as a channel to better promote our content across the web and build special communities with both our employees as well as other stakeholders.

At the end we realize that Content Marketing is constantly evolving and we would like to point out the challenges we all might be facing like: how to get more involvement from the employees in the process of creating content, turning seemingly boring topics into valuable and engaging posts, finding the formats that work best and how much is too much, as to avoid the infamous content shock. Staying on top of the change has in our own experience got us from cautious content marketing beginners who have only tested the waters, to industry leaders in this field in Slovenia.


Alenka Bester, Zavarovalnica Triglav

Inga Batur, Zavarovalnica Triglav