Content strategy for Cigna CareAllies

CareAllies needed a creative partner to revamp its online presence with an elevated website and marketing communications that matched its positioning as the top value-based care service provider.

APPROACH

Competitive analysis & content strategy: After a comprehensive competitive analysis and a series of user and stakeholder interviews, I synthesized the insights to create a content strategy document with actionable recommendations to build a cohesive and engaging narrative backed by industry best practices that connect strongly with its audience.

Information Architecture: Based on insights from the user interviews, a deep dive into their SEO performance, and a review of their sitemap, I constructed an IA that ensured every site visitor finds what they need and leaves with a comprehensive understanding of CareAllies.

Brand narrative: Refined CareAllies' brand narrative to a crisp, assertive pitch that cements their status as leaders in value-based healthcare solutions. I wrote copy and created wireframes for each page of the website, which was then designed with a modern, organic look.

Custom content for varied audiences: Developed customized messaging and landing pages for each CareAllies demographic — providers, health plans, brokers, and patients — spotlighting the unique benefits for each group.

SEO: Conducted a comprehensive SEO analysis of the Resource section on the CareAllies website to enhance organic traffic.

  • Identified key areas for content optimization and rewriting based on the insights gathered. Our SEO experts meticulously reviewed each existing blog post, assessing keyword optimization and ensuring alignment with user search intent.

  • Developed and implemented a roadmap that included updating content, optimizing for new keywords, and creating internal links between articles.

Blog implementation

  • Optimized and migrated into a new CMS a total of 73 content items, including articles, podcasts, videos, webcasts, white papers, original research, infographics, and fact sheets for CareAllies' blog hub.

  • Created high-quality, expert-driven articles based on thorough research and interviews with subject matter experts.

RESULT

  • Significant improvement in organic traffic

  • 100% score in SEO during UAT testing

  • Reinforced CareAllies' position as a thought leader in the marketplace