Case Study

Creating a Content Strategy Aligned with the Customer Journey

SEO Optimization, Content strategy
Europ Assistance Belgium


Europ Assistance, part of Generali, is one of the largest insurance providers in the world. The company offers travel insurance, cancellation insurance, roadside assistance and operates through 33 countries around the world. We are the lead digital agency for the Belgian market.


The existing content strategy didn’t allow to approach potential customers at different stages of customer journey, which meant they didn’t get the right message that could inform them about EA products.


Having clarity on which content goes where was major go for this project.

Using Machine Learning we automatically classified most of the content in the right funnel stage. On top of that we created a plugin that could connect to the environment and allowed publishers and copywriters to classify future content picies.

Now we know what goes where and we can start creating more think stage content, create product landing pages per country, product landing pages.


We have successfully created a content strategy that will help visitors to find the information they need at the right moment of their journey.

Keeping in mind that creating articles based on the SEO principles is essential for generating organic traffic on the website.

However, classifying which articles are at what stage of the funnel is as even relevant. Our knowledge allowed us to analysis which stages of content where missing. We are continuing to fill the gap step by step.

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