Allstate Protection Plans (APP)

At Allstate Protection Plans (APP), traditional social media channels are focused on providing our award-winning service to customers who need it. Those channels serve to answer questions and connect with customers, so they do not require traditional content plans or calendars. Where Allstate Protection Plans can execute digital content plans, campaigns, and amplify content pillars is the company’s blog. Housed on the recently redesigned award-winning website, the blog serves as a space for APP to be a thought leader in caring for and prolonging the lives of the products we all rely on every day, from smartphones to outdoor furniture to stand mixers. The APP blog team creates a content calendar based on seasonal themes, company expertise, and topics that resonate with the audience based on search, traffic, and pageview metrics. The goal of the blog is not to sell protection plans, but rather to show people how to get the most out of their things thoughtfully and sustainably. Kelsey and Gabriella joined Allstate Protection Plans at the same time in 2020. They both immediately saw opportunities to strengthen the blog’s production schedule, create content pillars and tie the blog content to those pillars, invest time in editing, introduce a content management system, focus on SEO optimization and keyword research, and uplevel the quality of the writing. Under Gabriella and Kelsey’s leadership with the implementation of the above strategic shifts, the blog has driven +45% Pageviews YoY in 2022 vs 2021 and a 3 ppt improvement in bounce rate. Between 2021 to 2022, the blog drove +19% pageviews YoY, +39% time spent on page