Photo Credit: beheardaustin.com, Ed Lallo

High Road’s Katherine Fletcher teamed up with Sun Life Financial’s Darin Diehl this week, to talk about the power of content marketing at the IABC World Conference in Chicago.

If you weren’t able to attend the conference, IABC’s Ed Lallo published a great summary of some of the insights shared.

He writes:

“The digital audience is become more sophisticated daily.  Setting up a static site where the information doesn’t change, or buying advertising and clicks, is ‘so yesterday.’  Every company is now a media company.

 

‘Companies must think like publishers to strategically use social media and engage third-party influencers – all in an effort to support overall business goals,’ explained Darin Diehl, assistant vice president of digital communications for Canada’s Sun Life Financial, to more than 150 attendees at the IABC World Conference in Chicago.  To enable the company to tell their story to a wider audience, the company created BrigherLife.ca.

 

According to Diehl, and his co-presenter Katherine Fletcher, a senior vice president at High Road Communications, BrigherLife.ca is a consumer-focused portal for sharing ideas about money, health and family.  Through the use of content and tools on finances, health, family, working life and retirement, the website and its social extensions provides a forum to engage Canadians in the context of the practical challenges and opportunities they face in their everyday lives.”