Allianz

About Allianz Australia

Allianz is one of the world’s largest insurers and has served Australian customers for over a century. With more than 3 million policyholders nationwide, Allianz Australia sought to strengthen its digital presence through content that would not only inform but also engage and convert. They turned to Metrix to help drive this initiative through a performance-focused content marketing strategy.

Challenges

While the Allianz team was supportive and aligned on the project’s goals, the challenge lay in producing content that was both high-quality and far-reaching. The key hurdles included:

• Reaching a Broad Audience – Creating content that appealed to both personal and commercial customers across different insurance products.

• Elevating Content Quality – Much of the existing blog content was outdated or too generic to resonate with users.

• Balancing SEO with Brand Voice – Optimizing for search without compromising brand integrity or clarity.

Approach

Metrix focused on a strategic revamp of the Allianz Australia content ecosystem. The objective was to drive qualified traffic while strengthening trust and thought leadership in a highly competitive industry. We audited existing content, established a clear content calendar, and embedded performance-focused SEO best practices into every article.

Strategy & Execution

Our team executed a data-backed content marketing plan tailored to Allianz’s goals:

• Content Redesign – We rewrote and restructured underperforming blogs and developed new pillar articles aligned with customer interests and search intent.

• SEO Optimization – Keyword-rich headings, meta descriptions, and strategic internal linking improved the discoverability of core pages.

• Engaging Visual Assets – We incorporated branded infographics to make complex insurance topics easier to understand and shareable across platforms.

• Distribution Strategy – Content was supported with paid promotion and organic amplification to ensure it reached the right eyes at the right time.

Outcomes

Allianz Australia’s content strategy evolved into a key acquisition and engagement driver. Traffic to the blog increased consistently, driven by stronger SEO rankings and better content structure. Audience engagement improved, and users spent more time consuming the content, building greater brand trust and long-term loyalty.

Key Results

64

%

Increase in organic blog traffic

39

%

Growth in average time spent on content pages

52

%

Boost in engagement from infographic-led articles