You are Daniela Quintero Salazar, director of content at Seguros Vida Colombiana in Bogotá, for the past two months. The CEO wants the year's content plan by Friday 15 January 2027: COP 80 million, three people and "numbers in July". Before Friday you must decide what the brand will talk for: to teach, or to sell.
The situation
Seguros Vida Colombiana has sold life and health insurance since 2007 to urban professionals aged 30 to 55 earning more than COP 5 million a month. The brand is known, but surveys call it "traditional" and perception stands at 50 out of 100. "I want to stop being the insurer of people's parents," the CEO, Hernando Villamizar Rey, has told you.
The programme starts from zero: the blog has no traffic of its own and no lead has yet come in that way. The annual budget is COP 80 million, and the team is three people: Camila Ortiz, editor; Andrés Lozano, videographer; and Valentina Ruiz, community manager. Across the street, two digital insurers, Cubrix and Resguarda, sell online with visible prices, and two banks, Banco Montealto and Zarpa, publish every day on content budgets 10 to 50 times yours. Montealto has some 2 million followers; Seguros Vida, about 50,000. The CEO has mentioned a figure for the blog: 5,000 visits a month or more.
Everyone pushes a different way. Ortiz argues for long articles on retirement and family protection, the topics people search for online and that stay relevant for years. Óscar Mejía Duarte, the sales director, wants policy comparisons, demos and testimonials: "My advisers need people ready to buy, not readers." The media agency has already left its draft for paid media; what nobody has decided is how much of the content will teach and how much will sell.