Content is king and I'm the kingmaker

I'm a content person, through and through.

I consume it, create it religiously, and have an almost annoying confidence in my taste.

Good content isn't manufactured—it's felt. Even the most informative content should entertain, and even the most entertaining content can inform. And this sensibility guides everything I create.

Substance with Style

My content philosophy centers on creating pieces that matter—content with substance, perspective, and craft. Each post was developed with intention:

For my audience: Created specifically for the needs and interests of our target segments

For the business: Designed to drive specific business objectives, from thought leadership to lead generation

For me: Crafted with attention to writing quality, visual design, and overall execution

Content Strategy at Plum

Plum's social channel to win was LinkedIn, and I helped them win it. Not just the posting calendar or the metrics dashboard — the soul of it. I built a strategy around some strategic content pillars that helped us stand out.

1. Product Focused Content
2. Insurance Focused Content
3. HR Focused Content
4. Health Focused Content
5. Employee Branding and Company Culture
6. Partner Spotlight

Product Focused Content

We're a tech company as much as we're an insurance company, but our product features weren't getting the social spotlight they deserved. I took the initiative to create product-focused content that introduced and familiarised our audience with our platform's capabilities.

A significant portion of our LinkedIn followers are HR leaders and founders—the exact decision-makers we need to impress. I used creative formats to demonstrate functionality and why what we are building is useful for them. It demystified insurance tech while positioning Plum as innovative and user-focused. By showcasing our product through entertaining, delightful, and informative content, we could gently nudge them toward conversion without explicit sales messaging.

It educated prospects about our capabilities and gave existing customers more reasons to fully utilize their membership.

Insurance Focused Content

Let's face it: insurance is inherently boring. Transforming complex insurance concepts into content that people actually wanted to consume was a challenge because, first, this wasn't a familiar industry. It's not something you have deep knowledge. This was a huge learning curve and a tonne of context gaining. All this helped me form analogies and concepts around it that people could relate to it.

All that learning helped me form analogies and concepts that people could relate to. Having a flexible sense of humor proved invaluable—insurance deals with important matters (health, protection, security), but that doesn't mean the content discussing it has to be dry. I found the balance between respecting the seriousness of the subject while making it delightful

By making insurance genuinely interesting and entertaining, I differentiated ourselves in a pool of forgettable corporate content.

HR Focused Content

HR professionals are our primary audience, but they're people too—they want content that's useful and entertaining. Whether explaining complex benefits structures or showcasing wellness programs or communicating how Plum can be of use to make their life easier, this content demonstrated that we understand the human side of human resources.

I also create thought leadership content that addressed the evolving nature of modern workplaces. This content explored the intricate relationship between employee wellbeing and organisational health—challenging traditional perspectives while offering fresh insights. I wrote about topics like the shifting employer-employee social contract, the changing nature of workplace benefits in the post-pandemic era, and the measurable impact of holistic wellness on company performance.

Health Focused Content

We didn't just want to be known as an insurance company but also as a healthcare company. With recent improvements on the tech side of things related to health and wellness, we wanted to keep reminding folks that we genuinely care about their health. So I had to make content that was different—that wasn't the typical protein talk by fitness bros (although I love Bryan Johnson).

Healthcare content traditionally swings between overly clinical and superficially motivational. I did not want to take that direction. Plus, we didn't have a lot of time or resources to do elaborate video content. I made the best out of what I had and still managed to create engaging health content that stood out.

Positioned Plum as a thoughtful healthcare partner rather than just another insurance provider talking about wellness in generic terms. Created engaging and thought provoking health content that stood out without big production budgets.

Employee Branding and Company Culture

Plum's manifesto is that talent is moat, and the best way to show that is how we put our employees first. We also wanted to demonstrate that health and wellness are deep-rooted in the culture we build, not just something we sell to clients. I developed three distinct types of employer branding content that showcased our values authentically.

Work Excellence: Some of the people I work with are mad talented and cracked folks, so I shared their learnings and insights with my audience. This content highlighted our team's expertise while positioning Plum as a place where brilliant people do their best work.

Health & Wellness Wins: Celebrated personal and team health achievements—like marathon completions—because we have a tight fitness community that runs a lot. This showed that we genuinely live the wellness values we promote to our clients.

The Fun Stuff: Everything from rejected designs to behind-the-scenes moments that let us have fun without losing brand alignment. This content humanized our brand and showed the personality behind the professional work.

I wanted to showcase our "talent is moat" philosophy while demonstrating authentic culture rather than corporate theater. Built trust with potential employees and clients who could see we practice what we preach about health and putting people first.

Partner Spotlight

I launched a monthly series highlighting our Plum Perks partners. Beyond standard partnership announcements, these spotlights created a win-win-win scenario: our partners got visibility, our audience discovered valuable wellness resources, and Plum strengthened its healthcare positioning.

This content helped us reach a wider audience by leveraging our partners' LinkedIn networks (many founders and wellness brands with established followers). It caught the attention of other potential partners who wanted similar spotlights, creating a pipeline of new collaboration opportunities. Most importantly, it regularly reminded our customers about the comprehensive wellness benefits available through Plum.

How to Win Friends and Make Them Love Content

Creating this content ecosystem required more than just clever writing—it demanded relationships across every function.

I made content creation painless for internal folks while making them look brilliant. I developed a process that respected their time while extracting their insights, turning brain dumps docs and huddles into polished content that made everyone look good.

Having ‘cross-functional charm’ meant I could access the insights that made our content authentic and valuable. I maintained a content calendar that balanced our content flow and work flow while remaining flexible enough to capitalise on trending topics and company announcements.

Every piece of content I created worked harder for us to driving meaningful engagement engaging the people we want to serve. I built a linkedIn presence that attracted the right audience and nurtured relationships.

Numbers

In case you skipped to the end

• Grew followers and reach above 90+% in 8 months

• Built comprehensive content strategy across 6 pillars

• Owned end-to-end LinkedIn channel strategy

Content Outside of the Office

I also make content for myself on Twitter and Instagram. I use both of these platforms as a digital journal. I love making videos and taking pictures. I am not consistent but my videos bring me a lot of joy. The entertainment value of content isn't just a professional consideration for me—it's personal.

I also tweet and have some hits.