a.s.r. regularly publishes content for their target audience on topics such as sustainable employment practices and employee well-being.

The goal of this research was to understand:

• Which content types are most relevant to small business owners? What topics they are most interested in?
• In what ways do they see a.s.r. as an expert on different topics?
• How can a.s.r. make content more relevant, clear and action-oriented to engage this professional audience?

a.s.r. adjusted the focus of their business content based on the insights and increased engagement, implementing these insights into their content strategy:

• The personal tone and content on trending topics appeal to SME business owners.
• Some examples were perceived as too general or lengthy.
• Participants suggested making the articles shorter with concrete tips and actions.
• a.s.r.’s role as an expert in this field should be more prominently featured.