Insurer launches brand journalism site to speak directly to customers

New websites WorkWell and WorkLife use brand journalism tools to expand their audience, from employees to consumers. The sites are bringing in new eyeballs, too.

Should companies offer women paid menstrual period leave?

Where would you find America’s hardest-working employees?

Is that lump on your noggin left by a wild swing of your buddy’s golf club more than just a harmless bump?

Answering such questions are the disability insurance company Unum and its subsidiary Colonial Life, which have joined the brand journalism stampede with twin websites, WorkWell and WorkLife.

This week the two launched those sites full of stories about workplace issues, career development, benefits packages and healthy living tips. Combining newsjacking strategies with benefits information, the insurance companies seek to create content for an audience of consumers, journalists and sales representatives.

WorkWell and WorkLife—which co-publish many of the same stories—were created amid dynamics familiar to others who have started corporate news outlets.

Downsizing newsrooms

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