SunLife Canada, the financial services company, has joined the growing ranks of companies producing non-marketing content. The effort, BrighterLife.ca, provides text and video – with infographics coming – to help people looking for information on how to handle a variety of financial situations. And the material is not designed to pitch SunLife services or products.
In this FIR interview, co-host Shel Holtz speaks with SunLife Assistant Vice President Darin Diehl, who is responsible for BrighterLife, about the origins and goals of the site, its performance to date and plans for its future.
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About our Conversation Partner
Darin Diehl is currently Assistant Vice President, Canadian web sites at Sun Life Financial Canada. His role is largely focused on digital content strategy and he leads the team that produced the recently launched brighterlife.ca – a social media-powered, consumer-focused portal.
Prior to joining Sun Life in 2010, Diehl was Publisher and Executive Editor at the investor social networking site, Stockhouse.com. He spent five years at Rogers Publishing, where he was Executive Editor and Associate Publisher of Advisor.ca. During the 1990s he was part of a team at Global Strategy mutual funds that created an innovative practice management and news service for Canadian financial advisors. He started his career as a broadcast journalist at Standard Broadcast News where he rose to National News Director.
Connect with Darin on Twitter: @DarinDiehl.
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(Cross-posted from For Immediate Release, Shel’s and my podcast blog.)