Content Marketing Guide for Insurance Companies
Content Marketing Guide for Insurance Companies
You’ve heard by now that content marketing can help grow your insurance business, but have you added this strategy to your arsenal? You may be too busy to keep up with a blog, or you may think that insurance writing is too dry to attract an audience. Perhaps you simply don’t feel comfortable writing professional content.
Despite these reservations, the time is right to bolster your bottom line with insurance content marketing. Here’s what you need to know about creating an actionable strategy with the help of experienced content gurus.
Why Insurance Content Marketing?
In the 2018 report Digital disruption in insurance: Cutting through the noise, consulting and research firm McKinsey & Company stressed the importance of a digital transformation for insurance companies to survive and thrive. In addition to technology upgrades and online service platforms, the report indicates the critical need for clear, understandable communication about a company’s products and services.
A comprehensive, consistent content marketing strategy can provide the details your customers expect while reaching them on the apps and social media platforms where they spend time online. Consider these numbers from the magazine IA: Insight + Analysis for the Independent Insurance Agent:
- Companies who post regular blogs and other content receive 97% more customer leads than brands that do not engage with customers online.
- Ninety percent of consumers find value in custom content distributed by brands.
- Seventy-eight percent of consumers think that brands that release custom content are interested in building good relationships with their clients.
- Sixty-one percent of consumers say they have greater trust in and are more likely to buy policies from insurance companies that provide custom online content.
- Sixty percent of consumers report they feel more positive about a company after reading its custom content.
Industry expert Neil Patel adds these statistics:
- Content marketing costs three times less than traditional marketing methods and generates 62% more leads.
- The average conversion rate for companies that use content marketing is 2.9%, compared to just 0.5% for companies that do not rely on content marketing.
We know you can’t ignore numbers like these. If you’re convinced of the power of online marketing, follow this guide to develop a strategy that works for your business.
1. Consider Your Target Audience
You can’t write effective content if you don’t know who your audience is. Ask yourself these questions about your target client base:
- What are the demographics of my desired audience?
- What are their behavior patterns?
- What sites and apps do they frequent?
- What are the factors that motivate them?
- What insurance problems do they face?
- How can we provide content to help solve these problems?
The answers to these questions will form the basis of your firm’s content marketing strategy. If you sell policies both directly to consumers and to insurance brokers that sell these policies to their clients, you will need to perform this analysis for both audience groups.
2. Offer Educational Content
Too many insurance firms create content focused on selling their products. To succeed in content marketing, you must provide content that offers value to the client. Although education about insurance topics is worthwhile, you can mix it up with content tangentially related to your industry.
Farmers Insurance offers a shining example of how to implement this strategy with their Inner Circle site for consumers. In addition to education about insurance policies, plans and products, Farmers provide lifestyle advice about home and car care, travel and other areas not directly within the industry wheelhouse.
Consider these smart content ideas for your insurance blog:
- Current affairs: What’s going on in the news, and how will it affect the insurance industry and your clients’ financial outlook?
- Frequently asked questions: Engage with your audience by requesting their most common insurance questions. Create a weekly feature answering some of the most interesting requests.
- Local events: Let your readers know about fun activities planned in your service area. This is also a great way to network with the organizations and businesses hosting these events, thus further extending the reach of your content.
- Seasonal information: Teach your readers how to plan a road trip for summer, winterize their garage for winter, prepare their garden in spring and get kids ready to go back to school in the fall.
3. Be Consistent
According to data from Patel, 60% of companies with successful content marketing programs post content every day. The more your readers come to expect worthwhile information, the more they will follow you on social media and engage with your posts. Consistency is the most important factor in building an online audience.
4. Use Multiple Channels
Just because your firm posts occasional content on Facebook doesn’t mean you have a social marketing strategy. Creating diverse types of insurance writing and disseminating your posts everywhere from LinkedIn to Google News and beyond will help you reach customers and potential customers where they hang out online.
Spreading your posts far and wide doesn’t necessarily mean multiplying your workload. Repurpose each piece of content in a variety of ways for maximum reach. Formats that may spark inspiration include blog posts, website content, podcasts, videos, infographics, white papers, e-books and FAQ sessions.
Don’t forget to optimize your content for mobile. A report from Nielsen indicated that 40% of insurance purchase research is conducted on mobile devices, with 25% of customers exclusively using a smartphone or tablet for this purpose.
Include Calls to Action
Your content marketing shouldn’t read like sales brochures. Remember, it’s all about engaging your audience by providing solutions to the problems they face. However, even educational content should include a call to action that makes it easy for readers to take the desired next steps.
CTAs should be written with clear, direct language and include a link to your contact page or another way for potential clients to contact you with the push of a button. For the most leads and best conversion numbers, make CTA buttons and forms eye-catching and easy to follow.
Get Insurance Content Marketing That Works
At BKA Content, we help clients in the insurance industry harness the power of content marketing with high-quality content targeted to their audience. Our content shop is ready to help with your insurance writing needs both large and small, boasting a team of professional writers trained in SEO best practices. Contact an account manager today to learn more about how we can help your firm shine online.
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