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How Insurance Companies & Agents Can Use Content Marketing

Posted by Emily Hegland on May 9, 2019

In the age of the Internet, content marketing is key. From social media to web platforms to email, there are so many avenues you can use to share branded content. If you’re not taking advantage of this, you’re falling behind.

As an insurance company or an independent agent, you should use content marketing in order to build authority, increase exposure and offer help to your customers. To get started, take a look at these four forms of content that you can incorporate into your marketing plan today. 

Start a blog

Blogging is a great way to establish your authority within the insurance industry. You can use your blog to demonstrate your expertise and offer help to your customers. Better yet, it’s a way to show your customers you care. Plus, when you post regularly, you'll drives traffic to your website, which can eventually turn into leads. Research keywords and topics that you can cover to boost your ranking in search engines. This will help more prospects find your website online.

Not sure what to post? Start small and find your voice. Simple “how to” guides and numbered lists are an easy way to educate your readers — and they can scan these posts quickly. If you need some inspiration, take a look at this list of insurance companies with successful blogs. It all comes down to what your brand’s voice sounds like. Maybe it’s friendly neighbor with advice for every facet of life. If so, you could share road trip tips and even recipes from time to time. Or if you’re brand is a knowledgeable and trusted insurance guide, your blog posts could get into the nitty gritty of filing a claim, budgeting for a move and weatherizing your home for winter. Whatever it is, find your voice and stick to it to cement your brand persona.

Leverage email as a content channel

Email is a versatile channel that can be used for all sorts of messaging. On a fundamental level, you can use email to nurture leads. Once you have conversions, you can follow up with welcome emails to establish familiarity and keep your brand top of mind. Think about how you can share helpful content with your customers through email. You could create a newsletter with links to recent blog posts and helpful insurance links, like where to file a claim or a local agent’s contact information. Finally, you can use your list of customers to promote new products and services as you roll them out.

You’ll get the best results when you segment your email list to send personalized messages that resonate with your customers. For more on segmentation, look at our blog on three ways AI can improve your marketing efforts. AI-powered platforms can create hyper-segmented lists that deliver highly personalized messages. Consider investing in this kind of software to get results. Not to mention, email marketing is extremely cost-effective. In fact, email marketing averages an ROI of $38 for every $1 spent (source).

Use social media wisely

You can use your social media channels to engage your audience and drive traffic to your blog. Incorporate your blog into a short-form post by pulling out single tips from a numbered list, followed by a link to your post. Use these channels in tandem with your other avenues to repurpose content so readers can click through to see the rest. This can help your content reach a wider audience.

For a more in-depth look at how your insurance company can use social media, check out these 4 useful social media techniques for insurance companies.

Engage customers with video

Videos create more engagement on your social channels. In fact, audiences are 10x more likely to engage, embed, share and comment on videos than other forms of content (source). So, make use of this format to explain your coverage options and communicate the value of insurance to your prospects and current customers. You can even create customer testimonial videos to showcase your service level and commitment.

Well-made video content will also boost your legitimacy. Whether it’s an animated short, slides of text or a live action recording, your brand will look polished by posting this content. Plus, you can repurpose videos on your blog, social media and email channels to get the most traction out of your content.

For even more ideas on content marketing, download J&C’s free Content Marketing eBook.

Topics: Content Marketing, Digital Marketing, Insurance Marketing

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