Like any other business, your insurance agency should combine various marketing strategies to see the best results. This includes content marketing. You likely know that content marketing is related to your blog, but how do you create a content marketing strategy, and how do you advertise that content? The following tips should get you on the right track.
Infuse Personality Into Your Brand
Insurance has the challenge of not being a topic that most people consider “fun.” But with the right personality and tone, you can make your content more fun than it would otherwise be. Just because you’re talking about a serious topic, that doesn’t mean that you can’t have fun with it and make it entertaining and engaging! Add your own twist and show off your personality as you create content.
Tell Stories to Keep Things Interesting
One great way to show off your personality and keep things fun at the same time is via stories. You can choose the tone you want to take with these stories and what types you want to share. Maybe you want to share inspirational stories about how insurance has changed your clients’ lives. Or maybe you want to be entertaining by sharing the weirdest situations your clients have found themselves in that resulted in a claim.
Solve Your Clients’ Problems Via Content
When you first start thinking about your blog or articles, you will likely think of insurance-related topics. While those are a good starting point, they can also sometimes come across as too pushy or salesy.
To reduce this effect, add some other relevant articles to the mix. For example, if you sell auto insurance, you can create the expected posts about how to choose an auto insurance policy but also add other relevant ones, such as how to prepare for a road trip or how to maintain your vehicle. Think about what problems your clients have and create content that gives them answers.
Don’t Forget About Other Types of Content
While written content has historically been the main focus of content marketing, it’s not the only option. For example, consider creating video content.
Video Content
While more insurance agencies are creating videos, there is still plenty of opportunity for your agency to stand out. This is also a great way to fit the varying expectations and preferences of your clients. After all, many people prefer to watch content than read it. Videos also tend to be more shareable, especially if you post them on your social media pages.
There’s also the benefit that depending on the type of videos you create, clients will start to feel as if they know you. This is a crucial step for relationship building, which should improve customer satisfaction.
Webinars and Podcasts
Another option is to create a series of webinars or live sessions to share content and give people the ability to ask questions. Some insurance agencies may even want to consider creating podcasts.
Consider Tools as Well
Another great type of content to create is tools that your clients would find useful. The most common would be various calculators, such as home insurance calculators, coverage calculators, or life insurance needs calculators. You can also create quizzes, flow charts, or other tools to help clients figure out what level of coverage they need.
Make Content for All Stages of the Conversion Funnel
As you decide what content to create, be sure that you do so for all stages of the conversion funnel. Depending on the stage of the funnel that potential customers are in, they may want educational content that helps them understand what various insurance terms and concepts mean. Or maybe they are later in the sales funnel and want to learn about what sets your agency apart from the others.
Highlight What Sets You Apart
Speaking of what sets you apart, make sure to create content that highlights the differentiators between you and the competition. Do you have a great client portal? Do you encourage clients to text you any time of the day? Do you have a wider range of policies or more experience? Do you specialize in something and have a niche?
Create Strategic Partnerships
As with any other business, creating strategic partnerships can do wonders for your insurance agency. Find another local company whose clients have shared interests with yours. For example, if you offer homeowner’s insurance, team up with a local home improvement store or local contractor to offer DIY tips for the most common problems around the home.
Or if you want to focus on selling your auto insurance, partner with a local car dealership to share car maintenance tips or even car buying tips.
Remember that this type of partnership lets you essentially double your reach, as you will gain access to the audience of your partner. It is a mutually beneficial way to spread your content and to create it in the first place.
The right content marketing will help you grow your business, but the process isn’t formulaic; get creative and have fun with it, and your customers will enjoy it, too.