Content marketing is imperative to the growth and management of insurance companies. It is the best way to increase knowledge of your services and build trust among clientele. Building a solid content marketing strategy does not happen overnight, but there are several sure-fire ways to maximize your long-term growth. Here are some of the most important areas to focus your attention.
1.) Create Original Content
This requires knowing your audience. What do you clients want to know? What information is not easily accessible to them? Identify a problem your clients may be facing and help them find a solution. Depending on the topic, you may choose to share content through emails, social media, or blogs. Each has their purpose. Blogs are ideal for discussing a topic in-depth while emails and social media are ideal for making important announcements or advertising quick figures and statistics.
While blogs and social media posts should discuss issues that are relevant to your audience, emails are the main way to connect one-on-one with clients and prospects. Send personalized emails tailored to their interests. This demonstrates that you as a company are relevant and aware of their needs. It may seem a daunting task, but with sophisticated automation tools, emails can be personalized without having to type up hundreds of individual emails. Just addressing a client by name establishes a greater sense of trust.
3.) Use Visuals
Videos are one of the most effective ways to spread your message, and you don’t need to be a pro to do it. With only a cell phone, you can create informative, high-quality videos to reach diverse audiences. YouTube is a great website to post your content and gain a following. Likewise, infographs are a great way to catch your audience’s eye. Low-cost marketing tools like Canva provide simple ways to edit photos, create banners, graphs, and more. Blogs, social media, and emails will all be better received with some sort of image to accompany them.
4.) Stay in Touch
Whatever route you choose to take, your digital content strategy must be consistent to be effective. You may not instantly have a following, but by generating constant new content weekly, your audience will rapidly grow. Social media posts should be daily or every other day. A suggested timeframe for blog posts is weekly or bi-weekly.
5.) Increase Web Optimization
Once you’ve created great content, you want others to find it. This is where search engine optimization (SEO) is key. After creating your website, you want to ensure that it appears at the top of Google searches. In order to do this, make sure to include keywords in all your content. Keywords should be simple, not overly wordy, and reflect the main subject matter of your content. Choose words that pertain to your business, brand, and anything other defining features.
6.) Define Your Brand
To stand out, your company needs to be easily recognizable. This could mean having a catchy slogan, an easily recognizable logo, a distinct web page, and so on. All of your content should in some way tie back to this brand image. This way, when clients receive great advice about insurance, they associate everything they’ve learned with your business.
7.) Host a Class or Event
Go the extra mile to meet your clients in-person or online. Based on content feedback, you may find certain topics that generate extra interest. This presents the perfect opportunity to establish real connections with potential clients. Cement your industry expertise in their minds.
While content marketing for insurance companies may seem a chore, the payoff is undoubtedly worth it. WriterArmy can assist you with consultations, content writing services, and a comprehensive marketing strategy, among other services. Contact us today to get started.