What is content marketing?
Wherever you get advice for improving your insurance website, you will hear about content. In particular, how your content needs to be valuable to the visitor and how to promote your content.
The keyword insurance happens to be the most expensive keyword on Google AdWords. This means there is a huge opportunity for insurance agents to take the next step with marketing.
Are you up for the challenge?
First, let's get the idea that insurance is a boring industry out of our heads. As Neil Patel, an SEO and marketing expert, once said, 'There is no such thing as a boring industry. There are just bad writers who aren't creative.'
Often, content found on an insurance agency website is predictable. 'We sell this insurance, here is why you should buy it, and here is why you should buy from us.'
Although it is a good place to start, your insurance website will not stand out from your competitors. In fact, they are probably publishing the same content.
Buyers want more than the basic facts. They want interesting content that they can use in their daily lives. You can provide that interesting content.
For example, write about great road trip destinations. Or, how to care for their home during winter, summer or storm seasons. Or, what the best lakes and rivers in your area are for boats or Jet Skis.
Take a cue from bigger brands. Publish case studies, trend forecasts and industry insights.
The more your clients engage with you, the easier it is to create a lasting relationship. This relationship building is what content marketing can do for your agency.
Need writing tips?
Need a topic idea?
Promoting Your Content
You can spend a lot of time creating content. But, it's useless if no one knows it's there. Make a habit of promoting new content on social media.
Whenever you publish a new blog post, tweet about it. Share it on Facebook or any other social platform your agency uses.
Tease new content in your email newsletter and include a link to it for your clients to read more.
How to Tell Content Marketing is Working
You're creating great content and sharing it with your prospects and clients. How do you know if it is working?
Below are five metrics you can use to gauge whether your content marketing is working.
1. Website Traffic
This is the most obvious metric. If your content is not bringing traffic to your insurance agency website, it isn't working.
Besides the number of visitors to your website, look for an increase in time spent on the site and pages viewed. You'll also look for a decrease in bounce rate (visits to your website resulting in one page view).
You can view this information using Google Analytics, a free website data tool.
2. Increased Ranking
This metric ties in with your insurance website traffic. You can track how your target keywords rank with Google's Search Console (formerly Webmaster Tools). If you don't see improvement in your rankings, check the quality or relevance of your content.
This metric is dependent on your goals and niche. A conversion could mean a comment on a blog post, a quote request, or even a phone call.
If your conversions do not increase, then you may be creating the wrong kind of content for your area or market. Keep in mind that content marketing takes time to work. Conversions will not start to happen right away.
4. Brand Mentions
Are people talking about you? If they find your content valuable, conversations around your brand should be increasing. You can track online mentions using Google Alerts, which is a free monitoring service. You should also search for your agency name on social media.
5. Audience Size
Look at the size of your audience, including the number of email subscribers and social media followers. Is it increasing? If so, it is because people are finding your content valuable. Keep in mind that a subscriber to your email list has more value than a Twitter follower.
If you want to stand out online, focus on your content. Be interesting. Provide helpful information. Don't forget to promote that content. Watch your analytics to see if it's working. Adjust your strategy if you're not getting the results you want.
What kind of content does your agency create? We'd love to hear your thoughts on content marketing below in the comments.
About the Author
Stephanie Ewen helps ITC customers with the search engine optimization of their websites. She has been working in marketing for more than 10 years. Her specialties include web design and search engine optimization (SEO). To stay on top of the latest SEO trends and algorithm updates, Stephanie reads blog articles and participating in courses produced by some foremost experts in SEO. She is certified in inbound marketing, Google Analytics and fusion marketing. Stephanie is an avid softball fan and enjoys volunteering and spending time with her husband, kids and grandkids.More Content by Stephanie Ewen