Creating Content That Resonates with Your Audience

June 9, 2020 Kirsten Thornton

The act of having content on your website is not enough. If it were that black and white, search engine algorithms wouldn't be as complex as they are.

Sorting out the design for your insurance website is often the more exciting task. But, the content on your website is the fuel that keeps the (search) engines running. It’s important to look past the flashy colors or fun images. Use content to create an environment that serves everyone in your target audience.

Content is the bond that connects you to new customers and maintains a relationship with your existing clients. The root of meaningful content is substance. Strive to have meaningful, effective, and timely content to engage your audience.



Having a serious, important, or useful quality or purpose.

Your goal should not only be to produce content with the intent of attracting search engines. Make sure you also create and share content that can elicit a response.

Instead of focusing solely on keywords for search engines, remember that consumer engagement is a factor in creating a relationship with your website visitors. Don’t be afraid to stray from informational content into some with emotional substance. If your target audience is people shopping for insurance within your community, a good place to start is community news.

Recently we have recommended providing updates to your community about COVID-19. Sharing information and updates about the effects COVID-19 on your community is still the right thing to do. However, you should now start mixing in some new topics.

With that said, here's how you can be a resource for your community during COVID-19.

Let your audience know about upcoming community events. Share personal experiences about local businesses, restaurants opening up, and good deeds that have taken place. You should create the impression that you are invested in your community.



Successful in producing a desired or intended result.

Once you know your audience, you should have a good idea of what they need most often. When you start to notice common requests or recurring complaints, adjust your content. Guide your audience to where they need to go.

Your website visitors may frequent your site for a variety of different reasons. They might need your contact information, or to request a certificate, or refer a friend. All these items should be available to clients and prospects. This makes consumers feel like you know exactly what they need and why they visited your website. Like you are paying attention.

Don’t leave people wandering around your website when it should be an effective tool to find help.



Occurring at a useful time.

As a business owner, you should be in tune with the community you serve. You should have memorable, shared experiences with your audience.

Host a community event. Blog about current events. Provide information about filing claims during local disasters.

The insurance industry is all about trust. Not all content has to revolve around business tips or even be purely informative. Sharing on a more personal level can create content that has depth. People will connect more when someone shares their experiences. This personal connection creates lifelong clients. Don’t lose or miss out on business; ignoring a person’s needs is more than a number.

Consider content one of the more versatile tools for your agency and your website. If you approach content correctly, it will leave a lasting impression. Publish content that does your audience justice. Pay attention to the trial and error that comes with content creation. This process will help you learn what content creates a strong bond between your agency and your clients. Then be willing to update it and create more.

About the Author

Kirsten Thornton

Having always been a computer nerd, Kirsten Thornton works on the HTML and CSS that drives Insurance Website Builder websites. Before joining ITC in 2010, Kirsten had the unique experience of attending Loyola University in New Orleans when Hurricane Katrina hit. The storm left the school with costly repairs and lower attendance so she switched majors to graphic design when computer science got cut. Kirsten balances a mixture of back-end coding, front-end designing, New Orleans culture, and Texas pride.

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