Insurance website blogs are started with the best of intentions, and more often than not, they're left to wither and become a remnant of those intentions.
Often I hear agents claim that time is the reason why they neglect their blogs. While that is true in some cases, I think the true culprit for this blog abandonment is that agents don't think they're good writers.
Writing is a skill that everyone can improve upon. Even if you think you don't have any writing talent, you can improve your writing by working to become a more productive writer. A more productive writer becomes a better writer over time due to the amount of practice the productive writer gets.
How do you become a more productive writer?
Reading will help you find your style and voice as well as give you ideas for blog posts. Start regularly reading other blogs. They don't all have to be insurance. There are blogs out there for every interest.
Bookmark what you like
As you read, bookmark articles or posts that grab your attention for whatever reason. This folder can become a source of inspiration later on.
Write down ideas
Not having a topic to write about can discourage a budding blogger from trying. Nothing like a blank screen to mock your writer's block. Keep a file or document where you write blog post ideas as you have them. Then when you're having trouble coming up with a topic, you can visit your file and pick one. (I've got at least 40 blog post ideas in mine.)
Write like you talk
Don't try to write like someone else. Write like you're having a conversation with a friend because then you will write like you talk, which is easier than trying to write like someone else.
Set a timer for 45 minutes, and write. Then take a break for 15 minutes. Sometimes knowing you have a break coming up will encourage you to write. Your break will then re-energize you so you can come back to your writing with a clear head.
"Write drunk, edit sober." is a famous Ernest Hemingway quote. I don't recommend taking this literally, but I do recommend you write and then leave your post for a cooling off period. Come back to it later for review and editing. You will pick up on what needs to be changed more easily because you've had time away from your writing.
Maybe writing is not your thing so you don't have a blog because you know you'll never post anything. Your insurance website does need a regularly updated blog if you are serious about online marketing. If you don't want to write it, find someone at your agency who does. Or, you might consider hiring outside help to provide you with blog content.
About the Author
As vice president of marketing, Becky Schroeder oversees ITC’s growth through marketing and drives the overall marketing strategy for the company and its products. Her specialties include advertising, social media, email marketing, content marketing and public relations. Becky has a master’s degree in integrated marketing communication from Emerson College in Boston and a bachelor’s degree in journalism from Texas A&M University. Becky is a big Texas A&M football fan and enjoys cooking, reading and spending time with her husband and their three daughters.Follow on Twitter More Content by Becky Schroeder