What Top Agencies Know About Blogging (That You Don't)

November 13, 2017 Becky Schroeder

Blogging is the best thing you can do for your insurance agency website. Why? Because it serves two major audiences… the people researching insurance online and search engines.

Top independent insurance agencies blog regularly. Even though it’s hard. Even though it takes time and effort. They do it because they understand the relationship of their blog to their website traffic and leads.

What else do top agencies know about blogging? These seven lessons can help you become better at blogging for your agency.


Blogging Drives Traffic

The more you blog, the more pages you have on your insurance agency website. The more pages you have, the more the search engines can index. Then, you’re more likely to rank high in search results, which means more traffic.

Top insurance agencies know this. They study what people are searching for online. Then, they write blog posts to answer those queries. They’re getting more traffic and, ultimately, more leads as a result.


Blogging Establishes Expertise

You can call yourself an insurance expert, but it’s far better to show that expertise. How do you show your insurance expertise online? Blogging.

Seventy-four percent of people who are shopping their auto insurance do so online. Don’t think this only applies to auto insurance. Forty-two percent of consumers surveyed in 2017 shopped for health insurance online.

Top agencies understand that these numbers are only going to grow. They’re blogging to share their expertise as a way to build trust and start relationships with online consumers.


Blogging Requires a Commitment

The only thing worse than not blogging at all is to be inconsistent. A neglected blog doesn’t leave visitors with a favorable impression of you.

To reap the benefits of blogging, you need to commit to the strategy. It will not work without dedicated effort.

There are a number of ways top agencies are able to stay committed to blogging:

  • Establish a schedule and stick to it.
  • Use an editorial calendar to plan blog posts ahead of time.
  • Keep a swipe file of blog topics so they have subjects ready when it comes time to write the next blog post.
  • And…


Get Help If Needed

You don’t have to manage the blog by yourself. Top agencies don’t. They look for help internally and externally to make sure their blog is consistent.

If you have a full-time marketer on your team, put them in charge of your blog. If you don’t, ask your team if anyone wants to manage your blog.

If you don’t have the staff internally, you can get outside help. Search engine optimization experts can help with your website’s online visibility, including blogging. (Read: What to Look for in a Digital Agency Marketing Firm)

You can also use a writing service, which can provide you with blog content. There are many out there, and they’re more cost effective than you might think.


Where to Look for Blogging Inspiration

The hardest part of blogging is coming up with topics to write about. It can be easy at first, but after you’ve been blogging a while, it becomes more difficult.

Top agencies know this and have sources they use as inspiration for blog topics.

  • The questions they are frequently asked by clients.
  • The searches that bring people to their websites.
  • The news and other happenings in the industry.
  • The calendar and seasons that can affect a person’s potential for risk.

Did you know we publish a list of 10 content ideas every month you can use on your blog? Bookmark this page, and refer to it whenever you need a little inspiration.


Using Visuals is Important

Blog posts with images get 94 percent more views. We are visual. This is why images and video perform better on social media.

Not only does an image make a blog post more visual and interesting, it also helps on social media. If there is an image, Facebook will include it in the post's preview. This helps with getting people to click and read your blog post. Same thing on any other social media platform.

Top agencies use great images from stock photography websites or other sources. They’re also making sure they get the correct licenses for the images they use so they don’t get fined.


Headlines are Critical

The first impression of your blog post is the headline. It is what will get people interested enough to click through.

Headlines need to be attention grabbing and short but still get the message across. You also have to be careful not to write click-bait headlines. They work for a short time but eventually people will stop clicking on your content.


If blogging didn’t play such a critical marketing role, top agencies wouldn’t do it. Take notes and inspiration from these blogging lessons, and you can improve your agency’s blogging efforts.

About the Author

Becky Schroeder

As Chief Marketing Officer, Becky Schroeder is responsible for driving ITC’s overall marketing strategy for the company and its products. Her specialties include creating and documenting processes; establishing metrics for managing those processes; developing content strategy and generating leads; and developing marketing strategy. Becky was named an Elite Woman in Insurance by Insurance Business America in 2016. She 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.

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