7 Blogging Lessons from Agencies That are Blogging

December 4, 2018

Blogging is the best thing you can do for your insurance agency website because it serves two major audiences: The people researching insurance online and search engines. What else do top agencies know about blogging? ITC CEO Laird Rixford discusses seven lessons can help you become better at blogging.


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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 between their blog and their website traffic and leads.

Blogging is the best thing you can do for your insurance agency website because it serves two major audiences: The people researching insurance online and search engines.

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

Lesson number one: Blogging drives traffic.

The more you blog, the more pages you have on your 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.

Lesson number two: 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. But, 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.
Lesson number three: 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 good impression.

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

There are a number of ways top agencies stay committed to blogging. They’ll establish a schedule and stick to it. They’ll use an editorial calendar to plan blog posts ahead of time.

They’ll keep a swipe file of blog topics so they have subjects ready when it comes time to write the next blog post.


Lesson number four: They get help if they need it.

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.

And, 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.

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.

Lesson number five: They look for 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 to use as inspiration for blog topics.

These sources are the questions they are frequently asked by clients, the searches that bring people to their website, and the news and other happenings in the industry.

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.

Lesson number six: They use visuals.

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

If a blog has 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 to avoid fines.

And finally, lesson number seven: 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, short, and still get the message across. But, do not 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.

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