When it comes to insurance brokerage websites, content is king. Well, not any content. To be noticed by search engines, your content needs to be relevant to insurance shoppers, it needs to be current, and it needs to be rich in likely search terms.
Content marketing is the art of creating content that is useful to people searching for insurance. This is distinct from information that is self-serving to an agency. Not that it can’t be both useful to shoppers and self-serving.
What kinds of information might this include? It could include case studies of how clients have saved money, reduced risk, or improved their business processes as a result of their relationship with your brokerage. It can include things to think about before buying a car or before adding a teenager to a policy.
It could include any articles or blog posts that help people make good decisions related to buying insurance, such as how to decide how large of a deductible to accept in a policy, or at what point an auto owner might drop collision or comprehensive coverage.
For a brokerage that does a lot of work with businesses, it could include articles on cyber risk, what kinds of cyber incidents affect what kinds of businesses and how to guard against such incidents, for instance.
According to a
recent blog by
ITC (Insurance Technologies Corporation), people coming to your site want information they can use in their daily lives. Better yet is information they can use when shopping for insurance. You can even post a list of “5 things to ask an agent before you buy insurance”, and while such a list can lead someone to think you might be the right agent, it should be an honest list that actually gives insurance shoppers something to think about, and a useful way to compare agents.
“Content marketing is all about showing your expertise,” said Becky Schroeder, vice president of marketing at ITC. “You can talk about your great customer service, but consumers will only see it as talk. But telling a story of how you were there for a client in a time of need shows that customer service touch independent insurance agents can provide. This is what content marketing is. It’s your chance to show and not just tell what makes you and your agency unique.”
