Most people will not think about insurance as the most exciting topic when it comes to content, but Progressive made insurance more personal with their mascot, Flo. Geico brought in a gecko as an unconventional way to discuss insurance with customers. Liberty Mutual introduced LiMu Emu and Doug to spread the word that you can get customized coverage. These insurance businesses found a way to create interest and a narrative around insurance that makes people pay attention. Your insurance agency can take your content strategy up a notch through these tested and proven techniques that serve your customers.
Insurance Content Best Practices Establish Your Online Presence
Content isn’t always about sales. Of course, you want your content to generate income, but customers who find your content aren’t always looking to make a transaction. You build a relationship with a customer when you provide information that is relevant and engaging. Act like you want to genuinely help your customer. Customers will trust that you want to help them.
Tell a Compelling Story
In creating content, use a narrative that tells the story of your brand. Progressive began telling Flo’s narrative in 2008 and it’s still going strong 13 years later. Storytelling shares your brand in a pleasant manner while adding a human element. You don’t need a mascot to tell your brand’s story. Start with a character who has a conflict. Show how insurance solves their problem. Let your SEO writer incorporate techniques and best practices once you’ve decided on a narrative.
Create Content Valuable to Your Audience
Insurance content doesn’t have to always be about insurance. Your copywriter can use current events to discuss what is relevant in the insurance industry. Seasonal information that correlates to insurance can help your audience plan ahead: to be safe on the road with their motorcycle in the spring, get ready for back to school, or winterize their home. Use local events to relate back to insurance, because a good copywriter always keeps the goals of SEO and organic reach in mind.
Always Use a Call to Action (CTA)
The most effective content persuades your reader to take action after consuming it. Think about why your reader should take action after reading your content. Then, think about what the visitor gets in exchange when they do take action. An individual who wants information about “how to keep bugs off their car,” cares about their car but may not be ready to purchase insurance. Your CTA might be “sign up for our newsletter for more car owner tips”. On the other hand, someone who is reading content about insurance rates is probably shopping for insurance, so your CTA might be “call for a free quote.” Match your CTA to your content.
Optimize Your Insurance Content Marketing Success
Insurance companies need to have a relevant content strategy to provide solutions that will help them gain trust from their readers. High-quality content from a content agency lets you focus on your customers while our writers focus on your insurance writing needs. Contact MintCopy to get customized services to support the content marketing plan for your insurance business.
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