Content marketing is creating big benefits for businesses and marketing agencies that have figured out how to do it right. The strategies for doing it right, however, differ from industry to industry and often meet with unique challenges. Content marketing for insurance agencies is full of opportunities for success—but you have to know what you’re doing!

First of all, what is Content Marketing?

Content marketing is defined by the Content Marketing Institute as:

The marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.

Content marketing enables you to create the most applicable offer, at the most opportune moment, in a format that your customers can access. The aim is to create a personal interest and a partnership of loyalty based on knowledge and information, rather than pitching and selling.

So how does one apply content marketing to the insurance industry, which is notorious for being confusing, impersonal, and generally boring?

Where to Start When Doing Content Marketing for Insurance Agents

First, you have to take a step back and take inventory of your current marketing program – its strengths, weaknesses, and above all its goals for the future. Content marketing is most effective when it works in concert with your other marketing efforts.

Second, you have to conduct a lot of research of your target audience. It can be helpful to consult with an insurance agency expert and talk to actual customers seeking out insurance products. There are also a multitude of tools available to you that allow you to conduct research on your own.

Below is a list of several high-ranking tools you may find helpful in researching your target audience.

Establishing a Firm Foundation

Research your target audience – their likes, dislikes, web-browsing behaviors, and personal interests. By utilizing online market research tools, you can compile a wealth of knowledge to help you structure a program that will breathe life into your business and allow you to discover more effective ways to appeal to consumers.

Early on in the construction stages, you should clearly define your expectations, goals, and objectives. Also, it is necessary to determine your budgetary allowances for marketing overall, and how content marketing fits in.

Another key step is track-ability within your processes and comparability within the insurance industry. You need to know how you measure up against your competition. Make sure you create a system that allows you to track its results by utilizing the tools above.

6 Key Tips for Success

Use these six tips when creating and integrating a successful content marketing system for an insurance agency:

  1. Be wary of potential liabilities in your content – If possible, have an attorney or insurance agent look over and approve your marketing materials, prior to publication. This helps you rest assured that you’re being realistic, honest, and consistent with your output.
  1. Focus your efforts locally by using local keywords– You’ll be much more likely to show up in the search engines if you target local keywords, such as the city you’re located in. Utilize the search tools mentioned above to determine the most beneficial keywords and phrases that will hit your target audience on a local level.
  1. Use AdThis to test a variety of marketing angles and create a personal experience for each potential customer based on their origination, their interests and their web behaviors. When researching your prospective insurance customers web behaviors, also pay close attention to where they go before and after each site. With this information, you can gain an understanding of their reasons for looking into insurance. You can create a unique call-to-action for targeting smaller groups of like-minded people.
  1. Be sensitive about over-promising- Use terms like ‘can’ and ‘may’, rather than definitive words such as ‘will’ or ‘should’. It can help you avoid making claims or promises that you may not be able to back up. This strategy can help you avoid troublesome issues with customers and problems with your overall reputation.
  1. Keep up on new and current tracking tools. There is almost always a way to track the information you seek, but if there isn’t yet, then there will be soon. Remember that content marketing is an ongoing process. It is constant. It is never finished. You can always get better.
  1. Trust the process. Research. Implement. Track. Evaluate. Re-vamp & Repeat.

When you’re creating a program for a specific industry such as insurance, it is vital to stay informed and to learn the best ways to target your demographic. With appealing and personalized content tailored to your customers, you’ll be much more likely to find success.

For additional information and a wealth of knowledge regarding content marketing, as well as a variety of informative services and subscriptions, visit the Content Marketing Institute.

Jamie Bates
Online Marketing Director