Creating Content for Your Insurance Agency’s Blog

Written by Lexi Williams

March 24, 2021

As an insurance agency, your online marketing is to create relationships. It would help if you used it to stage yourself as the authority in your area of expertise and use it to make a robust online presence, you’re your insurance agency’s brand. One of the easiest and most powerful ways to do this is keeping your agency’s blog updated with relevant, fresh, and helpful articles.

Consistent blog content on your agency’s website gives both prospects and current clients a reason to return to your website. This garners trust between you and the visitor and establishes you as a respected authority figure in their minds.

It also feeds into SEO (Search Engine Optimization). Search engines use information such as how frequently your site is updated and your backlinks (how many locations your content links to and how many sites link back to you) to determine your place in search engine ranking.

The more content on your blog, the more likely you are to convert a prospect to a client, as well as the more likely you are to do well in search engine ranking. However, you need to make sure your content is unique and relevant to your target marketing. You want to provide them with things that they want to read and information useful and relevant to them. Make sure your content is not generic, and it can stand out among the competition.

One of the first steps in standing out is to make sure you create content regularly. This can seem daunting if you do not consider content creation or writing to be one of your top skills. You also might worry about how you will fit it into your already busy schedule – but don’t let things like this stress you out.

To be a successful agency online, you must be able to create online content. Let’s take a look at a few things you can do to make a powerful online presence for your insurance agency.

It is essential that you schedule a time for content creation. This includes writing, publishing, marketing, and evaluating it. Set aside as little as a few hours a week to create content – generally, 3-4 hours a week at 1 hour per day is good for this. A good strategy is to create content in the morning and then again in the evening. During these designated times, share your content on social media & interact with people who engage with it.

Start with the basics such as who you are, your services and products, where you are based, how long you have been in business, your insurance agency’s mission and vision, etc. Content like this can generate at least five or so articles. These will also be evergreen posts (evergreen content is content that is always relevant).

Next, consider who your clients are. Who are your customers? What are they interested in? Where do they live and work? What social media channel are they most active on? Do they know about your insurance agency and what you offer? What content do they interact with online?

Take the time to create detailed buyer personas for three typical clients. A persona profile is the profile of an average client in the various stages of the buying process. Once you have these created, make a list of questions that they would ask at the various buying process stages. If you take the time to do this thoroughly, you will have plenty of content creation ideas. The answers to each of those questions can be a topic for an article on your blog.

You can also take ideas for blog posts and turn them into different types of content such as:

  • Infographics
  • White papers
  • Memes
  • Lists
  • Long-form content
  • Case studies
  • eBooks
  • Videos
  • Templates
  • Checklists
  • Podcasts
  • Quizzes
  • Interviews
  • Demonstrations
  • How to guides
  • Calculations
  • Trend reports

With these methods, you should have more than enough ideas to create plenty of material to keep your agency’s blog going for a long time. Using Google Analytics, you can track tons of vital information about your website’s traffic.

For more help with content creation or marketing ideas – contact Agent Pipeline today!


Buyer Persona Template

Agent Pipeline is here to guide you through finding out who your audience is. We will ask you some questions through our buyer persona template that will allow you to pinpoint what audience you should be writing content for. Click here to find out how you can gain access to the buyer persona template pdf!

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