Safeguarding Your Own Future: Content Marketing for Insurance Businesses

Educating prospective customers about your insurance products and services can be a challenge.

Many people don’t fully understand the importance of insurance to their own financial well-being. And younger consumers may seem beyond your reach, particularly the 60 percent of millennials who believe it’s more important to pay for expenses like internet access and cellphones than to buy life insurance. Fortunately, there’s an effective way for you to grab the attention of prospects and stay connected with your existing customers.

You have a lot of expertise to share. Content marketing enables you to use your knowledge of the insurance business to engage your leads and customers with high-quality blog posts, e-books, and social media updates. By giving them useful information about topics they're interested in, you’ll earn their trust and loyalty. Leads will turn into sales, and existing customers will stay engaged with your business.

High-quality content marketing is your insurance policy against an uncertain future. Here are a few tips on how to do it right:

Connect with your audience

Many brands have discovered the rewards of connecting with their customers via blog posts. These fairly short (400 to 650 words) articles provide a perfect format to cover a wide range of relevant insurance topics in easy-to-digest bites.

Updating your blog regularly is an effective way to stay engaged with customers and maintain a dialogue with them. In addition to showcasing your knowledge and credibility, consistent blogging shows prospective clients that you’re active, approachable, and available to address their needs. Great posts show customers that you get them — you understand their insurance concerns are and what they worry about.

A targeted, well-written blog post can also be the difference between a prospective customer picking up the phone to call or not. They may be on the fence when they find you through Google, but if they arrive at your site and find a blog post addressing the very issue they need help with — or an answer to a question they were going to ask — there’s a far greater chance that they will follow up with a call.

Show your expertise

Typically 6 to 12 pages in length, an e-book offers you the opportunity to discuss an important insurance issue in greater depth than a blog post. The most effective e-books offer clear-cut solutions to common problems, accompanied by such visual content as tables, charts, and infographics. They’re an excellent way to demonstrate your industry expertise and your accessibility. Although e-books tend to be more serious in tone than blog posts, they must have a compelling narrative to keep readers engaged.

Get social

The insurance profession is already social. Client relationships are the foundation of your company’s reputation and success. Social media channels are a perfect fit for your business. Powerful, yet inexpensive, they offer an effective way to communicate with prospective and existing customers. By using Facebook, Twitter, and LinkedIn, you can connect with leads and clients, demonstrate your expertise, and subtly promote your services.

Succeeding on social media requires more than creating the right content. Don’t be tempted to simply advertise your insurance services. Just as with blog posts, the secret is to be informative, relevant, and engaging. Creating content that your followers want to share with their followers turns your fans and clients into a free publicity machine.

One social media approach that may work for you is to become known as the go-to insurance expert in your area. Reach out to answer insurance-related questions posed on the various platforms. And don’t make the mistake of thinking that all of your social media content has to be serious and dry just because you’re an insurance professional. Develop a social media voice that incorporates openness and appropriate humor into the sharing of your valuable professional expertise.

It takes time and talent to produce effective content marketing. One solution is to outsource your writing needs to a content marketing firm. Companies like Prose Media have the talent and expertise to get you started. We create high-quality blogs, e-books, and social media updates that will educate and engage current and potential clients, encouraging them to see you as a source of trusted information and a solution provider for their insurance needs. To learn more, sign up for free, no-obligation access to our platform.