Content marketing is a fundamental component of inbound marketing. It has the potential to increase agent volume while simultaneously building relationships with your current independent agents. Since brokers and agents are already researching online to find the information they want, instead of trying to grab their attention at the wrong time – like with a pop-up ad on an unrelated YouTube video – provide informational content on your website for independent agents to find when they’re ready.
However, creating and publishing insurance content isn’t a one-time event. Here’s what your Brand needs to know to successfully navigate the insurance content marketing marathon.
Types of Content
Content marketing comes in many forms, which allows your insurance organization to be able to choose the types that will work best to achieve your goals. Each form of insurance content has different strengths, and can be used to reach agents in different stages of the buyer's journey. Some examples of content include:
For your content to be successful, you need to choose a platform that works well to reach agents and brokers in a specific stage of the marketing funnel. After you choose a platform, create each piece of insurance content for an agent persona. By doing this you’ll reach the right agents, at the right time, with the right information.
For instance, posting on your Brand’s social media accounts is a good way to interact with independent agents and brokers in the awareness stage - you wouldn’t choose to email them if they’ve never heard of your insurance organization. However, as agents continue to move through the buyer’s journey, email becomes a valuable form of content to utilize in the conversion process.
Planning and Publishing
Once you have an idea of which types of content will work for your insurance content marketing strategy, it’s time to plan. First, you must figure out the goals for your content marketing campaign. What’s important to your insurance organization? What are your key performance indicators (KPIs)?
After you figure out your goals for the content you’re going to develop, put together a content calendar. Doing this will help you organize all of the insurance content you want to publish into one place where you can include details such as post date, title and even copy for your social media posts. Other than organizing your content, creating a content calendar allows you to gain a deeper understanding of how individual pieces of content flow and work together. Now you’re ready to publish that fantastic insurance content!
When publishing your content, you’ll want to be able to track its success in order to find where it needs improvements. To do this, it’s essential for your insurance Brand to utilize marketing analytics. Tools like Google Analytics allow your organization to track specific website metrics such as views, traffic, shares and click-through rates, which can help you continuously improve your content.
You published a post on your insurance blog and now you’re done, right? Wrong. Organic traffic won’t come pouring onto your Brand’s website just because you have a blog – there are lots of insurance blogs on the internet. The other half of successful content marketing is promoting the content your insurance Brand publishes.
One way your business could share your downloadable content is to share links on your Brand’s social media with relevant hash tags. Another way could be to include a call-to-action (CTA) linking to a landing page in your monthly email newsletter. Get creative and try different methods of promoting your content to find what works best for your insurance Brand.
Don’t be afraid to make changes to your insurance marketing strategy. To a certain degree, your campaign needs to be flexible. If something isn’t working – change it. However, be wary of making several, drastic changes. Doing that makes it difficult to pinpoint that parts of your strategy are working and the parts that aren’t working. Instead, use A/B testing to change small elements of your insurance content.
Reusing and Repurposing
When thinking about all the content you’re going to plan, create and publish for your insurance Brand, it can be overwhelming. But not every piece of content you publish needs to be completely original. If there’s a particular piece of content or a certain topic performing well, you can use that content to develop new content.
For example, say you have an informational white paper for agents and brokers to download that briefs them on the different insurance policies your organization offers. That piece does very well and is frequently being downloaded. Since agents are interested in learning more about your policies, you can break down the white paper into smaller sections, and then expand each section into a blog post.
Keep in mind that creating an email workflow to nurture agents with content isn’t going to increase your ROI overnight. In fact, your organization may not even see the results for a few months.
Content marketing is like building interest; it grows little by little and after some time you’ll be able to see the dramatic results. Make sure your insurance Brand is not setting unrealistic expectations for the initial outcome of your content marketing campaign.
Over time you will be able to see the impact content marketing has on your insurance Brand as you begin to steadily increase agent volume and engagement. Moreover, content marketing works best when coupled with other inbound marketing strategies. By utilizing insurance content as a portion of an inbound marketing strategy, your insurance organization will be able to create a robust and successful marketing strategy.
Content marketing is a fundamental part of inbound marketing. To learn more about how you can strengthen your insurance Brand and increase ROI with inbound marketing methodologies, check out our eBook, Increasing Your Inbound ROI, 3 Metrics That Matter: Landing Pages, SEO, and Blogging.
Strong content marketing is a fundamental part of an inbound marketing strategy. We integrate your current insurance marketing strategy with inbound methodologies to increase agent volume. Let's chat and put the Hult Team’s experience to work for you. You can reach me at 309-673-8191 or firstname.lastname@example.org, and together, we can grow your insurance Brand.