When I started this newsletter I really just wanted to teach insurance agency owners I know about marketing so they wouldn’t get screwed over by marketing companies. I have a great job I love, and had no intentions of starting a marketing agency myself.
And while I could have just kept sharing my ideas I knew if I took on an agency as a client I could show what I am talking about works without just running my mouth help them increase organic search traffic. So for the last 16 months I’ve been working with an agency to do what I know works. Creating content for a really long time, and distributing it via email and social media to help drive traffic while we wait for the organic traffic to start coming in.
How I Used Boring Insurance Content To Increase Organic Search Traffic
The agency I took on had recently transitioned from a captive carrier to an independent agency. So we had a pretty fresh slate to start with. Originally I was writing the content, sending it over and the agency owner was responsible for posting and distributing the content via email and social media.
Things were going great until the owner no longer had the capacity to post the articles or send the emails. And his traffic started to drop.
As you can see he was starting to see results, search impressions were going up, then it just dropped down to before it started taking off.
So I reached out and offered to take over not just writing the content, but also posting it to his website and sending the emails we were writing.
For the last 12 months we’ve been posting new articles every week about homeowners insurance content, the boring stuff, things that all the gurus say nobody wants to read. In reality people really don’t want to read it. But it HAS to exist. If there’s no real content for google to index besides some product pages you’re just going to keep burning money on that expensive digital brochure.
Creating Boring Content to Increase Organic Traffic
So, why does this “boring” content work? Because Google loves it. Search engines thrive on content that answers specific questions people are searching for. When you consistently provide detailed, relevant content, Google rewards you by ranking your site higher in search results. This is especially true in niches like insurance, where many competitors aren’t prioritizing content.
We focused on homeowners insurance, writing about the basics, the benefits of different policies, tips for choosing coverage, and answering common questions. These aren’t exciting topics, but they’re exactly what potential customers are searching for.
Consistency is Key
Posting content regularly is crucial. It’s not enough to post a few articles and then stop. Google looks for fresh content, and a regularly updated blog tells search engines that your site is active and providing current information. We committed to a schedule of one new post per week, without fail.
Email and Social Media Distribution
Besides posting on the website, we also distributed the content via email and social media. This helped in two ways: it drove immediate traffic to the new posts, and it kept the agency’s audience engaged with regular updates. The combination of SEO benefits from the website and the engagement from emails and social media created a powerful combo.
Measuring the Impact
The results speak for themselves. Over the past 12 months, the agency’s organic search traffic has increased by 300%. Users went up from 572 to 2,245, sessions increased from 777 to 2,819, and engaged sessions rose from 541 to 1,961. This wasn’t a fluke—it was the direct result of consistent, targeted content creation and distribution.
What You Can Do
If you’re an insurance agency owner, you can replicate this success. Start by assessing your current content strategy. If you don’t have a blog, start one. If you have a blog but it’s not updated regularly, commit to a consistent posting schedule. Focus on topics that your potential customers are interested in, even if they seem boring. Remember, boring content is often the most useful content.
Distribute your content through email newsletters and social media to keep your audience engaged. Monitor your traffic and adjust your strategy as needed. It might take time to see results, but the payoff is worth it.
Creating consistent, high-quality content on seemingly boring topics can dramatically boost your organic traffic. By focusing on what your audience is searching for and maintaining a regular posting schedule, you can improve your search engine rankings and drive more traffic to your site. Don’t underestimate the power of boring content—it just might be the key to your digital marketing success.
Content Catalyst: Your Solution for Consistent Insurance Content Marketing
Insurance agents have been woefully underserved in the marketing space. Most marketing agencies offer websites, leads, or Facebook ads, but none provide a sustainable content marketing strategy. If you know you need to get started but don’t have the capacity or desire to write a blog article every week, Content Catalyst is the solution. I’ll create the content for you—blog posts, email, and social media copy—all you need to do is copy and paste. Content Catalyst provides four unique blog posts per month, complete with distribution copy and a bonus video script. Tailored specifically to your agency, this service includes training on effective distribution. Ready to boost your online presence with a long-term strategy? Sign up for Content Catalyst today and watch your organic traffic grow.