Nick Berry

Maximizing Digital Impact: Content Marketing for Insurance Agents

Maximizing Digital Impact: Content Marketing for Insurance Agents

I did a very unscientific test and looked at 20 independent insurance agency websites from a random city, of those 20 only 30% were on wordpress or any CMS, of those 20 only 4 had a blog section, and only 2 of them had posted within the last 60 days. So 10% of this small sample size are actively using content marketing to grow their insurance agency!

What does that mean for you? You have a huge opportunity to stand out in the market. I know you’ve been told insurance content is boring. And you’re absolutely right, it is! But that doesn’t mean people aren’t searching for it. I write about marketing every single week, if you’re not into marketing what I write about is probably even worse than watching paint dry. Trust me I see my wife’s eyes glaze over when I’m talking about marketing.

Let’s talk about the opportunity you have. If you started right now, and started posting one article a week, in 52 weeks you’d have 52 articles on your website. I know that sounds like a ton of work, but let me walk you through how I do it, plus working a full time job, and helping insurance agents like you.

It all starts with systems, if you don’t have a repeatable system in place you’re setting yourself up for failure. When I first started doing this I put together a plan. My system takes me about 2 hours a week total to ideate, research, write, edit and publish. When I first started it took me about 4 hours to do that.

My publishing schedule is an article on Wednesday evening, and the newsletter goes out Thursday morning.

This is what I do:

Friday afternoon: I have this master list of ideas, things I’ve found interesting, mostly concepts other marketers have shared that I think can be applied to insurance agency marketing. I’ll pick one or two of them. And I’ll start with an outline of the article. Then I’ll leave it to stew for the weekend.

Monday morning: Before my week starts I’ll do some research on the subject. (search twitter on the topic)

Monday evening: I’ll fill in the outline, and write the rest of the article, then close it.

Tuesday evening: Tuesday night is my editing time. I’ve written it, but now I go in and slice and dice, sometimes I’ll even rewrite the entire thing. That’s it, in total it takes me about 2 hours. Sometimes more, most often less time.

Now that we’ve gone through all that, let’s get to the meat of this. 

What is the most effective content distribution strategy for an insurance agency?

Email, Email, Email…

The entire point of creating all this content isn’t SEO. SEO is a byproduct of high quality content. Not the goal. I think every insurance agency in the market should be putting out three types of emails:

  • Newsletters: Keep your audience informed and engaged with regular newsletters.
  • Drip Campaigns to Existing Leads: These are your bread and butter for nurturing leads. 
  • Educational Series: This is where you flex your insurance knowledge.

Remember, the goal is to add value, not to clutter inboxes. Quality over quantity, always. Make your emails something that your subscribers look forward to receiving, and you’ll see the magic happen.

After that I suggest a solid mix of social media where your audience lives. If you’re selling commercial lines you should probably start expanding your network on LinkedIn, and start posting there, if it’s personal lines, Facebook is a solid choice. And if you’re comfortable with video, I would look at instagram reels, tiktok or youtube shorts.

How can we measure the success of our content marketing for insurance agencies?

No need to get fancy with a bunch of reports. Your CRM and Google Analytics will give you your baseline stats right now. Let’s figure out these three things.

  • Average new leads every month
  • Average monthly website unique visitors
  • Number of new customers every month

Now these aren’t the end all metrics, but these are the starting point of things you can easily measure while you create and distribute your content! Then every month or quarter see where you are compared to those baseline stats.

What role does SEO play in content distribution for insurance agencies?

I know I said above SEO is the by-product of content marketing, but it still plays a role in your growth. As you create high quality content, you’ll start to see the effects of search traffic increasing. It’s Google’s way of rewarding you with giving them things to show people.

And each piece of content you create should start with effective keyword research. There are a lot of great tools out there, I primarily use keywords everywhere, and google ads keyword planner. Once you’re doing this for awhile it might be worth your time to invest in ahrefs or SEMRush.

How can we tailor our content to attract and engage our target audience effectively?

Ahh, the age old question of how to attract your target audience. First you need to know your audience really well. There’s a ton of books, articles and podcasts about this subject, but I simplify it down to when you’re creating content, create content for a very specific person in mind. When I’m creating this content I think of one of my friends that’s an insurance agent, and I write like I’m explaining it to him.

This is also called a persona. You can get fancy and go through a bunch of workshops and stuff, but it’s as simple as writing or creating content for a very specific audience or person in mind. This will take some practice, but it’s one of the best ways to attract your target audience.

How can content marketing help in building brand authority and trust in the insurance sector?

Content marketing is a powerful tool for building brand authority and trust, especially in sectors like insurance where trust is paramount. The secret lies in providing value through your content. 

Here’s how it works:

Educational Content: Insurance is often perceived as complex and confusing. By breaking down complex topics into digestible content, you position your agency as a knowledgeable and helpful resource. This educational approach not only simplifies insurance for your audience but also showcases your expertise.

Consistency and Reliability: Regularly publishing high-quality content builds a reputation for reliability. Your audience begins to see your agency as a consistent source of valuable information, which translates to trust in your services.

Engagement and Interaction: Through blog posts, newsletters, and social media content, you create opportunities for engagement. Responding to comments and queries further enhances your image as an approachable and customer-centric agency.

Client Testimonials and Reviews: Sharing reviews and client testimonials within your content can significantly boost credibility. It’s a way of showing rather than just telling your audience about your expertise and reliability.

Thought Leadership: By discussing industry trends, changes, and insights, you position yourself as a thought leader in the insurance sector. This not only attracts a dedicated readership but also earns respect and authority within the industry.

SEO Benefits: As your content gains traction, it improves your search engine rankings, making your agency more visible and accessible. Higher visibility often equates to increased trustworthiness in the eyes of consumers.

Personalized Content: Tailoring content to address specific client concerns or scenarios can resonate deeply with your target audience. Personalized content demonstrates that you understand and care about their unique needs and challenges.

Transparency: Being transparent about your products and services through your content can build trust. Providing clear, honest information about what you offer, including the limitations, sets realistic expectations and builds a foundation of trust.

Community Involvement: Showcasing your involvement in local or industry-specific communities through your content demonstrates your commitment beyond just selling insurance. It helps in building a more humanized and trustworthy brand image.

Content marketing for insurance agencies is not just about selling policies; it’s about establishing a trustworthy brand that educates, engages, and empathizes with its audience. By consistently delivering value through your content, you not only attract and retain clients but also create a reputation as a trusted authority in the insurance world.

If you’re this far in, and you’re like nope, that’s way over my head, or I will never be able to find the time to do this right, that’s why I created the Fractional CMO. Every month you get 4 blog posts, 2 emails, social media copy and images, even youtube video scripts (You have to record the video, that would be weird if I was doing video for your brand), and unlimited edits on the blog posts. The best part? I do all the work for you. The blog posts added to your website, the emails added to your CRM and email marketing, and the social media posts scheduled. If this sounds like something you need in your life, click the button below and schedule a 30 minute call with me. And as a bonus when you show up to your call, I’ll send you an article, email and social media you can have.

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