Content is essential for any type of business that has a web presence, and this includes insurance websites. Whether you sell your own product, provide a comparison service or operate as a broker, content is crucial because it:
- helps to distinguish you from your competition;
- demonstrates your expertise;
- drives traffic to your site;
- builds a relationship;
- boosts your brand image.
But how should you go about ensuring your content strategy is a success?
Write what your prospects want to know
A good place to start when it comes to producing content for insurance websites is to focus on topics that will interest your prospects.
If you have a lot of experience in the industry, you will probably already know the sorts of questions that are important for your audience.
- what do they want to know?
- what doubts do they have?
- what do they not understand about your products?
Put yourself in their shoes, and answer the questions in the form of a regular blog. If you have a WordPress website, setting up a blog is easy to do. Create a blog schedule and commit to publishing one post or week or more so you can get into the habit of writing.
The more time you spend publishing content that is helpful to your prospects, the more time people will spend time on your site.
Keywords – the essential ingredient
You probably already know that content is essential for improving your SEO. And one of the most important factors to remember is the need for keywords.
Even if you write and publish content without thinking about keywords, you will naturally use keywords that are important. But it can be even more powerful to choose your most important keywords in advance and to write around these.
Use one keyword as the focus of each blog, and this can help to give your writing more direction as well as ensuring that you are using your important keywords in your content.
You may want to get help from a specialist to decide on the most important keywords to focus on because this could be money well spent.
Stuck for ideas?
It is usually easy to start publishing content. You are enthusiastic, you have lots of ideas and you want to get results. But what about when you don’t have time and when the ideas start to dry up?
One of the simplest ways to generate ideas is to ask your customers what they want to know in the form of a survey. You could provide you social media followers with a prize for answering your simple questionnaire, or ask customers after they have purchases a product which topics they are interested in knowing more about.
In addition, you could:
- follow other industry blogs;
- follow social media accounts;
- find out what your audience is discussing;
- look at your competition and see what they are doing right.
Expand into other types of content
Written content is the easiest way to get started, often in the form of a written blog. But there is not reason to stop here. After you have started to create content on a regular basis, branch out into other types of content including:
- videos;
- podcasts;
- images;
- infographics.
There are many options to consider, and they can all help you to reach out to other prospects who may prefer to watch your content rather than read it.
You can also use them to build your presence on other websites. For example, upload videos to YouTube over time and people may start to find you directly through the website.
Get started with your content strategy
Now is the time to develop your insurance content strategy if you have not yet got one. A lot of things change on the internet all the time, but the importance of content is not one of them. This is something that will always be important, so get going with your strategy today and start reaping the benefits.
