Insurance Marketing HQ

Supercharging Your Content Strategy: Part 2

Posted on Mar 26, 2012

In part one, we shared some of the effective ways to build a content strategy that encompasses your blog, social media profiles, and email newsletters. This week we’re going to take it to the next level. The goal of your content should be to generate leads for your insurance agency. How do you use content to achieve this? Here are some effective insurance marketing tips:

Tip #1. Provide an Incentive to Fill Out the Form. Few tactics work better than actually providing an incentive to fill out your lead gen form. This incentive can come from any number of places. Perhaps you turn it into a fundraising effort. Pick a local nonprofit and say you’ll donate $5 for every person who’s interested in insurance and fills out a form to get a free quote on your site. It’s important to use blogging to get the message out and then to drive traffic to the blog post through email blasts and social media channels such as Facebook, Twitter, and LinkedIn.

Tip #2. Create a Whitepaper with a Landing Page. If you really want to get more leads from your site, consider creating a valuable whitepaper that would be of interest to your prospects. Next, create a landing page that contains a lead gen form that visitors would need to fill out in order to access the whitepaper. When you blog about the whitepaper or link to the whitepaper through social media channels or email, you’ll link to the landing page. When thinking about whitepaper topics, ask yourself: What are the most common questions our customers ask about insurance? Or consider writing about the top five ways to save money when buying insurance.

Tip #3. Drive Traffic to your Blog. What good is all that content without visitors who are actually reading it? Make sure you link to each blog post through Facebook, Twitter, LinkedIn, Google+, etc. Also, consider bookmarking your blog posts on StumpleUpon, Reddit, Digg, Delicious, and Blink List.

The last thing you need to do is make sure you measure the effectiveness of your content strategy. Look at engagement metrics such as entrances, page views, bounce rate, and average time on page. But don’t skimp over looking at goal completions and traffic sources as well, to get a good take on what’s working.

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