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By now your agency mostly likely has a blog, social media profiles, and hopefully an
email newsletter set up. The question is: Are you using these channels to communicate compelling information that your prospects find useful or interesting? (Useful and interesting enough to fill out a form on your site?) To answer this question, you first need to define your content strategy.
In part one of this blog series, we’ll talk about how to set up a content strategy. In part two we’ll discuss how to take your content strategy to the next level.
5 Steps to a Successful Content Strategy:
1. Define your business goals and objectives – Perhaps your goal is to increase the number of leads coming in through your website, perhaps it’s to accumulate a local following of blog readers in hopes that they will eventually convert.
2. Evaluate your customers – Analyze your current client base. Who are they? Look at demographics. The content strategy you create will have their interests in mind.
3. Brainstorm ideas for content that will compel visitors to take action or return to your site – Your goal should be to become a one-stop resource for local community information, advice about insurance, including ways to cut insurance costs, and useful tips for preventing accidents from happening. Resist the urge to tout all the benefits of buying insurance from your agency. Sales-y language won’t keep them coming back to your blog or social media profiles.
4. Add value – Create a whitepaper, video, or a fun contest to keep visitors engaged while also providing value. You can create a whole campaign around one of these ideas. For example: if you create a whitepaper, try promoting it with an article on your blog, then drive traffic to the blog post via social media channels and email.
5. Measure – Last, but not least, it’s important to measure the impact of your content strategy. Look at how much traffic you were able to drive to your blog, how much time people spent on the page, and whether or not they filled out the form. Measuring is the most important aspect of all insurance marketing strategies because it helps you figure out what’s working and what’s not.
One last tip when thinking about content: Keep it light – Insurance can be a complicated topic. When creating content, especially for your blog and emails, think about disseminating information in small, digestible chunks. Think of it in terms of “Top 5” ways to reduce your car insurance premium… or “Top 5” ways to mitigate risk, etc. More tips like this coming up in part two!
March 14, 2012 at 8:50 am
Great post! So true! You should do a step by step post about how to measure ROI from your content strategy.