I want you to think about the last time you read a news article or a piece of content on the web. Okay, now that you have got that in your mind, compare the process to the way you might read a book or a newspaper.
In both instances, you are reading. However, when you read on the web, your eyes and your brain are processing the information a bit differently. Through tracking readers’ eye movements, studies have found that when we read on the web, we are not reading as smoothly as we do print writing. Instead of moving our gaze from left to right, instead, we are sweeping over the text, scanning, stopping briefly, then moving forward… or sometimes, even going backwards.
What does this mean for your content?
You need a strategy. Producing high quality, unique and credible content is essential for optimizing your website for the search engines. It’s an invaluable part of your insurance marketing strategy. Web visitors have a great deal of information at their fingertips for processing, and if you want your website’s content to stand out, you’ll need a plan.
To make it easy to understand and process, let’s break it down into two parts: before you write and the actual process of writing- the structure.
Before You Start Writing: Creating A Plan
Good writing that users want to read and share does not happen effortlessly. However, with a little bit of thought and planning, you can do it!
- Figure out WHY you are writing the content: Before you can write something that will have a useful purpose, you need to know why you are writing it.
- Get a feel for your audience: Since insurance is what you do every day, you have a pretty good idea about what is relevant to the industry. But what are your clients interested in? Questions you might want to ask yourself here include; who is your audience, what are they looking for, and what content do they already read and share?
- Determine WHAT your audience wants to read: It is perfectly okay to look to social media for this. What are your followers “retweeting”? What articles are they posting on their Facebook accounts? This will give you some insight into what it is they are interested in. You can also get a feel for the style of writing they prefer.
- Do your research: The easiest way to do this is to ask your audience. Use your social media platforms and the power of the Internet to find out what topics are relevant to your audience and the world of insurance.
In the next part of this multi-part series… We’ll be sharing how to effectively research content topic ideas. Stay tuned!