How to Use Content Marketing to Grow Your Insurance Agency

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As an insurance agent, sourcing new clients is crucial to growing your business. And while word of mouth, referrals, and old-fashioned cold calls are useful methods for finding potential customers, many agencies are focusing on content marketing to not only attract new clients, but maintain existing relationships.

What, exactly, is content marketing? This digital strategy centers on creating and sharing media across a variety of platforms that will educate and engage your target audience. Content marketing is a broad umbrella for many creative ways to share helpful information about your business, and showcase your agency to a wide range of customers. Read on for three pillars of content marketing that will help your insurance business thrive.

Optimize Your Website with Blog Posts

An agency’s website is the best place to start when it comes to content marketing. Here, you can control every aspect of the media you put out to the world, from images and videos to blog posts and customer testimonials. While a well-designed website should include a wide variety of media, one of the best ways to drive traffic to your website (and introduce potential customers to your agency) is through SEO blog posts.

Writing with SEO (search engine optimization) in mind will help your website show up earlier in the search engine ranking system. Using strong keywords, accurate hyperlinks, titles, and subheadings, and including images throughout your blog posts are all ways to strengthen your website.

Blog posts are also a fantastic way to connect with new clients, as you can do deep dives on topics that might interest them, and prove that you’re a trusted resource when it comes to insurance. Your blog posts don’t have to be lengthy, but writing on a variety of relevant topics in an engaging way will make you stand out from the competition.

Create Engaging, Informative Social Media

Another key pillar of content marketing, especially in recent years, is social media. While there are a variety of platforms out there that any business can use to their advantage, Facebook and Instagram can be extremely useful for businesses.

On these networks, you can shape your brand voice and share both entertaining and educational media (such as photos, short form videos, or links to your blog posts) that have the potential to reach new clients. You can respond to user questions and comments, and truly build a loyal community that will keep customers working with you for years to come.

Consider sharing a mix of content – from behind-the-scenes photos and videos – to education-based infographics about your business, to fun graphics about upcoming events or services. You don’t need to post every day, but try to keep a regular schedule and take the time to respond to accounts that comment or direct message you.

Set Up a Recurring Newsletter

Email campaigns are often used for new clients, but they can be just as useful for retaining existing business. A great way to incorporate emails into your content marketing strategy is to set up a recurring newsletter.

Whether it’s weekly, monthly, or quarterly, you can use this newsletter to share updates about your business and provide a glimpse of the personal side of your brand. It’s a way for the customer to connect with the people behind the business. Try sharing photos or videos of your team, or giving helpful tips at no cost, to build up customer loyalty and deepen the connection with your base.