Insurance Agency Content Marketing | Musselwhite Marketing

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Musselwhite Marketing is a full-service digital marketing agency serving the insurance/business industry since 2009.

Insurance Content Marketing Services

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Is the content you send out to prospective insurance clients generating enough new leads and clients?

As your insurance agency website is the main port for all ships (prospects) to view your wares (services), there needs to be a concentrated effort on your part to funnel them to your highest converting insurance products. After all, it really is your duty, responsibility, and possibly even a compliance requirement. 

A dog salivates over a bone, and the content you put out across your channels should have the same effect on customers searching for the right insurance agent to handle their needs. Okay, maybe they don’t salivate but they do call or send you an email.

Maybe that’s a bit much…after all you don’t want them slobbering over their keyboards.  Then how would they be able to visit your website?

But regardless, we can’t stress enough the importance of providing real value through such things as:

  • Social Media posts
  • Blogs
  • Whitepapers
  • eBooks
  • Press releases
  • And more…

What is a content marketing agency?

With a team of expert writers on staff who can relay your brand, voice, and value to the communities you serve, a top agency will bring a “human” approach to your strategy.  

Because there are so many different options when it comes to the type of content to deliver, these experts help you focus on the highest profit generating avenues to incorporate.  Using the latest SEO best practices, they jam-pack all written copy to make an impact and “leave a crater.”

Insurance marketing doesn’t need to be as complicated as some marketing agencies make it out to be, which is why our US based writers are perfect for meeting your desired goals.  We can set you apart from the rest of the pack, and use creativity and professional content writing expertise to deliver campaigns that are aligned with the precise nature of your business.

Why Content Marketing Is Important for Insurance Agencies

It’s important to first address how it’s tied into search engine optimization (SEO), something you’ll want to master if you hope to be found online.

Five important things it does:

  1. Allows new prospects to find you
  2. Brings in more business
  3. Boosts your website authority
  4. Earns links
  5. Builds your online brand
content is king

The first two are key when it comes to impacting your bottom line, but the rest play a significant part as well!

Content marketing is the conduit through which these highly sought after earned links are acquired.  Without this, the scaling of your online presence will increase much more slowly.  In the meantime, potential insurance customers will find another agency.  

Since you now recognize content should be a part of your overall marketing strategy, this leads us to another important question.

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How to Market My Insurance Agency?

Marketing your agency with content is different from traditional product-marketing efforts like sales collateral and other product-specific info.

Content marketing includes things like:

  • Educational articles 
  • E-books 
  • Videos 
  • Entertainment 
  • Webinars 

Every piece of content needs to answer specific questions people have and provide them with something they can’t get elsewhere. It’s the best way to turn your product, no matter how common, into something that is not like everyone else’s.

By becoming a credible, authoritative resource on topics that matter to potential customers, your business is more likely to get discovered by the right audience and earn their loyalty and trust – which, in turn, enables your brand to:

  1. Strengthen its customer relationships 
  2. Grow an active and engaged subscriber base 
  3. And even increase its profits

Besides the written content you blast out across various channels, your website, social media, online ads, email, and video should also be components of your general strategy. The right mix of the above will help you gain the competitive advantage over others in the insurance industry.

But in our opinion, content is king and reigns over all others.  

Still have questions on how best to use your content mix in marketing your agency?  Reach out today to schedule a discovery session!

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There is an untapped prospect base out there on the internet, and content is how you’ll bring them “in the door.”  To learn more and find out if we’re the right fit, schedule a free discovery session.

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Frequently Asked Questions About Content Marketing

As we mentioned above, there are various things to add into your overall marketing strategy but we want to hone in on content here.  

Obviously, a portion of your efforts will always be geared towards generating new business, but how do you keep your current clients engaged?  After all, there may be a large period of time between them initially coming on board and when they purchase additional insurance products.

Creating valuable, relevant content pieces that speak to clients who may be at different points in the sales process is how you overcome this issue.  For example, the picture a writer paints in a blog about life insurance would be general enough to apply across different budgets and pain points, but still be direct enough to invoke action on the readers part.

Make sure the writers you hire are flexible enough to adapt to different writing styles for campaigns that have varying goals. 

Following these steps will help your independent insurance agency to flourish!

In our experience, one major problem is when insurance agencies run into duplicate content.  They take what their carriers give them and ALL post or share it.  

Why is this a problem?

It’s not a good practice because it doesn’t set you apart from the rest of your peers.  Put yourself in the shoes of a prospect.  They may see the same piece of content from 10 insurance agencies.

They’ll be unsure who should get their business, and they may simply choose at random.  That is only one, but there are a number of other issues that you may face.

Some other problems:

  • Evolving demographic trends 
  • High acquisition cost for new clients
  • Decreased brand loyalty
  • Desire from clients for quicker communication 

Prospective insurance clients are more fickle and require an improved customer experience in order to stick around.  This increases the importance of each communication you have with them, from initial sign up through the statements you send out.

One way to alleviate some of the stress from these new trends is to give digital media a prime spot in your agency.  It’ll decrease the turnaround time when responding to any questions, and keep you top of mind!

We’ll start off with saying that two major benefits of utilizing this pillar of digital marketing are: 

  1. Word of mouth referrals 
  2. Retention of current policy holders

Once you complete a policy purchase for a new client, how often do they hear from you after that?  Their birthday with a generic email?  That’s not going to do it!

Grabbing attention with solid content and reminding them at least once or twice a month of their wise decision will garner a prime location in their inboxes.  

It’s a fact that attracting new business is more expensive than upselling your current insurance clients.  High email open rates are possible once you’ve generated enough value through sharing regular content.  

Odds are, if they’re thrilled with your service on one policy, they’ll be more open to discussing and receiving multi-policy discounts without feeling like they’re being sold to.

Would you be more likely to commit to purchasing an item from a stranger knocking on your door, or somebody you’re already having coffee with inside?  The answer is obvious, but only if you’re on the inside and not peeking through the shutters.  

Content marketing is how you establish that depth of relationship that gets you in the “friend zone.”

Instead of wearing yourself out trying to use every marketing strategy in your campaigns, it’s better to think small and branch out as you get more experience.  We’ll give you three right here, but know that there are countless more.

They are: 

  1. Video
  2. Social media
  3. Quality content

Video is highly favored by mobile users whose numbers continue to increase annually.  It allows them to consume content on the go, whether it’s a YouTube video or one from another popular platform.  

The supposed cost that business owners place on this strategy causes them to miss out on the statistic that people recall 95 percent of a message when they see it in a video, but just 10 percent when they read the same message.

Social media is great for:

  • Building social proof through testimonial graphics
  • Showing up Monday-Friday in the feeds of your followers  
  • Increasing the reach of your blog posts
  • Generating excitement around upcoming promotional events

Finally, high quality content that answers insurance questions people have and offers solutions is the strategy we want to focus on here.  Google rewards businesses for sharing blogs and other content that is relevant to your audience.

The days of keyword stuffing is long gone, and this is actually freeing from a writing standpoint.  Instead of sentences that contain little to no meaning, a content marketer now picks a handful of keywords and places them into a natural flow within relevant articles for their target audience.

Because of this new style that favors a gifted writer, we recommend having a content team that delivers at least one monthly blog to share across all of your channels. 

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