Creating Effective Content Strategy

You already know how important content is to your insurance marketing strategy. Perhaps you have optimized your website, created social media accounts and even started an insurance blog.  While each of these steps is important for growing your agency, they are not enough to get by in today’s ever-changing marketing landscape. Even if you have received positive results from your current content strategy, optimizing your marketing plan to meet current trends could return even better outcomes. Here are 3 ways for creating an effective content strategy:

  • Multiple Content Platforms

It is no longer enough to have a website, blog and social media accounts. To compete in today’s insurance market you need a wide variety of content circulated over multiple content platforms. Podcasts, video blogs, and webinars are just a few examples of diversified content, as are professional distributions such as white papers and live presentations. An independent insurance agency must determine what diversified content means for them, whether it’s a free client webinar on inventorying home assets or a series of engaging infographics published on your Instagram account.

  • More than Words

Years ago, words were the driving factor behind search engine rankings. Today, content is growing increasingly visual. In fact, pictures, videos, memes, and infographics are far more likely to grab the attention of a client or potential customer than a link to an article. Independent agents should be sharing high-quality visual content – especially on social media platforms like Facebook, Twitter, and Vine.

  • Optimize for Mobility

Approximately 80 percent of web-connected adults now have smartphones or tablets, many of whom use their mobile devices more than desktop computers to access the Internet.  Today, mobile users are spending an average of 2 hours and 57 minutes on their devices each day – nearly triple the time that was spent in 2012. Therefore, if you have not yet optimized your insurance agency website for mobile devices, it is an absolute must going forward. More and more people are using their smartphones to browse for insurance company reviews and even access free quotes than ever before. If your website does not create a positive user experience, you may lose potential clients to competitors with websites that do.



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