If you're making a serious effort to build your insurance business, content marketing is just one element in your insurance marketing portfolio. However, it's one of the elements that changes the most from year to year. As a new year comes around, it's time to review your content marketing strategies and see what's going to change for your insurance business in 2017.
1. You'll Adopt Voice-Oriented Search Terms
In the last year, search practices have changed dramatically. Although it's still critical to product content that engages your audience, you may also need to write for new methods of search. Google's Voice Activated Search encourages mobile users to ask Google a question. While it may seem like voice search terms would be similar to search terms that people write into a search engine, they're actually quite different.
For instance, if people are looking for local auto insurance in Denver, they may write "auto insurance Denver," but they would ask, "where can I renew my auto insurance in Denver?" Your content must focus on the search phrases that people use rather than on simple search terms. Focus your new keyword research on these phrases to target voice search in 2017.
2. You'll Remember to Design For Mobile
You know that you need to design for mobile. Your website is accessible to those who access it on their phones or tablets. However, that's not all you need to do when you're designing for mobile users. You need to take their unique needs into account. Mobile users are on the move, not stuck at a desktop. In 2017, consider how those users will search your content. For example, if they're out and looking for a place to renew their home insurance, they need to have GPS-based location information on your website and in your content so that they can easily find your business.
3. You'll Get More Analytical About Your Success
As content marketing increases and becomes more complex, you use tools to analyze the success of your marketing efforts. In 2017, you'll need to use tools such as Google Analytics, Bitly, and Open Web Analytics to understand how you can further refine your content marketing efforts.
You'll need to know:
How many people are visiting your content?
How do they get there?
How do they interact with your content?
Who's sharing your content, and with whom?
Is your content moving people into your sales funnel?
Is your content changing your insurance revenue?
4. You'll Need to Remain Approachable
Robots are taking over customer connections, and more and more companies are using automated systems to connect with new visitors to their websites and social media accounts. In an age where robots act as the gatekeepers to communication, you'll need to consider ways to remain personal and connect with your customers and your readers, no matter whether you choose to use a robotic element in your marketing or not.
5. You'll Feel the Branding Tension
Content marketing, social media marketing, website branding: you need to brand your business consistently throughout all of the various forms of marketing that you use in your insurance business. However, it can be difficult to feel unified in your branding when you're operating on such diverse platforms. In 2017, you'll need to continue to define who you are as a brand and how you can communicate this through diverse marketing methods.
Are you reworking your insurance marketing strategies? At American Agents Alliance, we're here to help you develop your insurance business. Whether you're creating new content for your insurance blog or you're training your employees in insurance marketing, you'll find resources for independent insurance agencies at American Agents Alliance. Contact us today to learn more about our many membership benefits.
