Seven Ideas for Revitalizing Your Insurance Content Marketing

Content marketing can be fun and effective. But it can also be demanding and work-intensive. According to a study from SmartInsights, the average time to write a single blog post was up 65% in 2019 from 2014.

Content marketing isn’t easy. You have to come up with interesting ideas that speak to your audience and generate results on a regular basis—and that takes time.

Here are a few ideas to adapt to your own insurance blog, newsletter, social media posts, or other content marketing efforts to add a little spark to your content marketing.

Life events. For many people, purchasing or updating an insurance policy occurs around an important life event—buying a house or car, having a baby, opening a new business, and so on.

Think about the major life events that your customers are likely to be experiencing when they need the kind of insurance you sell—and write a post or series of posts centered around that.

Big deadlines. What are the major deadlines that affect your customers’ insurance purchasing decisions? Things like open enrollment or tax season—when people are more likely to take a complete look at their finances from the previous year.

On top of big government-set deadlines that everyone faces, individuals also have specific insurance deadlines—such as policy renewals. Consider crafting a series of posts, email messages, or other outreach around helping them navigate these deadlines.

Answers to common questions. What questions do people ask you all the time about your insurance policies? Make a list—and from there, you can answer them all in short paragraphs, or expand each question to make an entire blog post.

Chances are, if people are asking you these questions in person or over the phone or email, there are plenty more people asking these questions on search engines. Ideally, your answer will come up when people search, driving traffic to your site.

Seasonal content. What parts of the year are always big for you? Think about when you get a lot of claims—fireworks damage during the Fourth of July, heightened risk of drunk-driving accidents around New Years, and so on—and develop a post or series of posts around lessening specific risks related to these holidays.

Information of high value. What do people most want out of their insurance? Chances are, many want to save money. An article about how to save money on car insurance, written by a car insurance agent, would probably get a lot of traction.

In the consumer insurance area, many people want to get good coverage for as little cost as they can. A focus on how to save money on their next insurance policy is a great place to start.

Common pitfalls. What are the top mistakes you see people making when they purchase an insurance policy? Make a list and discuss them all in a series of short paragraphs, or expand each one to make a full article or topic of its own.

Tips and hacks. People love tips and advice, especially from an expert. What are some easy, little-known tricks that will help people get better coverage, save money on their policy, or improve the process in some way? As an insurance agent, you no doubt know a lot of them. Think about the advice you’d give a good friend, and write it down.

Keeping your insurance content fresh, interesting, and useful can be a challenge—but it doesn’t have to be. The ideas are everywhere, and so often stem from your own experience, knowledge, and interactions with customers. Listen to what they’re asking you, keep a finger on the pulse, and chances are you’ll have an endless supply of ideas.

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