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Consistently producing quality content can help your website SEO and get you a steady stream of qualified customers—if you can maintain it. But if you’re already running your own insurance business, you may not have the time and energy to maintain a consistent content creation practice as well.

Hiring a professional can take the burden off you—and help ensure great results. But if you don’t have the budget for it yet, there are a few things you can do to work smarter, not harder, in producing successful content.

Focus on quality, not quantity.

Google prioritizes high-quality and authoritative long-form pieces over frequent posting of lower-quality, more general content. That’s good news for you if you don’t have time to maintain a very frequent posting schedule.

Instead of flooding your website and other social media platforms with frequent content, consider producing one long-form piece of in-depth content at a pace you can maintain. These can measurably improve the authority of your site, and by extension your search engine rankings.

Write evergreen content that you can re-post periodically.

Timely content is essential, but “evergreen” content—information that stays relevant no matter when—is also crucial to your content strategy.

Consider what topics are always “sticky” and of interest to your audience. Write a few long-form pieces around these topics, and when you’re stuck for content ideas, repost them periodically. Updating an evergreen piece that needs it can also save you time rather than writing something entirely new from scratch.

Repurpose your content.

If you write long-form content, you can repurpose it without reinventing the wheel. Longer content can be broken up and shared as newsletters and informational email series—or compiled into other formats such as a script for a video series, shorter blog posts, white papers, e-books, infographics, and more.

Plan out an editorial calendar.

If you find yourself running out of ideas, it’s easy to let your content creation slip through the cracks. If you set an editorial calendar and stick to it, you won’t have to come up with ideas on the day you’re planning to write—you’ve already done that work.

Your editorial calendar doesn’t have to be complicated. Simply set aside an hour or two to think about the pieces you want to write for the following month.

Consider specific themes and topics to focus on—this will allow you to go in-depth into topics your customers are interested in, and will help you build your website’s authority.

Bring on guest posters

Guest posters can both save you time and add authority to your site without requiring you to do all the work yourself.

Offering your platform to others can bring multiple benefits to you as well as the guest. It lets you bring on a new area of expertise and expand the site’s authority. It also allows the guest to build their own authority, and helps you expand your reach to their audience.

There are plenty of ways to work smarter, not harder, when it comes to content creation. These ideas are a great place to start. Write evergreen content that can be easily repurposed and periodically updated, bring in guest posters every so often, and plan out a calendar so you’re never short of ideas—and you should be able to keep your content consistent.