Content is King: Why Insurance Agencies Need to Improve Their Online Marketing Game


“By writing and posting content on your website, you are providing answers to people who are in this buying process. They’ll be more likely to call or complete a request for quote on the website to take the next step in that sales process, ”says Becky Schroeder, director of marketing at Insurance Technologies Corporation (ITC), one of the leading providers of marketing, rating, and management software and services.

During the coronavirus pandemic, ITC looked at the listing volume on its comparative scoring platform and found that the number of quotes completed by agents had decreased significantly since shelter orders went into effect on place in mid-March. However, as the citation volume on the agent interface declined, the citation volume of direct consumer website traffic increased, proving that potential buyers were shopping even in the midst of the pandemic. , and they were doing it on a digital channel.

No better time than now
Creating relevant, quality content has never been more important. The ITC found that insurance companies who blog more than 16 times per month get more than four times as many leads as companies who published four or fewer articles in the same period.

If you don’t yet have a digital presence or a way to capture those online shoppers, Schroeder says it’s time to jump on the bandwagon. While it can be intimidating, the more you do it, the better you get at it and the easier it gets.

“A lot of people say, ‘I’m just not a writer,’ but don’t be intimidated by this blank screen,” she said. “You don’t have to create a perfect article on your first draft. Collect all your thoughts, take a break, and review later.

One of the biggest challenges in getting started is finding topics to write about. ITC has published a free e-book to help agents brainstorm ideas and create content. The eBook provides a full calendar year of planned digital content, including consumer-centric insurance topics that are still relevant today. It includes expert advice on how to turn your website into a resource and increase online visibility.

Insurance content creators can also take inspiration from what’s changing in insurance, local and current events, or use the questions clients ask every day to create engaging and eye-catching information.

“Insurance isn’t always sexy,” says Schroeder. “Consumers don’t want to read about insurance all the time. It is something that we usually don’t want to buy, but we buy it because it is something that we must have and hope to never have to use it.

Schroeder says using content on an agency website is a great way to show that you are more than insurance; it is an opportunity to show that as an organization, you care about your community, your customers and your reference partners.

For your copy of the “12 Months of Content Ideas for Your Insurance Websites” eBook, click here.

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