Business 2 Business Blog

How Insurance Marketers Can Rock Content Marketing


Just as a grocer who places food staples at the back of the store and high-profit impulse items at the checkout stand, your insurance company's website is your store, and your content is your inventory.  When you're developing your new website redesign strategy make sure you're getting the right structure and appearance for your content.  From your call-to-action (CTA) buttons to ebooks, structure and appearance play a significant role in determining your success.  

For instance, we actually style our ebooks differently depending on who is receiving them, knowing certain target audiences prefer text-heavy content, others prefer heavy visualizations, and others still like content that doesn't exceed 5 pages.  These are the same considerations you should have when structuring a website redesign around a brand.


Keep these tips in mind when website redesign and digital content are needed to support your insurance company's brand strategy:

  • Structure the website and the content on it in the way your market intelligence (market research) shows a prospect would use the site.  Do A/B and user testing to see what works best. The content and the links between them should flow organically and easily from Point A to Point B to Point C.
  • Prominent placement of web pages of content explaining higher margin products and services will result in more lead generation ideas for those products and services.
  • Placing a call-to-action for middle-of-the-funnel premium content alongside content for higher margin services will increase qualified leads and more them one step further along the sales cycle.
  • Be certain the value proposition is clear on every page, and in all the content offered for download.
  • Include links to social media networks on the website and within premium content to reach other like-minded people who would enjoy the brand.


People are talking about your insurance company's brand beyond the pages for which you alone develop content.  They're talking about your brand in blogs.  They are commenting on Facebook pages that don't belong to you.  They are discussing your brand in groups on LinkedIn, and post videos about you on YouTube.  

And for better or worse, those comments and discussions, live in cyberspace forever.  You can't capture every comment out there, but you can monitor the larger and more obvious venues.  When you're branding in the inbound age you can implement damage control when needed, or extend the reach of people's positive experiences into your own channels.


If you want to improve your company's brand online, you need to get your content marketing ready to rock. Keeping content clean and relevant, creating remarkable sales results with keywords and practicing good digital image management are all key.  Getting the right structure and appearance for your content is a good place to start.  Think about how a new web design, optimized for Inbound Marketing can improve your insurance company's brand.


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Posted by Peter Henderson on August 14, 2014 08:30:AM

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