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A Bridge to Success: How to Craft Effective Content for your Insurance Website

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If you’re looking to compete in the online insurance marketplace, you’ll need effective content across your agency website. Here's what you can do.

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A Bridge to Success: How to Craft Effective Content for your Insurance Website

  1. 1. A Bridge To Success How To Craft Effective Content For Your Insurance Website Dylan Brooks SEO Coordinator & Content Evangelist
  2. 2. Welcome to Masters of Marketing! • We will begin promptly at 12 PM CDT • Follow along on Twitter using the hashtag #MastersMktg • This presentation will be posted on our blog (www.GetITC.com/blog) • Next Masters of Marketing webinar: • Top Trends for Today's Insurance Website • Hosted by Karly Baker • Thursday, November 17th at 12 PM CST Thank you for joining us today! Dylan Brooks (800) 383-3482 x127 dbrooks@getitc.com
  3. 3. ITC Agent Conference 2017 • Registration is open! • April 20-21, 2017 • Hilton DFW Lakes, Grapevine, TX • Current ITC customers with an active account ID qualify for special pricing • Learn more at: www.AgentConference.org
  4. 4. A Bit About Me • Experienced SEO • Content strategist • Former TV news producer • Background in storytelling
  5. 5. One Big Takeaway: The primary purpose of your website is to build a connection with consumers.
  6. 6. How Do You Build This Connection Throughout A Website?
  7. 7. Page By Page.
  8. 8. There Are Several Types of Webpages • Homepage • About Us Page • Product/Service Pages • City/Regional Pages • Resource Pages • Action Item Pages
  9. 9. These Pages Should All Build A Connnection • Ask Yourself: • What is the page’s purpose? • How can I use content to build connections with consumers that will help the page achieve this purpose?
  10. 10. When Done Effectively, This Will Help With Your: •Web Visibility •Branding •Referrals •Revenue
  11. 11. Putting This Into Action
  12. 12. Putting This Into Action • Think Consumer-First • Benefits Over Features • Go Local & Personal • Connect Through Emotion
  13. 13. Think Consumer-First
  14. 14. Think Consumer-First • The purpose of a page is not to advertise • Each page should meet a specific consumer need
  15. 15. Think Consumer-First • This is true for your: • About Us Page • Product/Service Pages • City/Regional Pages • Resource Pages • Action Pages • Home Page
  16. 16. Think Consumer-First • The Consumer is in control • Your content should reflect this
  17. 17. Think Consumer-First • Know Your Consumers: • Do research • Take note of common questions & pain points.
  18. 18. Benefits Over Features
  19. 19. Benefits Over Features “Consumers don’t care what your product does. They care about what it can do for them.”
  20. 20. Benefits Over Features • Show how your product or service can help solve consumers’ problems • Specific = Enticing
  21. 21. Go Local & Personal
  22. 22. Go Local & Personal • Consumers expect a personal touch • Your local presence can be an advantage • Focus on ties to the community you serve
  23. 23. Go Local & Personal • Demonstrate regional knowledge in content • Geography • Weather • Local Events/Holidays
  24. 24. Go Local & Personal • City/Regional Pages • Each page should reflect the story of its focus city or region • Don’t use the same content for all city or regional pages!
  25. 25. Connect Through Emotion
  26. 26. Connect Through Emotion • Emotions have a major impact on purchasing decisions • Great content leverages both logic and emotion
  27. 27. Connect Through Emotion • Build a Connection • Show empathy for consumers’ needs • Provide a relevant & timely solution
  28. 28. Connect Through Emotion • Include a Call to Action only after you’ve: • Earned trust • Proved relevance
  29. 29. In Summary
  30. 30. In Summary • Use your website to connect instead of sell • Put the consumer first • Address specific consumer needs with content • Remember “Benefits over Features” • Localize content when possible • Build trust by connecting through emotion
  31. 31. Questions?
  32. 32. Thank You For Joining Us! • This presentation will be posted on our blog (www.GetITC.com/blog) • Next Masters of Marketing webinar: • Top Trends for Today's Insurance Website • Hosted by Karly Baker • Thursday, November 17th at 12 PM CST Dylan Brooks (800) 383-3482 x127 dbrooks@getitc.com

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