The document provides tips for crafting effective content for an insurance website. It recommends focusing content on building connections with consumers by putting them first, highlighting benefits over features, personalizing content locally, and leveraging emotion. Each page should meet consumer needs and build trust before including calls to action. The goal is to use content to connect with consumers rather than just sell to help with web visibility, branding, referrals and revenue.

1. A Bridge To Success
How To Craft Effective Content
For Your Insurance Website
Dylan Brooks
SEO Coordinator & Content Evangelist

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. 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. A Bit About Me
• Experienced SEO
• Content strategist
• Former TV news producer
• Background in storytelling

5. One Big Takeaway:
The primary purpose
of your website is to
build a connection
with consumers.

6. How Do You Build
This Connection
Throughout A Website?

7. Page By Page.

8. There Are Several Types of Webpages
• Homepage
• About Us Page
• Product/Service Pages
• City/Regional Pages
• Resource Pages
• Action Item Pages

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. When Done Effectively,
This Will Help With Your:
•Web Visibility
•Branding
•Referrals
•Revenue

11. Putting This Into Action

12. Putting This Into Action
• Think Consumer-First
• Benefits Over Features
• Go Local & Personal
• Connect Through Emotion

13. Think Consumer-First

14. Think Consumer-First
• The purpose of a page is
not to advertise
• Each page should meet
a specific consumer
need

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. Think Consumer-First
• The Consumer is
in control
• Your content should
reflect this

17. Think Consumer-First
• Know Your Consumers:
• Do research
• Take note of common
questions & pain points

18. Benefits Over Features

19. Benefits Over Features
“Consumers don’t
care what your
product does. They
care about what it
can do for them.”

20. Benefits Over Features
• Show how your product or
service can help solve
consumers’ problems
• Specific = Enticing

21. Go Local & Personal

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. Go Local & Personal
• Demonstrate regional
knowledge in content
• Geography
• Weather
• Local Events/Holidays

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. Connect Through Emotion

26. Connect Through Emotion
• Emotions have a
major impact on
purchasing decisions
• Great content
leverages both logic
and emotion

27. Connect Through Emotion
• Build a Connection
• Show empathy for
consumers’ needs
• Provide a relevant &
timely solution

28. Connect Through Emotion
• Include a Call to Action
only after you’ve:
• Earned trust
• Proved relevance

29. In Summary

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. Questions?

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