Insurance content marketing | 5 steps to better engagement

Insurance content marketing | 5 steps to better engagement
24th January 2019

How to use content marketing to drive conversions and deliver great customer experience in the insurance sector

Ask someone about Insurance and you’ll quickly discover that it isn’t the most inspiring subject that people want to read about in their spare time. However, when you talk about the implications of something going wrong or how to save money on renewals you’ll capture more people’s attention. Insurers need to make sure they’re at the forefront of the customers mind and visible online by producing well-thought out Insurance content marketing that resonates with the issues that matter to target audiences.

Insurance companies that deliver engaging content can reap the benefits in increased conversions, brand visibility and meaningful customer relationships.

1. Who are your target audience?

Researching the target audience should appear at the start of any marketer’s agenda. There’s plenty of techniques to gain the information needed to build buyer personas that are going to aid conversions. These include primary data sources like interviews, focus groups and utilising secondary data. Find out what your audience wants and needs to know about to help you start generating content that’s engaging and relevant.

Other ways to segment your audience is from qualitative and quantitative measures. Information to consider are things like: age, location, job title, challenges and interests. Creating content that includes emotional drivers shouldn’t be overlooked as its reported that consumers that have an emotional bond with an organisation are 80% more likely to recommend it to friends and family.

Learning where your target audience spends time digitally can also help marketers know what channels they’re likely to gain the most engagement, what your audience is already talking about and then use this information to help identify keywords to build content around.

2. Create lots of content and post frequently

Posting relevant content frequently will do wonders for your visibility. Keeping your audience engaged on the platforms they love the most helps build trust in what you have to say and opens the doors to capture more insights on which elements of your insurance content marketing is working and what needs to be adjusted to steer prospects towards conversion.

Google rankings and insurance content marketing go hand-in-hand. On average, websites that produce content of 1,890 words and over will rank on the first page of Googles search results. Although it’s good to have original and new content, updating and republishing old blog posts can increase organic traffic by 111%.

3. Tell stories across different media

There’s a few reasons to support this recommendation. One is to use different types of content to engage audiences and to be creative. 55% of people pay closer attention to video content than any other form. That’s not to say that it’s the only valuable content, with nearly 60% of marketers stating that original written content is the most important to them. This is likely down to video requiring more upfront investment in comparison to what a single copywriter would be able to produce for the same cost.

Using different mediums will also positively impact SEO. When implementing alt-tags properly, using images and videos alongside written content can positively impact online visibility. It’s 50 times easier to appear on page one of Google when a video is included on a website. Google takes into account a multitude of signals to help decide how relevant content is to each search query, covering different mediums is just one way to improve your organisations online visibility.

4. Optimise your content

Search engine optimisation should sit at the core of insurance content marketing as it’s a driver of brand awareness and customer acquisition. 95% of UK adults use search engines to find information online and so it shouldn’t be ignored to optimise content to capture some of the huge volume of existing users. Insurers that aren’t using search marketing, will simply lose out to their competition that are.

40% of research time for insurance is spent on mobile devices, highlighting the significance of insurance companies optimising their content. Over a quarter of consumers in a recent survey stated that they bought insurance policies online, organisations that gear their digital marketing strategy to being customer centric should be optimising for a seamless customer experience across all devices.

The overarching benefit to organisations that have an SEO approach to insurance content marketing is being at the top of page one on search engine result pages (SERPs). Visibility gives the perception of professional authority which is supported by 36% of search engine users who believe that organisations ranking at the top of the results pages are the best brand in their field.

5. Measure, adjust, convert

J.K. Rowling once commented that ‘it’s the ability…to use failure that often leads to greater success’. This can be applied to content marketing, it’s unlikely that any marketer can create the most engaging content that’ll spur conversions off the cuff. Testing and learning are essential to getting better results and achieve business objectives. Using a leading web experience platform like, Sitecore can give organisations a head start, by utilising the various Sitecore features that help improve user experience and increase conversions.

Whether organisations choose Google Analytics, Sitecore Analytics or a combination of the two, using digital marketing tools to measure and analyse data is paramount to creating great content. Using insights and results from A/B testing and analytics suites, marketers can adjust their content to get better results. Learning what content your audience engages best with can also inform user experience tactics. For example, implementing personalisation to show users content that is relevant to them to reduce bounce rates and steer them towards calls to action around the site.

How effective is your insurance content marketing?

Getting great results from content can be time consuming and costly. Most organisations won’t have the resource in-house that have the experience and expertise required to create and manage a successful content marketing plan. Organisations industry wide do understand the value of content though, with 62% of companies outsourcing their content marketing.

At Kagool, we partner with enterprise level organisations that use the Sitecore platform. We deliver amazing content that helps our clients get the most out of their investment. Take a look at our Sitecore content marketing services or contact us today if you’d like to chat about your content marketing strategy.

Insurance Marketing


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