Six Simple Steps For Effective Insurance Agency BlogsJacob
All insurance agencies and brokers must blog, showing their experience with original content. Blogs help website rigidity, provide content for social media marketing, and help improve insurance search engine optimization. Here are six simple steps to create more effective insurance agency blogs:
Keep the title short: 5 to 10 words – Long blog headlines impede formatting, sharing, and effectiveness. Spend a little extra time to simplify the headlines of insurance agency blogs. Remember, they don’t need to be a sentence, they can be a topic or a phrase.
Offer an interesting angle or nugget of insight: Just as a journalist or freelancer would look for an angle to present your article, so should agents, brokers, and agency sellers. Why is this blog of interest to target readers? What are they going to learn? What is interesting, compelling, or educational about the blog?
Add an image – Images are interesting, and blog reader metrics show that image blogs attract more visitors. Images can enhance format, professionalism, and branding. They can help quickly convey what the blog and / or your agency wants to convey. For example, if the blog is about new OSHA regulations related to restaurant insurance, an image pertaining to OSHA, food, food storage, or perhaps the exterior of a restaurant may enhance the blog.
Use bullets or captions: It is quicker and easier to assimilate information in bulleted or captioned formats. Many recommend that emails to executives use bullets to quickly convey important information. Blogging should be relatively short, as noted in Step 5, and bullets and captions help keep information concise and better organized.
Keep content short (200 to 500 words): There are many perspectives on the length of the blog. I tend to think that shorter blogs can be better blogs. Long topics often work best with a blog post and a link to additional information on an insurance agency’s website, such as a white paper, recorded webinar, video, or web page with relevant content. Blogs can be very short, even a few sentences can suffice if the blog is redirecting to other content as mentioned above. In cases of video sharing within a blog (for example, watch this whiteboard video on group captives and large deductible plans), they are often referred to as vlogs rather than blogs.
Constantly publish and share your blogs: for a blog to be effective, it must be consistent. Visitors who view a blog and find that the most recent entry is a few months old will be disabled. They will know that the insurance agency is not paying much attention to the blog and will question the relevance. Blogs must be up to date and shared. The blog content helps agencies with insurance social media marketing, providing something current and relevant to share with their target market. Agents need to make sure they have social media gum associated with each blog, so that their readers can also share them.
Insurance agents and brokers can and should blog about insurance topics such as benefits and compliance, PPACA, PLI, and group captives, although they can also intersperse blogs about business, travel, book reviews, and other articles that may be of general interest. Agencies that don’t have the time or resources to write consistent blogs (at least once a week) can use a competent insurance marketing agency to increase their efforts.