Insurance Content: What Consumers Want

Insurance content can be a powerful tool for building brand awareness, establishing thought leadership, and ultimately driving conversions and brand loyalty. However, it can be challenging to create engaging content in a seemingly dull industry. Here's an introduction to what people want to see in insurance content:

Today, consumers are increasingly turning to online channels to research and purchase insurance. As a result, insurance companies are investing in content marketing to attract and retain customers. Effective insurance content provides value by solving common problems, offering educational resources, and sharing entertaining stories. It also leverages the power of social media and digital advertising to reach target audiences. By understanding their target audience's needs and preferences, insurance companies can create content that resonates and builds trust. This may include blog posts, videos, social media posts, and interactive tools. Ultimately, by delivering valuable and engaging content, insurance companies can improve their brand image, increase customer satisfaction, and drive profitable growth.

Educational content

Answers to Frequently Asked Questions

Create content that addresses the most common questions and concerns of your target audience. This could be in the form of blog posts, videos, or social media posts. For example, you could explain complex insurance terms in simple language, provide step-by-step guides to filing a claim, or clarify the differences between types of insurance policies.

Short Interviews with Company Representatives

Conduct short interviews with representatives from different departments within your agency. These could be agents, claims specialists, or customer service representatives. Ask them to share their expertise and insights on relevant topics. For instance, an interview with a claims specialist could focus on the steps involved in the claims process and how to expedite it.

Informative Videos or Podcasts

Produce engaging videos or podcasts that educate your audience about insurance-related topics. For example, you could create a video series called "Insurance 101" that covers basic insurance concepts, or interview industry experts on specific types of insurance and when they are needed.

Local Event Highlights

Collaborate with local businesses or organizations to cross-promote events and create content that is relevant to your audience's interests. For instance, if there is a home and garden expo in your area, you could create content about insurance considerations for homeowners, such as additional coverage for valuable art or jewellery purchases.

Seasonal or Holiday-Themed Content

Provide timely information related to the season or upcoming holidays. For example, during the winter, you could create content about preparing homes for cold weather and preventing frozen pipes, as well as offering tips for safe holiday travel.

Interactive Tools and Calculators

Develop interactive tools or calculators that help your audience understand their insurance needs and make informed decisions. For instance, you could create a calculator that estimates the cost of homeowners insurance based on factors such as location, property value, and coverage needs.

Remember, the key to successful educational content is to focus on providing genuine value and solving your audience's problems, rather than being overly promotional. By implementing these ideas, you can create informative and engaging content that establishes your company as a trusted resource for insurance-related information.

Current affairs

A key aspect of insurance content that people like to see is its relevance to current affairs. This means creating content that is not only informative but also timely and newsworthy. Here are some tips for crafting insurance content that resonates with your audience and keeps them engaged:

• Connect to the News – Discuss how current events and news stories may impact the insurance industry and your clients' financial outlook. For instance, natural disasters, economic shifts, or changes in government policies can all have implications for insurance. By addressing these topics, you provide valuable insights and showcase your expertise.
• Be Timely and Relevant – Create content that aligns with the season or accompanies your holiday marketing plans. For example, offer tips on preparing for summer vacations, winterizing homes, or managing finances during tax season. This demonstrates your ability to provide guidance during different times of the year.
• Local Events – Keep your readers informed about fun activities and events happening in their area. It helps them stay engaged with their community and shows that you are connected to the local happenings.
• Address Industry Trends – Stay up to date with the latest trends and developments in the insurance industry. For instance, discuss the rise of on-demand insurance models, the integration of AI and machine learning in insurance, or the increasing focus on sustainability and ESG considerations. By addressing these trends, you position yourself as a forward-thinking and adaptable insurance provider.
• Interview Industry Experts – Collaborate with experts in your company or industry to provide insightful content. This could be in the form of short interviews, Q&As, or opinion pieces. By leveraging their expertise, you can offer valuable insights and enhance your content's credibility.
• Address Customer Concerns – Be responsive to the needs and concerns of your customers, especially during challenging economic times. For example, address how inflation or rising interest rates may impact their insurance decisions. By showing that you understand their challenges, you build trust and long-term relationships.

Seasonal information

Choose Relevant Holidays

Select holidays that resonate with your target audience and align with your agency's values. For example, if your agency specializes in small business insurance, you can create content around National Small Business Week in May, offering tips and recommendations tailored to entrepreneurs.

Enhance Your Personality

Seasonal content allows you to showcase your brand's personality and connect with your audience on a more personal level. Whether it's through a humorous or informative approach, ensure that your content is engaging and aligns with your brand image.

Provide Practical Tips

Offer practical, seasonal tips to your readers. For instance, you can teach them how to plan a road trip for summer, winterize their garage for winter, prepare their garden for spring, or get their kids ready to go back to school in the fall.

Leverage Social Media

Use social media platforms such as Facebook, Twitter, Instagram, and TikTok to reach a wider audience. Create engaging content, such as short videos, bright images, or text-based posts with relevant hashtags. For example, you can create a series of TikTok videos answering frequently asked questions or introducing your agents.

Collaborate with Influencers or Other Brands

Partner with influencers, nonprofits, or other complementary brands to create interesting and engaging content. For instance, Esurance partnered with the stars of HGTV's The Property Brothers to produce a series of DIY tips and tricks for common household issues.

Be Consistent

Consistency is key when it comes to creating an effective content strategy. Develop a content calendar and post regularly to build a steady inflow of readers and improve your search engine rankings.

Remember, seasonal content should be relevant, engaging, and provide value to your audience. By incorporating these tips into your content strategy, you can create informative and entertaining content that resonates with your target audience and helps build trust in your insurance agency.

Social media trends

Be Active on Multiple Social Media Platforms: Insurance agents need to go where their customers are. While Facebook, Twitter, YouTube, and Instagram remain popular, newer platforms like TikTok are also gaining traction. Diversifying your social media presence increases your reach and allows you to connect with a broader audience.

Video Content: Video-based content is on the rise, and platforms like YouTube and TikTok provide excellent opportunities for insurance companies to engage with their audience. Videos can be more engaging and memorable than static posts, and they can also be easily shared across multiple platforms.

Solve Problems: Instead of a hard sell, focus on providing valuable information that solves your audience's problems. Answer frequently asked questions, offer tips and tricks, and address common misconceptions about insurance. By helping your customers without being overly salesy, you build trust and establish your brand as a reliable source of information.

Storytelling: Storytelling is a powerful tool to engage your audience and build brand loyalty. Share stories about how your company has helped customers in unique or challenging situations. Showcase customer testimonials and highlight the human element of your brand.

Build Partnerships: Collaborate with influencers, experts, or other brands to create co-produced content. This can help expand your reach and add variety to your content. For example, partnering with HGTV's The Property Brothers to offer DIY tips or working with pet insurance experts to provide valuable content for pet owners.

Highlight Differentiators: What sets your company apart from the competition? Is it a unique app, a focus on sustainability, or something else? Create content that showcases your brand's personality and highlights what makes your company different and appealing to customers.

Engage with Current Events: Stay relevant by tying your content to current events, especially those that your brand is actively involved in. For example, if your company is participating in a local college fair, create content around it and share pictures to show your dedication to the community.

Consistency: Consistency is key in social media marketing. Develop a content calendar and post regularly to build a steady inflow of readers and followers. Consistency also helps establish your brand as a reliable source of information and keeps your audience engaged and expecting more.

Mobile Optimization: With over 50% of insurance searches being performed on mobile devices, it's essential to optimize your content for mobile. Ensure your website and social media content are mobile-friendly, with responsive design and quick loading times.

Calls to Action: Include clear and direct calls to action in your social media posts. Make it easy for potential customers to take the next step, whether it's contacting you, visiting your website, or downloading a resource.

Personalization: Customers appreciate personalized messages and experiences. Use first-party data to tailor your content and create a more targeted and engaging experience for your audience.

Customer testimonials

According to a report by McKinsey & Company, companies that post regular blogs and other content receive 97% more customer leads than brands that do not engage with customers online. The same report also found that 90% of consumers value custom content distributed by brands, and 78% of clients believe that brands that release custom content are interested in building positive relationships with their clients.

Testimonials are a form of custom content that showcases your brand's ability to deliver on its promises. They are a powerful way to build trust and credibility with potential customers. When creating content for your insurance company, it is essential to keep in mind that the insurance industry can be complex and confusing for many people. By including customer testimonials in your content strategy, you can provide potential customers with insights into how your company has helped others in similar situations.

• Obtain permission: Before using any customer testimonials, ensure that you have obtained explicit permission from the customer. It is important to respect your customers' privacy and only share their stories if they are comfortable with it.
• Focus on storytelling: Instead of simply stating the benefits of your insurance products, use customer testimonials to tell a story. Share the customer's journey and how your company helped them during a difficult time. This will make your testimonials more relatable and engaging.
• Highlight specific benefits: Use customer testimonials to highlight specific benefits of your insurance products or services. For example, you can showcase how your company provided excellent customer service, streamlined the claims process, or offered comprehensive coverage.
• Use a variety of formats: Customer testimonials can take many forms, including written testimonials, video testimonials, or audio recordings. Consider using a mix of formats to make your content more engaging and accessible to different types of learners.
• Showcase diverse customers: Feature customers from different backgrounds, ages, and demographics to showcase the inclusivity of your brand. This will help potential customers relate to the testimonials and see themselves using your insurance products or services.
• Address common concerns: Use customer testimonials to address common concerns or pain points that potential customers may have. For example, you can include a testimonial from a customer who was initially hesitant to purchase insurance but eventually benefited from your company's products.
• Be transparent: Ensure that your customer testimonials are authentic and transparent. Do not overly edit or manipulate the testimonials to make them sound too perfect. A little bit of imperfection makes them more relatable and trustworthy.
• Include a call to action: Use customer testimonials as an opportunity to encourage potential customers to take the next step. Include a clear call to action, such as "Get a quote today" or "See how we can help you too."

By incorporating customer testimonials into your insurance content strategy, you can provide potential customers with valuable insights into how your company has helped others. This will help build trust, foster confidence, and ultimately drive more conversions. Remember to be creative, authentic, and customer-focused in your approach to crafting these testimonials.

Frequently asked questions