Insurance agencies are spending on PPC and other forms of advertising driving up the cost of leads.
While many are not investing as heavily in branded content.
I see many agents sharing insurance marketing campaigns from around the web like the “Life Happens” content.
Although sharing other insurance marketing content is great, it is important to have your own branded content as well.
It will be an essential part of building up a pipeline of inbound leads for your agency.
Let’s go over why branded content is needed in your insurance marketing.
Get attention
In 1970 consumers saw an average of 500 ads per day, in 2018 we see an average of 5,000 ads per day.
This means that ads are less effective today than 40 years ago.
So, successful companies have found more effective ways to get their buyer’s attention.
With branded content.
Branded content is more engaging, stands out from ads, and offers value to the reader.
Naturally, this type of content gets consumed much more than ads.
So, investing in branded content can get more attention from your audience than advertising.
Brand Recognition
Because you are getting more attention, and it is directly to b-r-a-n-d-e-d content, your brand recognition will grow.
As your brand recognition grows your conversions increase and leads become warmer.
Your content was helpful to the reader and so it built trust without pitching them.
When they are ready to make an insurance purchase, guess who they will want to do business with?
Not the agency jamming ads down their throat.
More likely the agency that created an awesome piece of branded content answering their questions during their research.
SEO and Leads
Your targeted content and all of that attention and brand recognition is going to help grow your SEO.
Naturally, the branded content you create will be to answer your audience’s questions.
For example, a life insurance agent may answer:
“Do I need Term or Whole Life Insurance?”
So, this is great for SEO because these questions get searched frequently in Google.
By creating valuable content answering these questions, you can generate traffic to your insurance website from the searches for these answers.
You will find that for some of these keywords, the searchers are ready to speak with an agent or make an insurance purchase.
This means you can directly generate leads from your branded content when these visitors convert on your website.
It Generates Interest
Branded content is engaging, helpful, and interesting.
Especially to younger (30 and below) consumers who have good incomes and need multiple insurance products.
Branded content is probably the only way you will reach this age demographic.
But even for 30+ consumers, branded content will be the way to capture their interest and get them ready to discuss your insurance offerings.
Content that is about the things they care about the most are sure to get their interest.
Things like their family, home, cars and their future.
Creating content around these topics that tie insurance in is a great way to get folks interested in your insurance offerings.
Final Thoughts
Although branded content is definitely an essential piece to your insurance marketing.
It has its challenges.
Be prepared to tackle the following:
- Performing keyword research and SEO
- Finding a good graphic designer
- Creating high quality unique and interesting content
- Consistently creating content
- Sharing and promoting your content
If it is daunting or seems like too much, then consider this.
You could cut back a little on PPC advertising spend and pay for a service like Leadsurance that will create branded content for you.
You would be investing in assets for your business that generate leads for months and years to come, not until your ad budget runs out.
Plus, with Leadsurance, we handle everything for you.
Don’t worry about doing the keyword research, content creation, graphic design, posting to your blog and social media sharing.
With us you will save a lot of time and get quicker and better results.
Ok, Go
I just shared why you need to be using branded content in your insurance marketing campaigns.
Now, I want to know how you are planning to use branded content.
So, go!
Tell me in the comments below what ideas you have for your next insurance marketing campaign.
