Most insurance agencies understand the value of a company blog by now. After all, it’s been proven to be one of the most cost-effective and useful marketing strategies yearafter year.
The question isn’t whether your agency should blog. The question is: what should you blog about?
Some answers to that question are obvious. Your insurance agency’s blog should provide useful information about the risks that your clients are most likely to encounter and the insurance solutions that can solve them.
While these problem-solving posts are useful in bringing new prospects to your website, they won’t keep them there long. Once the problem is solved, the reader is off to their next Google search.
There’s another inherent pitfall to limiting your blog’s posts to insurance-specific topics. As much as it pains me to say it: they’re not terribly exciting or interesting to the average reader.
How can an insurance agency make its blog something more useful on a day-to-day basis? How can you create posts that are generally interesting to the average consumer and still relevant to your products?
According to a survey conducted by the Nielsen Strategic Health Perspective, 47 million American households have a consumer who is attempting to manage allergies, acid reflux, or any number of other ailments through smarter diet choices. In total, 63% of Americans surveyed - with and without ailments - are trying to prepare healthier meals for themselves and their families.
What if your agency integrated a regular feature helping your clients achieve their goals of healthier eating habits?
Food bloggers were at the cutting edge of the blogging trend, and they’ve learned how to secure that position using drool-worthy photography, easy-to-follow instructions, and friendly approachability. Today’s food bloggers don’t just post recipes. They offer solutions, highlight health concerns, and take readers along with them to visit local restaurants and farmer’s markets.
Why not embrace this down-to-earth approach to blogging and try it out on your insurance agency’s website?
Have a health-conscious agent who knows the scoop on the best heart-healthy cafes in the area? Give them a platform for sharing this valuable information on your agency’s web. Have someone on staff who loves to share her favorite recipes and post pics of delicious dishes on her Instagram feed? This is her chance to shine.
If your agency provides personal risk management to the average American consumer, why not offer them some actionable tips for starting risk management at home in their very own kitchen? It’s good for them, it’s good for your agency, and it’s good for the insurance industry.