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In the digital marketing realm, “content is king.” In simple terms, web-based content that is informative, engaging, and relevant helps drive traffic to your website. Your agency’s content can also be used to share on social media or in business blogs. In fact, blogging has been proven to dramatically improve online visibility, and can provide visitors with the details they need to make informed purchasing decisions. Having a clear picture of the topics you wish to share and how to create visitor engagement is often difficult for many agencies, especially when considering search engine optimization (SEO) strategy. How can you plan effective blog topics for your company? In this guide, we will show you how.
In years past, companies would often use a variety of online tools to identify topics for blogging. While this is still a common practice, it typically leaves much to be desired – these tools do not know your audience or your company, and generic topics produced by these tools tend to fall flat. This is especially true if your company is in a distinct industry niche, such as specialized liability insurance or captive insurance solutions. For SEO strategy and for creating engaging topics for your company’s blog, there are several key components to consider. To achieve success in blog topic planning, you must:
Industry stakeholders, including sales personnel, developers, agents, and brokers know their customers, and they know their products and services. It makes sense, then, to reach out to them for topic ideas. Perhaps an agent has gotten repeated questions about a particular service or policy coverage. Maybe the call center is providing information about a certain type of policy or rider. In each of these cases, the opportunity for an engaging blog topic appears.
For effective blogs, there tends to be a “sweet spot” where blog topics consider both visitor interest and the expertise or experience of the company producing them. For example, an insurance agent may have exhaustive knowledge of policy coverages and limitations, but consumers may not be as interested in these inner workings. Instead, it pays to balance the two aspects, providing topical details that engage with and inform the reader without getting too bogged down in the insurance industry minutiae.
Search engine optimization (SEO) is the practice of making web content more visible to search engines. Done right, and your website or blog can appear at or near the top of search results in Google. For blogs, SEO strategy must be incorporated; after all, a blog post and topic might be incredible, but if people cannot discover it in a web search, what’s the point of producing it in the first place?
For the purposes of improving search visibility of your agency’s blogs, keyword research is a critical component. There are myriad keyword identification tools on the web, including numerous free services like Google Analytics. When researching keywords, try to identify both single words and related key phrases. One practice that produces results is to type in a given keyword in a Google search and then view the “People also ask” section on the results page. This not only identifies related keywords, but can also be a springboard for topic ideas.
Now that you have identified relevant, engaging topics that your audience might want to read, and have explored keywords for your SEO strategy, it is time to distill all this information into a blog post. Many agencies struggle with the writing of blogs; having a great idea and related keywords are only part of the formula for success.
Third-party digital marketing firms that specialize in the insurance industry can help you bring your ideas to life. With talented content writers and cutting-edge SEO tools, these marketing firms can help you unlock the full potential of your blog topics. In no time, you can build an engaged audience, share information, and create new business opportunities for your agency, all with the assistance a blog topic planning strategy.
Agency Tsunami is the digital marketing division of Neilson Marketing Services, who has provided the insurance distribution sector with innovative marketing and communication solutions for over twenty-five years. With our Agency Tsunami program, we have implemented an integrated marketing strategy that includes optimized, professional websites supported by high-quality SEO and Social Media for hundreds of insurance retailers and wholesalers. Our goal is to help your insurance business perform and generate new opportunities. Give us a call at (800) 736-9741 to learn more about how we can do that for you.
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