« Insurance Marketing: Content Strategy Is Key To Improve Lead Generation »

Online content is an insurance marketing opportunity. Insurers have been developing printed marketing content for years. It’s the practice of taking that content online and optimizing it for Google and other search engines that is the vital new twist. Content that used to be communicated through print materials and broadcast channels can now be communicated and distributed more efficiently (and often more effectively) online.

Content Strategy Is a Must for Insurers

Insurance marketing and communications strategies require a content component. During all phases of marketing -- from lead development and nurturing, to social media activity, product launches and brand campaigns -- it is the content (both online and printed materials) that spur action by your target insurance buyer audience. 

Content Initiates the Lead Nurturing Cycle

Current marketing practices research by Eccolo Media indicates that consumers seek out online marketing content in the pre-sales phase of the lead nurturing cycle -- before they ever speak with a company rep or underwriter, or obtain a coverage quote. That means insurance marketers need to view content (especially online content) as the entry point in lead generation. As the content specialists at Eccolo Media state, “Evangelizing proactive content strategy from the C-suite down will not only result in more cost-effective and targeted communications, it will support a more nimble and relevant organization overall -- one that is uniformly committed to more leads, warmer leads, and content assets that are more easily tuned for market advantage.” 

Insurers Should Incorporate a Variety of Content Delivery Channels

For today’s insurers, a proactive strategy should incorporate a variety of content delivery channels, such as brochures, product sheets, case studies, white papers, seminars/webinars, blogs, social media, newsletters, and online/offline broadcast ads and interviews. Five years ago, the online marketing piece simply did not seem relevant to many insurers. Today it is rapidly taking hold. 

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