You know your company needs a blog. After all, it’s a great way to maintain an active website with a high Google ranking. It’s also the best way to give customers—and potential customers—the information they want, something that’s more important now than ever.
According to HubSpot, 78 percent of Internet users research products online. Furthermore, companies that blog experience 55 percent more web traffic than those that don’t, and 57 percent of companies have gained business through blogging.
You need an blog. Specifically, you need an active blog with new posts made regularly. So why don’t you have one?
If you’re like many companies, the problem is simple. You don’t know what your insurance company should write about. Luckily, there are a lot of great blog topics for you to consider.
- How-to advice: Your blog should not be a sales pitch. It should be full of helpful information to empower buying decisions. If someone comes across your blog while searching for answers to a question, your company gains exposure and presents itself as a helpful authority. If your company blog develops a reputation as a good source for advice, people will keep coming back to it, encouraging customer loyalty.
- Case studies: Got an interesting story to tell? Showcase your customer’s journey on your blog. Outline the star characters and the challenges they faced; the possible solutions considered; and how the challenge was ultimately solved. End by summing up some lessons learned.
- Company news: Use your blog to announce new offers and products. Any other exciting news, such as charitable contributions or awards, should also earn a spot on your blog.
- Breaking industry news: If you see a breaking news article that affects your industry and customers, rewrite the information from your point of view, highlighting the relevant points and providing links to more information.
- Current events: Writing about current events is a great way to keep your blog relevant. For example, an auto insurance blog might have posts about advances in self-driving cars or new state requirements for drivers. This is especially fun if you can create a tie-in to your industry. For example, How to Build More Business by Rocking it Like JLo.
- Seasonal topics: Which holidays are coming up? What’s the weather like this time of year? Is it National (Fill-in-the-Blank) Awareness Day/Week/Month? Writing about seasonal topics is another easy way to keep your blog current. If possible, try to relate those seasonal events to your clients’ unique interests. For example, if you are writing for insurance brokers, write a blog on how to launch a New Year’s campaign to promote cyber liability coverage.
- Motivation / inspiration: Your blog doesn’t have to be all business. Include articles on leadership strategies; goal planning; healthy living; travel and more. You can even include relevant cartoons, videos or motivational quotes.
- Book or resource reviews: Read a book or seen a movie that you think your clients would enjoy? Talk about it in your blog. Readers love your personal recommendations.
- Community issues: Where does your company do business? Show that you care about your community by posting about local issues. This could include festivals or other events, holiday attractions, noteworthy residents, construction developments, local laws, or anything else that’s relevant to the place where you do business.
- Teasers to promote website downloads: If your website offers a downloadable white paper on 10 ways employers can take control of workers’ compensation costs, promote it in your blog. Showcase a few key points, without giving all the details away. Then provide a link so your readers can download more information.
Now that you know what to blog about, what’s stopping you? If the problem is that you don’t have the time or resources to maintain a blog on your own, contact us to learn more about our blog writing service. We can produce original, high-quality content to give your insurance company website the edge it needs.