Heather Sloan

Recent Posts

Four Insurance Marketing Strategies to Beat Your Competition and Bolster Your Bottom Line

Posted by Heather Sloan on Thu, Mar 08, 2018

Most insurers rely on traditional underwriting, accident prevention and claims tactics to bolster their bottom lines. However, savvy insurance leaders know that strong results require another critical component: powerful insurance marketing communication. 

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Topics: insurance marketing, insurance marketing strategies

What’s the Difference Between Inbound Marketing and Content Marketing?

Posted by Heather Sloan on Wed, Feb 14, 2018

There are many marketing terms floating around … inbound marketing, content marketing and outbound marketing to name a few. Here’s a quick primer to help you keep them straight …

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Topics: content writing

8 Secrets of Good Blogs

Posted by Heather Sloan on Mon, Jan 29, 2018

These days, it seems like everyone has a blog. For anyone trying to find success with content marketing, the competition can seem overwhelming. The truth, however, is that not all the blogs out there are good blogs. Some of them are downright bad. To rise above the noise, you need to know the eight secrets of good blogs.

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Topics: blog writing

8 Reasons It’s Harder Than Ever to Rank on Google and Get Organic Traffic

Posted by Heather Sloan on Wed, Jan 24, 2018

Ranking on Google is harder than ever, but this doesn’t mean you should throw in the towel. Companies still need to be cognizant of SEO. Why? Because the majority of all website traffic – 51 percent of it – comes from organic search, according to data from BrightEdge. All this traffic makes a difference in sales, too: more than 40 percent of revenue is captured by organic traffic.

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Topics: content writing, SEO

10 Blog Writing Ideas: Say Goodbye to Writers Block

Posted by Heather Sloan on Wed, Jan 17, 2018

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.

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Topics: blog writing

How to Write Better Email Subject Lines

Posted by Heather Sloan on Thu, Dec 28, 2017

Ready to write better insurance email subject lines?
Use the questions and answers below as a quick guide.

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Topics: insurance email marketing, email marketing services

How to Use Content to Convert Top-of-Funnel Leads

Posted by Heather Sloan on Fri, Dec 22, 2017

Last week, we discussed the importance of respecting the buying journey. In the same article, we reviewed the difference between “top of funnel” and “bottom of funnel” insurance offers. For example, offering a complimentary insurance quote is a bottom of funnel offer because it only appeals to visitors who are ready to buy. The problem is the vast majority of visitors on your website are NOT ready to buy – they are ready to investigate, explore and learn. With this in mind, it’s more effective to greet your guests with top of funnel offers on your home page and other top level pages of your insurance website.

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Topics: content writing

How to Write Content Offers that Respect the Buyer’s Journey

Posted by Heather Sloan on Fri, Dec 15, 2017

Many purchases are based on the need for instant gratification – gum, magazines and fast food are all good examples. The price is low, satisfaction is immediate and there’s little risk involved with the purchase. 

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Topics: content writing

The 3 Biggest Blog Writing Mistakes and How You Can Avoid Them

Posted by Heather Sloan on Thu, Dec 07, 2017

As a content provider, we supply blog articles to many companies. We also track website traffic volume and sources for many clients. After several years of seeing clients’ website data, I know one thing for sure: When executed properly, blogging and social media can make a huge impact on bottom line business results.

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Topics: blog writing

White Paper Writing: The Dos and Don’ts 

Posted by Heather Sloan on Wed, Nov 22, 2017

White paper demand continues to be strong for both insurance organizations and for technology companies that serve the insurance industry. If you don’t offer a white paper on your website yet, now is the time to get one on board.

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Topics: white paper writing