So how then do you market an unexciting industry to an online audience when by reputation alone, this sector does no more than muster a yawn at the best of times?
And whilst you’re navigating the content marketing trail, you’ll find yourself knocking your head against the wall – often. Because trying to get a remarkably large audience to hear your voice in a marketplace that is extraordinarily overcrowded is hard.
So how do you do it?
Just because you think your insurance product or service is perceived to be the kind of subject matter that is something other than interesting – doesn’t make it so.
Pleading the case for bread and butter content’ presentation,It’s what’s known as a static or evergreen content strategy. It has no reliance on trying to go viral every day. Instead, the main objective is twofold – (1) to consistently produce useful content centred on addressing people’s real-life actual concerns – and (2) to develop content that echoes your brand’s aims and values - as a means to build reliable steady traffic week after week.
By understanding the challenges that your clients struggle with you are able to produce content that will provide them with the tools and resources to help them manage those struggles better – assist them in solving problems.
In addition, you are establishing yourself as an authority in your industry, motivating customers to repeatedly turn to you for professional advice.
The takeaway here is to think beyond just insurance products and services.
3. Use a blend of content to become a master story teller
You are writing for an audience who wants to hear a story that presents an idea or concept that they can So figure out your buyer personas, establish where they are, and communicate your content to them in a way you know they will relate to. Infographics, blogs, video, data – the list is pretty endless. Once you’ve built up a steady stream of traffic, gaining traction shouldn’t be difficult.
57% of a purchase decision is complete before an average customer even calls a salesperson. This means you need to be delivering content that contains the information that those customers are searching for constantly so that you aren’t unwittingly excluded from the buying process.
In order to be sure that your content remains consistently useful and applicable, you need to evaluate its relevancy to your target market continuously. This can be achieved through customer and topical surveys, as well as proper keyword research.
Quicksprout also suggests, use other online tools to come up with ideas for new content. Twitter and see what people are tweeting about in real time. Then create blog posts related to these topics. Visit Quora and find out what questions people are asking or do a blog search and establish which are getting the most comments or shares and formulate blog topics around those. Also, use The results of these actions will assist you in measuring the quality of your existing content, its usability in terms of whether customers can actually take it and apply it to real-life situations, and also its reliability.