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Tips on Creating an Effective Insurance Blog

If you are in the insurance business and are considering starting a blog, here are a few things to consider.

Creating custom content for your insurance business is a great way to attract and retain customers. Many small businesses that use well qualified insurance writers as part of their content marketing strategy report positive results from regularly creating and sharing information.

Another obvious benefit of content writing is the ability to add value to your customers’ lives outside of your everyday business. For example, creating content specific to your target area of expertise shows that you are active in that community and can be the reader’s primary resource for all things related to that field. Therefore, helping you establish your business as a trusted thought leader.

Getting started can be intimidating, but we’ve narrowed the process down to a few easy-to-follow steps to help you learn how to start writing about insurance today (and avoid any pitfalls along the way). 

Graphic of a text:L "Starting an Insurance Blog"

Insurance Blog: Vehicle for Authority Building

Content marketing can be a powerful method of generating insurance leads and conversions. An insurance blog, in particular, allows you to connect with current and potential clients while improving search engine rankings. However, finding ideas for new and exciting posts about insurance can be difficult.

Many website visitors find insurance-related content inherently dry or confusing, so engaging them takes a little extra effort. This presents both a significant challenge and an opportunity. Outshine the competition with quality blog content, and you’ll find yourself attracting and retaining customers. To achieve this, you will need to understand the needs of your potential clients (a golden rule of a blog is to know your audience) and writers who are experienced and also experts in the insurance industry.

Common Mistakes in Insurance Content

Commercial insurance can be a very complex area. It is essential to convey your services to consumers accurately and clearly. Here are the main mistakes that occur in insurance posts:

1. Wrong description and positioning of the business

Articles can sometimes contain business descriptions that are too general. Be careful that the description you choose covers all of your activities. For example, commercial/ health/ life/ travel/ auto owners insurance; if you are active in each of these areas, then tell the reader in detail about them, what services you have and what they are for.

The wrong description of the business can lead to all sorts of problems. Readers may feel confused (never a good thing) and fail to understand the value of your company.

2. Hiring Incompetent Writers

Suppose you decide not to hire a freelance insurance writer but wish to hire a more budget-friendly copywriter. In that case, we strongly advise you to look at the writer’s previous work, as your credibility will suffer if your written content is non-professional. Furthermore, there may also be a misunderstanding about your services or incorrect legal terms.

3. Writing Content Specifically to Make Sales.

 Granted, sales are important, and are the crux of your reason d’être. However, if each of your insurance blog articles calls for the purchase of your services and benefits, the reader will become weary of your content and begin to lose trust. The balance between sales and utility is very important. You must explain what insurance is and what aspects of a consumer’s life it can protect. The more value you provide, the more people will trust you.

Top 5 Tips For a Successful Insurance Blog

1. Explain the Types of Insurance Available

An expertly-written insurance blog positions your agency as an authority. Clients need to be sure that they can turn to you for answers.

Start with a simple but detailed overview of the different types of insurance you provide and the factors customers should keep in mind when choosing between the main types of coverage.

Because the topic of insurance is so broad and your agency likely offers a wide range of options, it’s worth splitting this type of content into a series of posts from your insurance writers. Every insurance writer should delve into the many types of insurance provided for this category.

2. Understanding Local Insurance Requirements

Insurance requirements vary significantly from state to state, making the already tricky screening process much more overwhelming for your prospects. Your freelance insurance writer should help them solve their problems with local blog content that delves into state or regional requirements.

This type of content in insurance costs can range from a region-specific general approach to urgent updates on the latest events that may impact customers.

 3. Add Short Answers to Questions

In-depth content is crucial in establishing your company as a respected resource in the insurance industry. However, sometimes readers prefer short, to-the-point blog posts.

Make it easy by providing easy-to-understand answers to the questions your reps receive most frequently. They should provide basic information and encourage readers to get in touch to learn more.

4. Use Guest Blog Posts

Whether written by insurance writers or the regular copywriters you partner with, guest posts dilute your content, bringing a new perspective to your blog. They are also great for marketing, as writers can promote guest content on their social media pages.

5. Don’t Forget About Seasonal Blog Content

Seasonal blog content can encourage readers to invest their reading time in your insurance posts. Such articles may be directly related to the coverage process, especially if it has something to do with holidays or other seasonal events. Examples include:

  • Information about whether renter’s or homeowner’s insurance covers Christmas gifts and to what extent
  • A guide to help readers determine if they should invest in gift insurance
  • An insurance expert’s perspective on the best time of year to invest in specific types of coverage
  • Tips for avoiding traffic accidents and the accompanying increase in insurance rates in winter
  • Understanding the relationship between spring cleaning and various insurance policies

This content can attract additional customers who may only be initially interested in insurance under specific, season-driven circumstances.

Your insurance blog will include a large number of features and complexities. But if you can organize it properly and find worthy insurance writers, then your company will be able to find a large number of new customers and increase its credibility and expertise.

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By Susan Barlow

Dr. Susan Barlow is retired from academia after teaching business administration, project management, and business writing courses for over 20 years.

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