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5 Content Marketing Strategies for Life Insurance Companies

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5 Content Marketing Strategies for Life Insurance Companies | HandmadeSEO
5 Content Marketing Strategies for Life Insurance Companies | HandmadeSEO

Why is content marketing one of the best marketing strategies for life insurance companies? It helps you stay in touch with prospective clients and improve relationships with existing ones.

However, to take advantage of the full spectrum of benefits content marketing provides, you will need to create a content marketing strategy first.

Business-to-consumer (B2C) companies, including life insurance businesses, that have a well-documented content strategy, consistently report getting better marketing results than those who do not.

Here’s how you can start creating a content marketing strategy for your life insurance company today!

5 Steps to a Great Content Marketing Strategy for Life Insurance Companies

1. Set Clear Objectives

Defining your objectives early on will help you zero in on the types of content you need in order to create to achieve the results you want.

Do you want to generate a lot of traffic? Focus on finding unique angles that have not been explored by your competitors, and use the power of social media to increase the reach of your content.

Is your main goal lead conversions? You should pay special attention to creating in-depth, long-form content, and include valuable content upgrades (lead magnets) in all of your posts.

2. Research Your Audience

One of the main benefits of content marketing is its relationship building potential, but it only works if you understand your audience.

Don’t just rely on past experience; do your research.

Who is your ideal customer? What are their main problems? What questions are they asking?

It is also helpful to determine where your customers are in their buyer’s journey and create content that works for each stage of that journey.

3. Check out the Competition

To build a successful content strategy, you are going to want to check out what your competitor is doing.

This does not mean that you have to copy all of their marketing strategies. In fact, you probably shouldn’t.

However, if a particular content strategy or distribution channel is working really well for them, it could work for you too.

You do not have to reinvent the wheel when it comes to your content. Put your own unique spin on it, try to create something better than is already out there, and the results will come.

4. Come up with Valuable, Relevant Content Ideas

There is a difference between creating content and creating valuable, relevant content.

Look back on your audience research. What content would help your audience? What would they want to read before choosing a life insurance provider?

If you do not know where to start, consider putting a unique spin on a competitor’s piece, or send out a survey to your existing customers to find out what they want to read.

5. Create a Process for Tracking and Analyzing Results

By consistently monitoring your progress, you will be able to tailor your content marketing strategy to what works for your audience.

For example,  adjusting your content strategy to create more “how-to” blog posts if you see they are generating a large amount of traffic and leads.

Having a solid process in place for analyzing and tracking your results will help you stay consistent and make the most out of your content marketing efforts.

How Handmade SEO Can Help

Creating a content strategy from scratch is not easy, but it gets results.

Here at Handmade SEO, we create and execute content marketing strategies that help position your life insurance business as an industry authority while building trust with your existing customers and attracting new ones.

Want to see how we can work together?

Check out our process here.


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