The importance of having insurance doesn’t necessarily correspond to how often we think about it. However, insurance companies can make use of content marketing to interact with potential customers and policyholders. It should be noted that this is not a straightforward journey at all; it can be demanding. It’s not as easy to create engaging content for insurance customers as it is with B2B marketing.
The latter tends to offer insight on how to excel in the workplace while the former is entirely different. For insurance companies, it can be a daunting task trying to pique the interest of their consumer base, unlike most B2C brands. So, what can they do about it? For starters, they need to establish a balance between making the content engaging for their consumer base and making it accustomed to their brand’s image. Insurance companies can have the upper hand by applying creative means to their otherwise boring image.
Here are five reasons why insurance companies should invest in an effective content marketing strategy:
While engaging content can promise a lot of potential customers, don’t forget about your existing ones. Effective content marketing keeps insurers in the back of the policyholders’ minds at all times. People don’t often think about their insurance aside from paying their premiums. By effective insurance copywriting, a better relationship can be formed between the insurers and their policyholders. This can bear a substantially positive impact on retention rates, and ultimately benefit your company in the long run.
The primary issue insurance companies face is getting people to trust them. According to the EY Global Insurance Survey, UK consumers trust banks more than they trust insurance companies.
In today’s world, small business owners don’t have enough time familiarise themselves with insurance policies. Insurance companies must address this challenge by producing informative yet engaging content that will allow these people to make informed choices about their protection needs.
Blogs are one way to provide a detailed outlook to your potential consumer base and highlight why growing businesses need insurance policies to remain successful in the long run. In fact, it has been proven that effective content marketing can allow insurance companies to grab the interest of even the busiest of audiences that have high expectations and relatively low attention spans.
Nowadays, if you wish to stay relevant in the UK’s competitive market, you must have a firm content marketing strategy in place. According to a 2018 study by the Institute of Content Marketing, 86% of businesses employ content marketing, with 45% expecting a substantial increase in their content marketing budget over the next year.
It should be no different for insurance companies if they wish to stay relevant and ahead of the competition as well. Even though it might be more challenging for insurance companies to create engaging content that will rein in substantial ROI (Return On Investment) in comparison to others, proper use of content marketing can yield tangible results.
Aviva is currently the leading insurance company with more than 15 million consumers in the UK. It has pioneered the use of digital tools to make everything easier and quicker for its customers. These very tools also allow Aviva to create digital experiences and build long-lasting relationships via appropriate and engaging content.
If we talk about the Aviva Plus initiative, it is evident that the company has appealed to a mass audience by developing an industry-first subscription insurance policy. It aims to rebuild the general public’s trust in the insurance industry by treating existing customers the same way as new ones. This means that existing customers will be offered the very same deals as new ones whenever their policy is renewed. Moreover, the company has eradicated all extra monthly charges, including policy amendment and cancellation charges.
It should be clear by now that insurance copywriting can be successful if its focus lies primarily on educating the target audience. Insurance companies have garnered a bad reputation over the years, with some accused of selling deceptive policies and others of delaying payouts for as long as possible. Thus, it’s not going to be an easy sell for content marketers. But this opportunity could be used to educate the general public through your content about the benefits of insurance.
Content marketing is only effective when it offers something of tangible value. That is why it should be educational and relevant so that it can engage audiences. You could write some blog content to address common questions or create video case studies that illustrate how insurance helps people get their lives back on track.
As the consumer base tends to become more and more sophisticated, its underlying interest in traditional advertising fades correspondingly. People have started to learn that they should prioritise their buying decisions and research over seemingly attractive advertisement campaigns. To rank high in the potential consumer’s purchasing consideration ladder, insurance companies have to produce helpful and educational content.
With all of these benefits, it should be evident how pivotal insurance content marketing really is. WooContent is an insurance copywriting agency that understands insurance content marketing. You can count on our impeccable insurance copywriting service, so if you’re an insurance company that needs help with its contact marketing, please contact us today.
It can be difficult for insurance agencies to market their brands properly in the current competitive environment. But technology presents a variety of opportunities to show their brand in the best light. Here are 7 insurance copywriting tips that will help you create unique and profitable copy to fit in with your agency’s marketing drive.
Copywriting plays a pivotal role in improving your general online profile and website traffic. Good insurance copywriting conveys an original and relatable brand voice to your desired audience. Great copy also has a knock-on effect on your overall digital marketing strategy.
In these times, a brand’s visibility is as significant to customers as physical communication. There is a level of trust engendered through a phone call or direct interaction with a client; your facial expression, tone, and body language communicates trust to your clients. This trust is not as easy to create on the internet, so you need to maintain a style of communication that makes your clients feel like they are communicating with a real person.
Making social media advertising honest and marketable is the work of an effective insurance copywriting service. Below are 7 tips and tricks to improve your social media marketing efforts.
Understanding your audience is a key part of copywriting and marketing which many people tend to ignore. Any insurance content that ignores the importance of the audience will lack impact and influence, and most importantly, your message will not get to your intended market.
When you write, you should do so with a target audience in mind and address your writing to them. Think about their wants and needs, and offer the best solutions to address them. This tactic helps you direct your efforts at the people who need your products and services while also helping you to avoid those who do not.
One thing to do before you publish any article is to read it for clarity. Read every word and sentence, and ensure that the message is clear. Your choice of words and tone is crucial. Keep things simple and to the point, and avoid overly long or ambiguous copy – it must not read like a university thesis!
A good rule to remember is the 'KISS' method: Keep It Short and Simple. The best adverts on television, radio or billboards have one thing in common – brevity and directness. Imagine listening to a long, boring pitch – not fun, is it? You should always remember that other people feel the same way when your writing is long-winded, hence why when it comes to your copywriting, you should keep it short and simple at all times.
In sales, a call to action is the next step to take after you have convinced your reader of the importance of your product.
What is a call to action? It is the content that convinces the reader or customer to carry out a particular task. Calls to action often takes the form of an instruction or directive – a good example is "Add this to your cart now".
Using hesitant terms like "would you like to?" or "if" is giving people an easy way out, so you do need to be direct and make it clear what you want people to do. This helps to let your audience know why they should take the action you want them to take, and helps solidify the decision.
Imagine advertising a phone with a great camera, top-quality screen, and excellent battery life. Do you think people buy products based on the ideal features alone? Some people may say yes, but the truth remains that people often make purchases based on benefits.
What we have above are features of the product and specifications. In the world of insurance, they could refer to the cost of insurance itself or the basic things covered by insurance.
What features do is show the credibility of the insurance service or product. But benefits show people reasons to purchase the product.
How does the product contribute meaningfully to your customer’s lives? Does it in any way make life simpler? Does it bring a certain peace of mind? Benefits provide answers to the questions, “What’s in it for me?” or "How much will this help me save?"
When people give you credit for the incredible work you do or the perfect service you provide, it is not something you want to hide under a rock – testimonials are things you display proudly. This is even more important in the insurance market, as it gives you more credibility.
Despite the need to publicise your achievements, it is important to use testimonials which your audience can relate to, as you don’t want your testimonials to sound fake and pretentious. Use the most human and relatable ones.
While you must aim to show your best face and show off the incredible work you are doing, you must understand that too much focus on your achievements will rub your customers the wrong way.
You want to show them how you can help them, what you have to offer, how you can be useful to them. Show off your awards without sounding too self absorbed. Choose above all else to show how you or your product can be of service to those who need them most.
If you follow these 7 tips, you are on the right path to becoming an insurance marketer with a difference, and you can impact your market and rake in the profits that will follow. You will make your customers feel like they are having a conversation instead of feeling like they are being made to buy something.
For a great insurance copywriting service that can provide content that will not only draw customers towards your business but also improve your search engine ranking, lead generation, click-through rates, brand visibility, social media engagement and most importantly, conversions, you should consider hiring the services of an insurance copywriting agency.
In reviewing copy for your firm, an expert agency first understands your company’s values before ensuring that those values are communicated to your prospective customers.
We would love to assist you in making the best decisions in your digital marketing strategy. Get in touch with us today!
One man’s trash is another’s treasure, which is why there have been some seriously odd insurance policies taken out in the past. Talking about the weird and wonderful types of insurance helps to put the more everyday policies into perspective. Plus, they’re a little bit of fun – how many of these have you heard before?
From particularly fine moustaches to unofficial trademark chest hair, people have been insuring their follicles for plenty of money for decades. Perhaps the most insane policy was that of Tom Jones, who covered his chest hair for a whopping $7,000,000. It didn’t help his singing, but it played enough of a role in his persona to warrant a premium.
Certain celebrities are known for their fantastic bodies and Jennifer Lopez was the original ‘curvy-bottomed’ superstar. Protecting her main asset, she took out an insurance policy for $27,000,000 to ensure that any loss of earnings incurred by a change to her derriere, not as a result of her own doing, would be covered.
They don’t get much weirder than this. Alien abduction insurance, which pays out $1 a year, for a million years, has not only been taken out, but at least two successful claims have been made as well. We assume it’s to cover the space and time difference, or maybe the aftermath of any tests that are carried out…?
Babies are a blessing, but more than one appears to be a nightmare for some expectant mothers, who take out multiple-birth insurance. Yes, that’s right. If a mother has been told that she’s having just one baby by a medical professional, and more pop out, she can claim on her policy, ensuring some money to cover the extra costs. Is it paid per child, we wonder?
As of 2019, the average cost of a wedding in London is nearly £25,000, which is why an increasing number of brides and grooms to be are taking out ‘jilted’ insurance. The weird part about these policies is that many policyholders don’t tell their betrothed about the premium, even of the day goes ahead. What a great way to start a marriage, with a huge secret and a lack of faith!
Confidence in one’s abilities is great, but a UK comedy troupe took things a bit far when they got themselves insured against ‘death by laughter’. They were genuinely convinced that they were so funny that an audience member could die from laughing too hard and they didn’t want to be sued if it happened. What a joke.
Winning the lottery is a dream held by many a work syndicate, but employers have seen the potential pitfalls of a mass resignation and taken out lottery win insurance. The premium is designed to cover the costs of hiring replacement staff and temporary team members in the event of a win.
Actually, it’s more like legs $2.2 million in Heidi Klum’s case. As a world-famous supermodel, she insured her pins against damage and mutilation in case she couldn’t work again, but the really weird part is that one is insured for more than the other – the reason is that her left leg already has a small scar on it.
If a food critic loses the ability to taste, they are, essentially, out of a job, which is why the late Egon Ronay had his taste buds insured for $400,000. The premium would pay out if he had accidentally eaten a dish so spicy that his tongue was irreversibly damaged, or harmed in any other way.
The Rolling Stones might be ageing rockers now, but Keith Richards hasn’t mellowed in his later years. Determined to always be able to use his middle finger to express his disdain for certain people and actions, he has insured it for $1.6 million. If at any point he can’t extend and accompany it with some choice words, he can make a claim.
Celebrities do seem to have cornered the market in bizarre insurance policies, but everybody can protect themselves from, near enough, anything. It all comes down to finding an insurance company with either a good sense of humour or the ability to gauge a genuine risk – regardless of how unusual.
Most industries have now cottoned on to the idea that content marketing is essential for driving success in today's digital world.
As Content Marketing Institute research shows, engaging content encourages brand loyalty, increases organic search traffic and reduces the cost of generating leads. Interesting content is a top 3 reason for people following a brand on social media, whilst inbound marketing leads cost less than half that of an outbound marketing lead.
But what's really interesting is the way 'boring' industries are capitalising on content marketing, in many cases putting 'cooler', more fun brands to shame. In many ways this has come about through necessity. Faced with a hugely competitive market place, financial and insurance companies have had to think of imaginative ways to generate cheaper leads, focusing on SEO rather than PPC for web traffic. And as such, they can seem a step ahead of some more traditionally content-friendly brands. Here we focus on lessons that everyone can learn from the world of insurance content marketing.
Your content strategy should be driven by your company mission
The business insurance company, Simply Business, are a great example of how an insurance company has used a content strategy to give themselves an edge. Faced with falling website traffic, they decided to brainstorm new ideas. After much discussion, one employee hit on the idea that with their company mission stating “we should be the champion for UK small businesses”, maybe it would be a good idea to develop useful content for small businesses around their most pressing concerns and frustrations? They've now created a hub of tips for businesses, from how to apply for loans to how to manage your inbox. The lesson is to spend time thinking about what your brand stands for. What do you want to say and how can your content reflect your brand?
Example: Simply Business
Show off your expertise
Faced with a similar situation to Simply Business, American insurance and finance specialists, The Murray Group decided to create a series of short video guides, answering questions such as 'Are insurance agents licensed professionals?' in an attempt to show off their expertise and build their credibility. Video is an excellent way of creating a lasting digital presence which will constantly engage new audiences.
Example: The Murray Group
Create content that intrigues
Insurance company Life Insure went to pretty extreme lengths to improve their search rankings, but it certainly worked. They created a series of content pieces on unusual but intriguing subjects related to life insurance. Morbid as it may seem, they're most successful article was '19 things you probably didn't know about death'. It generated hundreds of relevant inbound links, and, most importantly, it helped Life Insure move from the 5th spot on Google for the keyword “life insurance” to the 3rd spot.
Example: Life Insure
Content that starts conversations
While the Life Insure example is rather extreme, insurance companies have shown that it is possible to have a bit of fun with sectors that could be incredibly dry and dull. Secura Insurance have become especially adept at creating fun blog posts which involve shareable content which can start conversations. Their Christmas post, 'What would Santa's insurance policy include?'.
Example: Secura Insurance
You can achieve great results!
Simply Business saw brilliant results as a result of their content marketing campaign. Following the Google Penguin algorithm update, a change which has certainly favoured brands with excellent content, they saw a 25% increase in weekly organic traffic. Proof that insurance content marketing can teach us all a thing or two.