10 Reasons Insurance Companies Need Content Marketing

Just because insurance is essential doesn’t mean anyone wants to spend more time thinking about it than is absolutely necessary. Given that, how can insurance companies use content marketing to engage with policyholders and prospective customers?

It can be tough. Creating engaging content for consumer insurance can be challenging because, unlike most other B2C brands, insurance companies may struggle to tap into people’s interests to create exciting content. 

So, what can insurance companies do?

You need to strike a balance between content that works for your brand and what is valuable, attractive and, above all, useful to your audience. 

If you’re a marketer for an insurance company, you could use that perception of being stuffy, boring, and complicated to your advantage – or you can use original and inventive content to engage your target audience in unexpected ways. And that’s pretty exciting stuff.

Our experience working with companies like Park Insurance and TH March is that content marketing can drive a significant number of leads at a price that is very competitive with other lead-generation strategies. 

Careful research of keywords, trends, and topics informs the titles we choose for each blog. Generally, we’re targeting informational searches, which could be anything from How to Set Up A Mobile Hairdresser to How to Insure Your Wedding Ring. 

We’re looking for a balance of traffic and competitiveness – but we also want to hit potential customers at different stages of the buying cycle. This generally means creating content at three levels of the sales funnel: 

1. Top Of Funnel

Essentially, these are high-traffic but low-conversion blogs. The people reading these blogs are potential customers who may not even know they need the type of insurance you offer. You want to meet these prospects at a stage in their journey where they are browsing or researching. Your job is to alert them to the benefits of having the right cover – and the pitfalls of not being covered. 

Example post: 

Starting A Bouncy Castle Business

This post doesn’t target an insurance keyword in the title, and the content is not specifically about insurance. However, it mentions different types of insurance you need when you want to start a bouncy castle business. 

2. Mid-Funnel

At this point, there is more of a balance between the traffic and conversions. We’re still aiming for as broad an audience as possible, but the customer reading this type of blog is probably looking for guidance on insurance 

in general, although perhaps not yet researching specific policies. The task here is to target specific insurance-related terms to reach those firmly in the “research” phase.

Example post: 

Jewellery Business Insurance in 2023 – A Complete Guide

Now we’re zooming in on a niche within the insurance sector. However, we’re writing content that is still at the overview stage, highlighting different policies and needs within the industry without going into massive detail. We’re aiming at a reader who is perhaps starting a new jewellery business or looking to renew their policies. 

3. Bottom of Funnel

Now, we’re zooming in on prospects who are ready to buy—or perhaps those with a problem with their existing policy. We’re getting into niche topics and keywords—the traffic for this kind of post tends to be less, but the conversion rate is much higher. And because the keywords targeted are less competitive, you’re likely to rank higher.

Example post: 

Limiting The Risks Of Limited Company Insolvency With Trade Credit Insurance

This is a much more specific post regarding quite a niche policy—it’s not a legal requirement and may not be suitable for all businesses. Someone reading this article is likely to have searched for terms related to trade credit insurance. They already know what they’re looking for but need more information before enquiring. 

From the bottom of the funnel, the next step for many readers will be to get in touch directly. However, many prospects will need specific information on your policy, so at this stage, have a dedicated landing page with FAQs and a prominent call to action. That call to action could be a phone number or contact form – many companies use an online quote form, which can be a good way of getting a prospect’s email address, which you then use to market via email.

This is a general outline of our content marketing work with insurance companies, and it generates leads very effectively. However, if you need further convincing, here are 10 reasons why insurance companies need an effective content marketing strategy now.

1. It will help to build relationships with existing policyholders.

Before we delve into the many benefits that content marketing can offer when attracting new customers, it’s important not to forget the ones that insurers already have.

Effective content allows insurers to remain in their policyholders’ thoughts at times other than when a claim needs to be made or a renewal is looming. Apart from seeing a Direct Debit payment on their bank statement every month, how often do people think about their insurance? The answer is not very often.

Out of sight means out of mind, which makes it tough to form a relationship when the only communication is through annual renewal documents. Content marketing helps insurers keep in touch with valuable customers and, what’s more, actually build relationships with them. This has a positive impact on retention rates, which is great for the bottom line.

Content marketing ideas for insurance companies looking to build stronger relationships with their existing policyholders include: 

• Host monthly or quarterly webinars and workshops on topics relevant to your policyholders, such as understanding policy details, tips for preventing common risks, or financial planning advice.
• Develop a monthly or bi-monthly newsletter tailored to the interests and needs of your policyholders. Include updates on policy changes, helpful tips, customer success stories, and upcoming events.
• Create online tools such as coverage calculators, risk assessment quizzes, or insurance needs analysers. These tools can help policyholders understand their coverage better and make informed decisions.
• Offer exclusive content, such as e-books, guides, or video series, only available to your policyholders. Topics could include emergency preparedness, understanding policy benefits, or DIY home maintenance tips.
• Share real-life stories and testimonials from your policyholders who have had positive experiences with your services. Highlight how your insurance solutions have helped them in challenging times.

2. It will grab the attention of the target market.

In the main, an insurance product is bought reluctantly, and even then, the policyholder hopes never to use it. Trust in the insurance industry has hit its lowest level since the consumer tracker Which? started, with only 21% of customers saying they trust insurance companies to act in their best interest. 

Blogs are a great way to explain insurance products in more detail and share the reasons why businesses must be appropriately protected so that they can get back up and running as quickly as possible should the unexpected happen.

 Content marketing can also enable brands to capture the interest of increasingly busy audiences with high expectations and low attention spans.

Using social listening, insurance companies can generate consumer insights to understand what type of content will be valued by their target audience and surprise them with exactly what they need.

3. The competition is already doing it.

As the desire to develop engaging content continues in the UK, having a content marketing strategy is essential if insurance companies want to stay ahead of the competition.

A study by the Content Marketing Institute reports that 86% of surveyed businesses already successfully use content marketing, and 45% expect to see a rise in budget over a 12-month period.

And insurance companies should be no different. Although it may be more challenging for insurers to create appealing content that can produce a robust return on investment, using content marketing right can bring about real results.

With more than 15 million customers in the UK, Aviva is the largest insurance company in the country and is leading the way in using digital tools to make things quicker and easier for its customers. These same tools also allow Aviva to create digital experiences and build relationships that will endure over time through the use of relevant content.

Take the newly launched AvivaPlus initiative. Based on popular ‘pay monthly’ services such as Netflix, Hello Fresh, and Birchbox, Aviva has developed an industry-first subscription insurance policy. The company hopes that the product and accompanying marketing campaign will rebuild trust in the insurance industry by treating existing customers the same as new customers.

The new product intends to provide simple, flexible insurance cover by enabling customers to pay monthly at no extra charge and removes all charges for cancelling or amending a policy. Importantly, to remove the unfairness that customers tend to associate with insurance, it also includes a promise that existing customers will – at the very least – be offered the same deal as a new customer when they renew their policy.

This concept has enabled Aviva to create fun and engaging radio and TV adverts backed up by an easy and straightforward digital experience.

4. It can help remove many preconceptions surrounding the insurance industry.

As the AvivaPlus campaign illustrates, effective insurance content marketing hinges on education and addressing common misconceptions. Over the years, the insurance industry has struggled with a reputation tainted by complex policies, fine print, and claims disputes. 

This has made insurance products a hard sell. 

However, this challenge also presents a unique opportunity: to educate the public and demonstrate the real value and necessity of insurance.

Insurance has often been seen as a necessary evil, laden with jargon and hidden terms, making it difficult for the average person to fully understand or appreciate its benefits. 

Here’s how content marketing can help change these perceptions:

Simplifying complex information:

Use visually appealing infographics and animated videos to break down complex insurance concepts into easy-to-understand visuals. For instance, an infographic detailing the different types of life insurance policies can demystify what coverage entails and why it’s crucial.

Highlighting real stories and case studies:

Share stories of real customers who have benefited from their insurance policies. These stories can highlight how insurance helped them recover after a disaster or provided peace of mind during challenging times.

Educational blog posts and articles:

Regular blog posts addressing frequently asked questions (FAQs) and common misconceptions about insurance. These posts aim to educate and empower readers with knowledge.

5. It’s cost-effective and results-driven

In the competitive world of insurance, finding marketing strategies that deliver high returns without breaking the bank is crucial. Content marketing stands out as a highly cost-effective and results-driven approach, making it an ideal strategy for insurance brands looking to enhance their visibility, engage with customers, and boost conversions. Here’s why: 

Content marketing vs. outbound marketing: Studies consistently show that content marketing is more affordable than traditional outbound marketing methods. According to the Content Marketing Institute’s 2024 report, content marketing costs 62% less than outbound marketing and generates approximately 3x as many leads.

Higher return on investment: The same report highlights that content marketing delivers a higher ROI, with businesses seeing three times more leads from content marketing efforts than traditional advertising. This makes it an attractive option for budget-conscious insurance companies.

Effective lead generation: According to CMI, 79% of B2B marketers report that content marketing is effective for lead generation. This is particularly beneficial for insurance companies looking to expand their customer base.

Improved customer engagement: Engaging content keeps potential customers interested and encourages them to act. BrightEdge’s 2024 SEO report reveals that businesses with blogs receive 55% more website visitors, enhancing engagement and driving higher conversion rates.

Building long-term relationships: Content marketing not only attracts new customers but also fosters long-term relationships. A report by Adobe indicates that 56% of customers are more likely to remain loyal to brands that consistently provide valuable content.

Boosting organic traffic: Regularly updated, high-quality content improves search engine rankings, driving more organic traffic to your website. Businesses with blogs generate 97% more inbound links, significantly enhancing their SEO performance.

6. Consumers value content over advertising

There will always be a place in an insurance company’s marketing strategy for traditional advertising, but as consumers become more sophisticated, this may not be enough on its own.

Savvy consumers have learnt that they should give more thought to their research and buying decisions than eye-catching advertising campaigns alone. If insurance companies are producing helpful content, then they will place higher up the purchasing consideration ladder than those brands that aren’t.

And you don’t just have to take our word for it. Here are some impressive stats to help prove that insurance companies really do need content marketing.

• 47% of consumers look at between three and five pieces of content before deciding to speak with a salesperson (Source: Demand Gen Report).
• Content marketing gets three times more leads than paid search advertising (Source: Content Marketing Institute).
• 96% of B2B buyers want content from industry experts (Source: Demand Gen Report).

7. It positions your brand as an authority in the industry

Content marketing offers a powerful avenue to build credibility, showcase expertise, and position your brand as a leader in the industry. This is important because, as illustrated in a 2024 report by Edelman, 81% of consumers need to trust a brand before making a purchase and 67% of consumers believe that brands that produce custom content are more trustworthy than those that do not. So, how do you do it? Here are our top tips.

1. Creating high-quality, informative content: High-quality, well-researched content establishes your brand’s credibility. By consistently publishing informative articles, guides, and white papers, you demonstrate your deep understanding of the industry and your commitment to helping customers make informed decisions.

2. Showcasing industry insights and leveraging thought leadership: Publish articles, blog posts, and research papers that provide unique insights and forward-thinking perspectives on industry trends, challenges, and opportunities. Hosting webinars with industry experts or speaking at conferences can further enhance your thought leadership status.

3. Enhancing SEO and online visibility: Creating content with relevant keywords, backlinks, and valuable information can significantly improve your search engine rankings. High rankings increase your visibility and make it easier for potential customers to find you online. 

4. Consistent content upgrades: Regularly updating your website with fresh, relevant content can keep your audience engaged and improve your SEO rankings. This consistent content strategy helps to reinforce your position as a go-to resource for insurance information.

5. In-depth, high-value content: According to a 2024 study by Backlinko, the average length of content in Google’s top 10 search results is 1,890 words, emphasising the importance of comprehensive, long-form content.

6. Using various content types: Different content formats, such as blog posts, infographics, videos, podcasts, and case studies, can cater to different audience preferences. This diversity keeps your content engaging and helps you reach a broader audience.

7. Engage with your audience: Encourage audience interaction through comments, social media posts, webinars, and Q&A sessions. Responding to questions and engaging with your audience on social platforms can enhance your brand’s authority and trustworthiness. And the proof is in the pudding – according to Sprout Social, 77% of consumers are more likely to buy from brands that engage with them on social media.

8. It will improve your SEO and drive traffic to your site

Like any industry, having a robust online presence is the cornerstone for customer attraction and retention. Content marketing, when executed with a focus on SEO, is a powerful tool to boost your site’s visibility, enhance search engine rankings, and drive organic traffic. Not to mention it’s a content marketing strategy insurance companies should not ignore in 2024 – and here are two reasons why:

• Content is king: High-quality, keyword-rich content is fundamental to improving your search engine rankings.
• Increasing visibility: Regularly updated, SEO-optimised content helps your website rank higher on search engines, driving more organic traffic

How to create effective SEO-optimised content: 

• Identify high-value keywords: Use tools like Google Keyword Planner, Ahrefs, or SEMrush to find relevant keywords with high search volume and low competition. Focus on long-tail keywords that match user intent and are specific to your niche.
• Optimise title tags and meta descriptions: Your title tag should be compelling and include your primary keyword. Keep it under 60 characters to ensure it displays properly in search results. Ensure your meta descriptions are engaging and include relevant keywords. Keep them under 160 characters to improve click-through rates.
• Focus on quality over quantity: Aim to create comprehensive, informative, and engaging content that answers user questions and provides value. Google’s algorithms favour well-written, informative content that offers a good user experience.
• Structuring your content: Use H1, H2, and H3 tags to organise your content and make it easier for search engines and readers to navigate. Include relevant keywords in your headers.
• Improve load times: Use optimised images with appropriate file names and alt text. Tools like TinyPNG or ImageOptim can help compress images without losing quality.
• Enhance user engagement: Incorporate videos, infographics, and slideshows to make your content more engaging. According to Wyzowl, 78% of people watch videos online every week.
• Earn high-quality backlinks: Reach out to industry influencers, guest post on reputable sites, and create shareable content to build backlinks. A 2024 study by Backlinko shows that backlinks are Google’s top ranking factor.
• Enhance site navigation: Use internal links to guide users to related content on your site, improving SEO and user experience.
• Ensure mobile-friendly design: With Google’s mobile-first indexing, having a mobile-optimised website is crucial. Use responsive design to ensure your site is accessible and fast on all devices.
• Keep content fresh: Update old content with new information, statistics, and insights. This will improve your rankings and keep your audience engaged.

9. It will provide value beyond products

Content marketing is not just about promoting and selling products – it’s about creating comprehensive value that enhances customer experience, builds trust and establishes your brand as a trusted advisor. Here’s our advice:

Going beyond sales pitches: 

While 70% of consumers prefer learning about a company through articles rather than ads, high-quality content marketing for insurance companies should focus on educating your audience. Articles, blog posts, webinars, and e-books that address common questions, explain complex insurance terms, and provide actionable advice can significantly enhance your brand’s perceived value.

Transparent content: 

Showcase real-life stories, customer testimonials, and case studies to build trust. Authentic experiences help potential customers see the tangible benefits of your insurance solutions.

Value through expert insights: 

Position your brand as a thought leader by publishing in-depth articles, research papers, and whitepapers on industry trends, challenges, and innovations. Regularly updated content on relevant topics enhances your brand’s authority because, as the LinkedIn State of Sales Report 2024 highlights, thought leadership content generates 4x more engagement than other types of content.

Simplifying complex information:

Create practical guides, how-to videos, and infographics that help customers navigate their insurance policies and claims processes. Simplifying complex topics makes your brand more approachable and trustworthy.

Building a community: 

Create forums, FAQs, and community spaces where customers can share experiences, ask questions, and receive support. Engaging with your audience in these spaces fosters a sense of community and loyalty.

Data-driven content decisions: 

With 72% of successful content marketers using analytics to measure content performance, analysing metrics such as page views, time on page, and conversion rates helps you understand what works and refine your content strategy accordingly.

10. You will get more leads

Content marketing for insurance companies is a proven strategy to attract, engage, and convert potential customers. Getting it right can significantly improve your chances of attracting your target customers and enticing them into your marketing funnel. Here’s how: 

• Producing high-quality, educational content such as blog posts, guides, eBooks, and webinars can attract prospects actively seeking information. Content that addresses their pain points and provides solutions can drive them to your site—just make sure your content is optimised for search-intent-focused keywords. 
• Offer downloadable resources such as eBooks, checklists, templates, or exclusive webinars in exchange for contact information. These lead magnets provide immediate value to your audience while helping you build a targeted email list.
• Use customer data and segmentation to create personalised content experiences. Tailoring content to different buyer personas and stages of the customer journey increases engagement and boosts conversion rates. 
• Promote your content across various channels, including social media platforms, email newsletters, and industry forums. Engaging with your audience on multiple touchpoints increases brand visibility.
• Use retargeting ads to reach visitors who have previously interacted with your site but have not converted. These ads serve as reminders and encourage users to return to your site and complete a desired action.
• And finally, use analytics tools like Google Analytics, SEMrush, or HubSpot to track the performance of your marketing efforts. Monitor metrics such as page views, bounce rates, conversion rates, and lead sources to identify what works and what needs improvement.

Getting your insurance content marketing right

To truly win in content marketing for insurance, having a well-structured strategy is essential. And lucky for you, our Insurance Content Marketing Strategy Guide is designed to help you navigate the complexities of content creation, ensuring that your efforts are not only effective but also aligned with your business goals. We recommend reading that first and foremost. 

However, if content marketing for insurance still feels like a stab in the dark or you are an insurer who needs help creating great content, read about our insurance copywriting service. We’ve been creating content since before the iPhone, and we’re the insurance copywriter of choice for brands including Park Insurance, TH March, The Co-operative Insurance, Lloyds Commercial and Intasure. Want to find out more? Get in touch to tell us about your project.