Online Marketing Tips for Connecting Content and Customers

By Anne McAuley of McAuley Freelance Writing


When was the last time you reviewed the online marketing for your insurance business? If it has been more than a few months, it’s time to take a look at the content (or lack of content) you’re putting on your website, blog, and social media. You could be missing opportunities to connect with your customers and prospects.


Why does content matter? Content is king when it comes to online marketing. A content strategy rich in creating and sharing new content and repurposing the old on a consistent schedule will reach a wide audience with minimal effort on the part of you and your staff.


Here’s why content matters:

  • Websites that add new content to their website rank higher in Google search results than sites who don’t add new content.
  • Gone are the days of packing blog posts with keywords. You’ve got to produce quality content that reaches your ideal client.
  • Blogs are the fifth most trusted source for accurate online information according to Hubspot.
  • Content marketing generates three times as many leads as outbound marketing. It costs 62% less. [Source]
  • Websites with blogs receive as many as 55% more visitors than websites without blogs.

Your online marketing should reflect your brand or the personality of your agency.


People want to do business with those they know, like, and trust. Make sure your social media profiles and website reflect your brand.


Social media is where they go to engage with you and learn more about your business. You’re creating a community.


The website is where people visit to get to know you, your staff, and your products. Make them feel welcome. Start with the about page and/or the profiles of your staff.


An effective about page not only tells visitors about you and your staff, it tells them how you can help them. What’s your agency’s market differentiator? Tell visitors about you personally – you like to go skydiving or volunteer at animal shelters, something that connects you to your customers and prospects.


When it comes to social media, it’s really about connecting and building community. Think about your ideal customer. Develop a social media presence where your ideal customer is most likely spending time. Facebook and LinkedIn are likely choices for many insurance businesses. Consumers are found on Facebook and professionals are on LinkedIn.


To connect with your community, it’s important to share your own content as well as relevant content from other sources. You want to send visitors to your website and not competitor websites making it important to have fresh content to share.


The business blog for your insurance business is a resource of information and answers to questions for your customers and prospects.


Answer the most commonly asked questions such as:


  • What’s the difference between term and whole life insurance?
  • Why do I need more than minimum car insurance?
  • When is it time to get life insurance?
  • Is long term care insurance really important?

When your customers as these questions, refer them to your blog.


You can also share client testimonials and news about your business like these:


  • New products or services
  • Special events for clients
  • Change of address/location
  • New staff member


Develop a content strategy that reflects your insurance business, answers questions, and shares news and relevant content from others. Then re-purpose the content for social media, newsletter, ebook, videos, and client workshop themes.


Online marketing doesn’t have to be complicated but you need a plan for connecting content and customers or you’re just wasting your time. Take time now to create your plan for next year and you’re on your way to online marketing success!


Anne McAuley is a content strategist based in Mesa, Arizona. She helps her clients create quality content on a consistent basis by developing content strategies, writing content, and coaching in her Blogging Badass Facebook group. She can be reached at 480-206-6452, via email at or on her website


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