a bridge to success: how to craft effective content for your insurance website
TRANSCRIPT
A Bridge To SuccessHow To Craft Effective ContentFor Your Insurance Website
Dylan BrooksSEO Coordinator & Content Evangelist
Welcome to Masters of Marketing!• We will begin promptly at 12 PM CDT• Follow along on Twitter using the hashtag #MastersMktg• This presentation will be posted on our blog (
www.GetITC.com/blog)• Next Masters of Marketing webinar:
• Top Trends for Today's Insurance Website• Hosted by Karly Baker • Thursday, November 17th at 12 PM CST
Thank you for joining us today!Dylan Brooks(800) 383-3482 [email protected]
ITC Agent Conference 2017
• Registration is open!• April 20-21, 2017• Hilton DFW Lakes,
Grapevine, TX• Current ITC customers
with an active account ID qualify for special pricing• Learn more at:
www.AgentConference.org
A Bit About Me
• Experienced SEO• Content strategist• Former TV news producer• Background in storytelling
One Big Takeaway:
The primary purposeof your website is to
build a connectionwith consumers.
How Do You BuildThis ConnectionThroughout A Website?
Page By Page.
There Are Several Types of Webpages
• Homepage• About Us Page• Product/Service Pages• City/Regional Pages• Resource Pages• Action Item Pages
These Pages Should All BuildA Connnection• Ask Yourself:• What is the page’s
purpose?• How can I use
content to build connections with consumers that will help the page achieve this purpose?
When Done Effectively,This Will Help With Your:
•Web Visibility•Branding•Referrals•Revenue
Putting This Into Action
Putting This Into Action
• Think Consumer-First• Benefits Over Features• Go Local & Personal• Connect Through Emotion
Think Consumer-First
Think Consumer-First
• The purpose of a page is not to advertise• Each page should meet a specific consumer need
Think Consumer-First
• This is true for your:• About Us Page• Product/Service
Pages• City/Regional Pages• Resource Pages• Action Pages• Home Page
Think Consumer-First
• The Consumer is in control• Your content should
reflect this
Think Consumer-First
• Know Your Consumers:• Do research• Take note of common
questions & pain points
Benefits Over Features
Benefits Over Features
“Consumers don’t care what your product does. They care about what it can do for them.”
Benefits Over Features
• Show how your product or service can help solve consumers’ problems• Specific = Enticing
Go Local & Personal
Go Local & Personal
• Consumers expect a personal touch• Your local presence
can be an advantage• Focus on ties to the
community you serve
Go Local & Personal
•Demonstrate regional knowledge in content• Geography• Weather• Local
Events/Holidays
Go Local & Personal
• City/Regional Pages• Each page should
reflect the story of its focus city or region• Don’t use the same
content for all city or regional pages!
Connect Through Emotion
Connect Through Emotion
• Emotions have a major impact on purchasing decisions•Great content leverages both logic and emotion
Connect Through Emotion
• Build a Connection• Show empathy for
consumers’ needs• Provide a relevant
& timely solution
Connect Through Emotion
• Include a Call to Action only after you’ve:• Earned trust• Proved relevance
In Summary
In Summary•Use your website to connect instead of sell• Put the consumer first• Address specific consumer needs with content• Remember “Benefits over Features”• Localize content when possible• Build trust by connecting through emotion
Questions?
Thank You For Joining Us!• This presentation will be posted on our blog (
www.GetITC.com/blog)• Next Masters of Marketing webinar:• Top Trends for Today's Insurance Website• Hosted by Karly Baker• Thursday, November 17th at 12 PM CST
Dylan Brooks(800) 383-3482 [email protected]