How to Decide What to Write on Your Insurance Blog

Use Content to Grow Your Insurance Business Online

Insurance agents often wonder how to use a blog or social media effectively to grow their business online. Most businesses understand the importance of creating content to fuel inbound marketing but may feel uncertain about what content to provide. Fortunately, there’s a tried-and-true process that simplifies content creation and helps you focus on what matters most to your audience.

In this guide, we'll provide actionable steps you can use to get a step ahead of where you are today and, importantly, where many of your competitors might be.

Quick Navigation

• How to Identify Customer Needs
• Conducting Customer Research
• Free Tools for Article and Social Media Posts
• Keyword Research Tips
• Key Takeaways

Identifying What Your Customers Are Looking For

Let’s start with a simple approach:

Consider the questions your clients often ask and the problems they need help solving. These are the foundations of your content. You might even directly ask your clients what they’d like to learn more about.

Keyword research can take this process even further. Keywords are essential for showing up in search engines and help you understand what terms potential clients are already searching for. This is part of Search Engine Optimization (SEO), and it’s a small but powerful way to boost your online presence.

"The secret to effective content is creating answers to questions your audience already has."

Customer Research: Where to Begin

Start by entering common questions in Google, like “how to choose a life insurance policy.” Notice how Google suggests possible endings to your search query—these suggestions come directly from popular searches.

At the bottom of the page, you’ll also find “related searches,” which are terms people have frequently searched. These are valuable insights directly from Google’s data, which you can use to fine-tune your content ideas.

"Google’s suggestions can turn a good content idea into a great one. These insights show what’s popular right now."

Tools to Simplify Your Content Creation

Once you have some initial ideas, it's time to use tools to refine them. Here are a few free tools that make keyword research easy and help ensure your articles or posts align with what people are searching for:

• Keyword Surfer – A browser extension that shows keyword volume and suggestions directly in your search results.
• SEO Quake – Another browser tool that reveals search volume, competition, and organic rankings to help you assess keyword value.
• Ubersuggest – A versatile free tool for keyword ideas, SEO analysis, and tracking how well keywords perform.

By understanding search volume (how many people search a term each month), you’ll know whether a topic has enough interest to justify a blog post or social media campaign. Generally, targeting keywords with lower volume—100 to 1,000 searches per month—can yield the best results for newer content creators.

Keyword Research Tips for High-Impact Content

• Focus on Long-Tail Keywords: Instead of high-competition terms like "life insurance," try more specific phrases like “how to choose a life insurance policy for seniors.” These long-tail keywords have lower competition and attract readers who are closer to making a decision.
• Check Search Volume: Aim for keywords with moderate volume, usually under 1,000. These are easier to rank for and can deliver steady traffic.
• Evaluate the Top Results: Look at the first few results for your keyword. If they’re from large, well-established sites, consider narrowing your topic to find a less competitive niche.

Key Takeaways

Let’s sum up the key points so you can get started:

• Use Customer Questions as a Guide: Think about the questions clients commonly ask and turn those into content topics.
• Leverage Google’s Suggestions and Related Searches: Use these as hints for what people care about right now.
• Start with Low-Volume, Long-Tail Keywords: These terms are easier to rank for and often bring readers closer to the point of purchase.
• Take Advantage of Free Tools: Use SEO Quake, Keyword Surfer, and Ubersuggest to see how keywords perform and choose the best terms for your content.
• Create a Call to Action (CTA): After offering valuable information, invite readers to connect by filling out a form or calling with questions.

Final Thoughts: Think Long-Term

Creating consistent content is like investing: the results may not be instant, but they grow over time and can become invaluable assets for your business. When done well, content can keep working for you day after day, bringing organic traffic, potential clients, and, ultimately, new business.

Take your time with keyword research, and remember that each article you publish is a seed planted for the future. Best of luck, and remember that every article, post, and question answered helps build a strong foundation for your online business presence!