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