In this article, we are going to discuss how to create a high-converting content strategy for your niche life insurance sites that drive traffic and turn visitors into pre-vetted leads.
The rise of the internet has completely changed the advertising and marketing landscape. Gone are the days when people could simply depend on placing ads in order to bring consumers to their business. Instead, things like the rise of ad blockers and a new cultural penchant for media that is consumed on-demand have forced marketers to turn to more inbound, permission-based marketing strategies — like content marketing.
Content marketing essentially utilizes informative, high-quality content in order to draw potential customers to your business and convince them that you are trustworthy — and worth buying from.
If you run a niche insurance site, you depend on the power of content marketing if you want to draw customers to your site. However, developing a content strategy might seem challenging — especially if you’ve never focused on inbound efforts to build your business.
As you try to develop a content strategy that converts well, the following strategies in mind can help ensure that your content drives traffic, generates leads and builds your business as much as it possibly can.
1. Create Highly Targeted Content
The cornerstone of any high-converting content strategy is, of course, the content itself. The main point of using content to market is to prove to customers that you are an expert in your field (and worth doing business with). Be sure that you fill your site, blog, newsletter and whatever else with content that effectively answers your audience’s most pressing life insurance questions. An example of highly targeted content is Chris Huntley’s best life insurance company sorting tool.
2. Understand What Questions Customers Are Asking, Then Choose Keywords
In order to know what questions your content should answer, you need to be sure you know what questions your potential customers are asking. To gain some insight, do longtail keyword research to see what people are actually searching for within your chosen niche. These keywords can help you optimize your site for search, and ensure that your content is going to address the issues that people want to know about.
3. Examine What Your Competitors Are Doing
To get a sense of what content works in your field (and what doesn’t), take a look at what your competitors are doing. By analyzing their content efforts — including blog posts, newsletters, social media posts, videos and more — you’ll be able to develop good content ideas that will appeal to your customers.
4. Get Organized
Staying on top of content can be overwhelming, especially if you’re not used to generating and publishing it every day. Make sure you create a content calendar so you can schedule posts and pre-plan all of your titles ahead of time. This will help ensure that your content stream stays steady, and that you don’t slip up or become inundated. An easy method of organization for your content strategy is using Google Sheets or Excel.
5. Articles Should Be 1,000 Words Long
It may be tempting to dash off short blog posts that only take a few minutes to write, but SEO experts, like Yoast, have found that articles should be 1,000 words or longer in order to rank well in search results.
6. Write A Lot of Content
In order for your site to rank well in search results, it also needs to have a substantial amount of content on it. Not only that, but the more content you have the more likely you’re going to answer all the questions your potential customers will have within their niche. We suggest writing a minimum of 15 articles for your site, but you should ideally be creating 50-100 articles.
7. Optimize All of Your Content for SEO
If you want to make sure you’re ranked well by search engines like Google and Bing, you need to make sure your content is search-optimized. This means you should naturally work in keywords throughout the piece, and also focus on including keywords in both headlines and sub-headlines (as well as meta-tags and alt-tags for images).
8. Be Helpful
The key to using content to drive leads is to ensure that the content is helpful. So make sure you create content that offers value (and only SUBTLY self-promote within that content.) You should also be sure to link within your blog pages to other pages from your company’s website (including the homepage). This both helps your SEO score and shows your audience that you’re chock full of useful info — a resource that will answer all their pressing life insurance questions!
Track the success of your content strategy with analytics to see what pages people spend time on, which are converting, and which aren’t. A great tool to do this with is NinjaQuoter, which offers in-depth “Ninjalytics” for each page on your website. With these insights, you can tweak your content strategy, duplicate the success tactics to other niche sites, and fine tune your sales funnel.