Content marketing insurance can be a powerful way to attract leads and generate conversions. Blog content, in particular, allows you to connect with current and potential clients while improving search engine rankings. However, finding ideas for new and engaging insurance blog posts can be difficult.
Many website visitors find insurance-related content inherently dry or confusing, so it takes a little extra effort to keep them engaged. This presents both a considerable challenge and opportunity. Beat the competition with quality blog content, and you’ll have no trouble attracting and retaining clients.
For inspiration, we’ve highlighted nine great insurance blog topics to give your website a fresh feel. A few ideas include:
Explain the types of insurance available:
The ideal insurance website will position your agency as an authority. Clients should feel confident they can turn to you for answers.
Start with a simple but comprehensive overview of the different types of insurance you provide, as well as the factors clients should consider when choosing between top types of coverage.
Because the topic of insurance is so broad—and because your agency likely offers a wide range of options—it’s worth your while to break this type of content into a series of posts. Everyone should check out the many types of insurance that are provided for this category.
For example, a blog feature on life insurance might begin before distinguishing between term and whole life insurance such as guaranteed whole life or undetermined premium whole life.
Insights into local insurance requirements
Insurance requirements vary dramatically from state to state. This makes an already complicated selection process feel much more compelling for insurance leads. Address the concerns of your potential customers with locally targeted blog content that is tailored to state or regional requirements.
This type of content can include both evergreen features including a general overview of a particular area and time-sensitive updates on recent developments that may affect clients. For example, immediately after new legislation regarding car insurance requirements, your blog should have a detailed update explaining the laws and how they may affect local drivers.
Infographics and other visual content :
Infographics make it easy for blog visitors to understand important insurance data that they might otherwise find confusing or challenging to navigate. These eye-catching visuals can be integrated into existing blogs or used as the basis for entire posts.
Insurance Group demonstrates visual power for blogs.
Concepts effectively conveyed through blog-based infographics include:
Definitions of Vague Insurance Terms:
Comparison of premiums and deductibles for different types of insurance
Factors that may affect insurance rates for different types of clients
Survey results about clients’ insurance preferences and current coverage
Data about common types of car accidents in your state
- Q&A Features
In-depth content is vital to establishing your company as a respected resource within the insurance industry. Sometimes, however, readers prefer short, to-the-point blog posts.
Keep it simple by providing easy-to-understand answers to frequently asked questions your reps receive. These provide basic insights and encourage readers to stay tuned to learn more.
While this type of blog post can take the form of a one-page FAQ, you’ll discover a wealth of content by presenting each question as a new update in an ongoing series. Each query should be followed by a basic description, clear definitions, and supporting data if needed.
Feel free to add these common questions:
When should I update my life insurance coverage?
Under what circumstances should I file an auto insurance claim?
How do umbrella insurance policies work?
Should I bundle my auto and homeowners insurance?
Will my credit history affect my insurance rates?
What is the difference between actual cash value and opportunity cost?
Interview or otherwise feature notable clients:
Sometimes, the best insight into the cost of insurance comes from other businesses or individuals who maintain policies. These clients can give your insurance agency the confidence to pursue everything from home ownership to ambitious business ventures. By interviewing them, you can provide a detailed picture of the impact of your policies on real people.
This client spotlight builds trust among readers by highlighting influential clients.
Interviews also offer a great opportunity to make your client base feel like a community. This is a difficult goal in the insurance industry. After all, clients tend to forget the impact you have on their lives when they are not actively choosing or cashing in policies. The interviews remind them that they are part of a diverse but connected community that includes many inspiring figures.
The specific questions included in each interview will vary based on the person or business featured. At the very least, aim to capture what motivated the interviewee to obtain policies from your agency—and how that coverage made it easier for them to pursue and achieve lofty goals. has made Even if you don’t include a full interview, just highlighting one notable client will demonstrate that your services are trusted throughout your community.
Interview insurance representatives:
Clients should not look to insurance representatives as a means to an end. Let them learn more about the hard-working people responsible for your company’s success. Just as client interviews bring a human element to your agency, pieces dedicated to your most influential reps can showcase the empathy and passion they bring to each consultation.
Your interview can take many angles, from personal anecdotes to in-depth inquiries into the philosophical elements of insurance coverage. In general, it should capture the essence of making each representative unique while maintaining their company’s general branding and voice. Examples of topics or questions worth highlighting include:
Details about the representative’s background. Why did this person choose the insurance industry? Do readers need to know about any degrees or previous jobs?
Awards or other achievements. These can include industry accolades or proud moments from different walks of life.
Information about volunteering or charity work. How involved is the representative in question in the local community?
Key professional philosophies or sources of inspiration. What motivates an outstanding representative? What beliefs characterize this person’s work? Highlight how core beliefs make the interviewee an excellent advocate for insurance clients.
Don’t forget to include visually rich content, such as images and videos. Go beyond a professional headshot to include photos of featured representatives pursuing their hobbies away from the office. Whether you’re sharing pictures of vacations or athletic pursuits, these graphics will make your reps more relatable.
Guest blog posts
Whether written by representatives, clients, or organizations you’re affiliated with, guest posts shake things up by bringing a fresh perspective to your blog. They’re also great for marketing, as authors can promote guest content on their social media pages or email newsletters.
When possible, add experts to your blog to share their thoughts on the value of different types of insurance. Tailor these posts based on the types of insurance you provide and specific policyholders that some visitors may feel overwhelmed by. For example, a company that offers pet insurance may seek input from a veterinarian or breeder. Homeowners insurance providers can benefit greatly from guest letters written by real estate agents or home inspectors.
Seasonal blog posts
Top insurance blog ideas include evergreen content, but seasonal updates can play an important role in keeping readers invested. These can be directly tied to the process of obtaining coverage, especially if it relates to holidays or other seasonal events. Examples include:
Information on whether — and to what extent — renters or homeowners insurance covers Christmas gifts.
A guide to help readers determine whether they should invest in gift insurance.
An insurance expert’s perspective on the best times of year to invest in certain types of coverage
Tips for avoiding car accidents and
spring cleaning with insurance rates rising during the winter and different insurance policies Insights into the relationship between
Funny blog posts
Add a little personality to your blog with humorous content that reflects your agency’s culture. This strategy can pay dividends if you’re willing to establish a more personal feel. It may be riskier than authority-building content, but it also has the greatest potential to increase long-term engagement.
Be sure to tailor your humor to reflect your primary audience. What works for a family-oriented homeowners insurance provider may not be ideal for a company that focuses on risk-takers or athletic types.
Blog options to make readers laugh include:
The Weirdest Types of Insurance Highlight exceptional coverage, such as mustache insurance. In addition to a laugh or two, this blog will remind clients that their unique insurance requests may not be as unattainable as they think.
Insurance Jokes or Quotes. Poke yourself with some light-hearted jokes that reveal the insurance industry’s endearing absurdities. Tread carefully, taking care to keep the joke positive and engaging.
Blogs from a unique perspective. Write a post from the perspective of a dog or cat covered by pet insurance or a child covered by health or life insurance.
Discover the most effective strategies for insurance marketing:
Would you like more ideas for building your insurance blog topics or otherwise developing a marketing strategy? Check the download of Constant Contact . This resource will help you make sense of digital marketing so you can score new clients and enjoy repeat business.