Content Marketing Tips for the Insurance and Real Estate Industry

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The old ways of marketing and advertising are no longer working and are dying out. This is especially true for the insurance, real estate and mortgage industry. Marketing for these industries used to consist of door hangers, bus bench ads, yellow pages and billboards. These tactics on their own simply do not work anymore.

Moving your insurance marketing OR real estate marketing efforts to the world wide web will not only save you money but will also help to deliver more qualified leads. By using content marketing as part of your overall marketing strategy, you can efficiently and effectively attract visitors to your website. By having more qualified leads on your website, you can work at converting them into leads that close the sale like never before.

Here are three tips to make your online insurance, real estate or mortgage marketing efforts more successful.

Buyer Personas

At the heart of all content marketing is the buyer persona. This is a detailed profile of your best customer. And it goes beyond age, income and job title. You need to really get to know your customer. What are their hopes and ambitions? Where to they congregate online? What are their buying patterns? Do they spend their time on Facebook or online at the Globe and Mail? The more you you drill down and know your ‘ideal customer’ the better content you can create for them.

If you start to create truly valuable content that your customers want, they will be more likely to share it within their social network.

Your Blog

It all starts with your blog (you do have a blog, right?). Well honestly it really starts with your website, and then it ends with your blog. But for this blog post sake, lets focus on just the blog. This is where all of your content will go. Write in short easily to consume paragraphs for two main reasons; 1. a large section of your readers will be viewing it on their mobile devices, and 2. your customers and customers in general have short attention spans, so give them something juicy, read worthy, in nice bite size chunks.

When you create content don’t just write about your industry. Create content that is related to your industry. For instance, if you are in home and auto don’t write about policy bundling. Write about the incredible new safety features that auto manufacturers are adding to their cars or possibly how to get more out of that gas tank. Or you can write about ways to make your home a safer place. The point is, you want to give customers information that they can take away and hopefully do something with – which leads to creating you as an expert in your industry.


Webinars and podcasts are a great way to host seminars or even workshops via the web. By hosting a webinar or a podcast you not only position yourself as a trusted voice in your industry, you will also be able to answer any questions your audience may have. It also gives you an opportunity to broaden your reach. For example, if I host a workshop here in Saint John, New Brunswick – I will probably only capture people from right here. However, if I host a workshop online, I have the potentially to get people from further away.

These three simple tips will take your insurance marketing to the next level and generate an incredible amount of qualified leads for your business.

Post by Terri-Ann Cormier

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