If you’re looking to compete in the online insurance marketplace, you’ll need effective content across your agency website. Here's what you can do.

1. A Bridge To Success
How To Craft Effective Content
For Your Insurance Website
Dylan Brooks
SEO Coordinator & Content Evangelist

2. Welcome to Masters of Marketing!
• We will begin promptly at 12 PM CDT
• Follow along on Twitter using the hashtag #MastersMktg
• This presentation will be posted on our blog
(www.GetITC.com/blog)
• Next Masters of Marketing webinar:
• Top Trends for Today's Insurance Website
• Hosted by Karly Baker
• Thursday, November 17th at 12 PM CST
Thank you for joining us today!
Dylan Brooks
(800) 383-3482 x127
dbrooks@getitc.com

3. ITC Agent Conference 2017
• Registration is open!
• April 20-21, 2017
• Hilton DFW Lakes,
Grapevine, TX
• Current ITC customers with
an active account ID qualify
for special pricing
• Learn more at:
www.AgentConference.org

4. A Bit About Me
• Experienced SEO
• Content strategist
• Former TV news producer
• Background in storytelling

5. One Big Takeaway:
The primary purpose
of your website is to
build a connection
with consumers.

6. How Do You Build
This Connection
Throughout A Website?

7. Page By Page.

8. There Are Several Types of Webpages
• Homepage
• About Us Page
• Product/Service Pages
• City/Regional Pages
• Resource Pages
• Action Item Pages

9. These Pages Should All Build
A Connnection
• Ask Yourself:
• What is the page’s
purpose?
• How can I use content
to build connections
with consumers that
will help the page
achieve this purpose?

10. When Done Effectively,
This Will Help With Your:
•Web Visibility
•Branding
•Referrals
•Revenue

11. Putting This Into Action

12. Putting This Into Action
• Think Consumer-First
• Benefits Over Features
• Go Local & Personal
• Connect Through Emotion

13. Think Consumer-First

14. Think Consumer-First
• The purpose of a page is
not to advertise
• Each page should meet
a specific consumer
need

15. Think Consumer-First
• This is true for your:
• About Us Page
• Product/Service
Pages
• City/Regional Pages
• Resource Pages
• Action Pages
• Home Page

16. Think Consumer-First
• The Consumer is
in control
• Your content should
reflect this

17. Think Consumer-First
• Know Your Consumers:
• Do research
• Take note of common
questions & pain points.

18. Benefits Over Features

19. Benefits Over Features
“Consumers don’t
care what your
product does. They
care about what it
can do for them.”

20. Benefits Over Features
• Show how your product or
service can help solve
consumers’ problems
• Specific = Enticing

21. Go Local & Personal

22. Go Local & Personal
• Consumers expect a
personal touch
• Your local presence
can be an advantage
• Focus on ties to the
community you serve

23. Go Local & Personal
• Demonstrate regional
knowledge in content
• Geography
• Weather
• Local Events/Holidays

24. Go Local & Personal
• City/Regional Pages
• Each page should reflect
the story of its focus city
or region
• Don’t use the same
content for all city or
regional pages!

25. Connect Through Emotion

26. Connect Through Emotion
• Emotions have a
major impact on
purchasing decisions
• Great content
leverages both logic
and emotion

27. Connect Through Emotion
• Build a Connection
• Show empathy for
consumers’ needs
• Provide a relevant &
timely solution

28. Connect Through Emotion
• Include a Call to Action
only after you’ve:
• Earned trust
• Proved relevance

29. In Summary

30. In Summary
• Use your website to connect instead of sell
• Put the consumer first
• Address specific consumer needs with content
• Remember “Benefits over Features”
• Localize content when possible
• Build trust by connecting through emotion

31. Questions?

32. Thank You For Joining Us!
• This presentation will be posted on our blog
(www.GetITC.com/blog)
• Next Masters of Marketing webinar:
• Top Trends for Today's Insurance Website
• Hosted by Karly Baker
• Thursday, November 17th at 12 PM CST
Dylan Brooks
(800) 383-3482 x127
dbrooks@getitc.com