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Understanding Content Marketing
Content is Key for Connecting with Consumers
Without a doubt, there's space for promoting your agency on social media. But most people don't log on to Facebook to catch up on the latest advertisements. At its core, social media is about being social and making connections with others.
Creating content is a chance to humanize your agency's brand and make connections with people on social media. Before you create a post, think about your target audience. Who are your customers? What are they interested in? What questions can you answer for them? Consider this and then craft content that your customers would find value in seeing.
Remember — social media content is effective when it's:
- Educational
- Entertaining
- Engaging
What is Content Marketing?
You'll hear about “content” and “content marketing” a lot when learning more about social media. Content marketing involves creating posts that your customers find relevant, shareable and conversational. Content creation is a tactic for playing the social media marketing long game because it helps you build strong connnections with potential customers. the goal is that they will get to know your agency's brand. And — when the times' right — they'll know who to reach out to when it comes to finding an insurance policy.
Content Marketing Versus Traditional Marketing
Quality content strengthens your social presence and your brand because it shows you know a thing or two about your customers' interests. Instead of only talking about the technicalities of insurance, talk about the things that people get insured. Discuss topics related to being a homeowner, boat lover, motorcycle enthusiast or an active RV traveler.
Though it seems indirect, relevant content is more likely to be shared than advertising messages, meaning it can be an effective way to organically spread the word about your agency. People might see their friends discussing your content and visit your page so they can join the conversation, too.
Traditional marketing messages are still useful on social media. These posts encourage people to get a quote, give your agency a call or visit your website for more information. Promoting your agency like this can be effective, but if you do it too much, people may begin to avoid your page.
To find a good rhythm, consider the 80-20 Rule: Employ content marketing 80% of the time and reserve 20% of your posts for traditional marketing messages.
For example: If you post on Facebook five times a week, adjust your weekly schedule to feature four content posts and one traditional marketing post.
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