Most people don’t buy insurance the first time they land on your website. They research, ask friends and compare coverage before making a decision.
This is exactly when your insurance agency should show up with real answers and useful insights. The right content marketing can do just that by earning trust and building strong consumer relationships before the first quote request.
And you don’t have to be a full-time marketer to make it work. Follow a few content marketing best practices to see real impact.
Turn your website into a content hub
Think of your website as more than a digital business card. It’s your agency’s home base for educating and attracting leads. It doesn’t have to be flashy to be effective, but it should be really helpful.
Create relevant, SEO-rich content
Blog posts that answer real questions – such as “Is flood insurance worth it where I live?” or “Do I need hole coverage?” – help you show up in searches and make prospects feel understood. Even a well-written post can make your agency more visible to local buyers who are actively comparing their insurance options.
Mix in other formats, such as checklists, FAQs, or short videos, to keep things fresh. Hosting a webinar can even help build authority, generate leads, and give you content that you can reuse over and over again.
Use local keywords, such as “car insurance in Fort Worth” or “best homeowner coverage near Cincinnati,” then . Make every post count by ending with a call to action, such as an offer form, a contact link, or a downloadable guide.
Expand your reach through social media marketing
Once your content lives on your website, the social media platforms get it in front of more people – especially those who may not be actively searching but still need what you have to offer. Even when you don’t have 24/7, your posts can spark engagement, expand your network, and strengthen your presence in the community.
What and where to post on Social
Share short, informative posts, such as “3 Things to Do Before Hurricane Season” or “What to Know Before Adding Your Teen Driver.” These quick tips will ensure new prospects discover your agency and your current clients between renewals.
Facebook is ideal for building personal connections and local engagement – ​​think neighborhood events, seasonal reminders or customer shoutouts. LinkedIn works well for commercial clients and referral relationships where professional credibility matters most. (You can even get really creative and share your content on TikTok or Instagram!)
Get more mileage out of every piece of content
If you’ve written a blog post, you’ve already done the hardest part. The good news is that you don’t have to reinvent the wheel every time. Recycling content saves time and keeps your message consistent across channels.
Turn an existing article into a few social posts, a quick email newsletter, or even talking points for your next networking event. The more ways you use a piece of content, the more value you get from the time you spend creating it.
Cover Evergreen Insurance Topics
Evergreen insurance topics, such as preparing for open enrollment or questions to ask during a policy review, deserve repeated visibility. A steady rhythm of once a month is better than posting in series and disappearing. Don’t worry about sounding repetitive – most consumers need to see something more than once before it sinks in.
You can also consider pitching a guest post to a local partner’s website or industry blog. Contributing content beyond your own site helps expand your reach and keeps new traffic coming your way.
Build trust with testimonials and a human touch
People want to work with someone they can count on and client feedback provides social proof before you even talk to a customer.
Demonstrating positive feedback
Ask happy customers for a quick quote. A sentence or two is enough to include in a follow-up email, on your website or in a social post. A few genuine words from a client carry more weight than any tagline.
Highlight community bonds
Don’t shy away from showing your community ties. Whether you’re supporting a youth sports team or showing up for a local fundraiser, these moments show potential customers and clients are part of the community, not just selling to it. Even simple touches, such as a “Best of” badge or local recognition, can make a lasting impression.
Gathering useful insights
You can also gain insight through a simple annual customer survey. If the results are strong – such as “98% of customers would refer us to a friend” – share them in a blog post, testimonial or marketing email to give your message extra weight.
Track your content performance and refine over time
You don’t need advanced tools or a marketing background to see what works, but a little tracking goes a long way. When something gets results – think clicks, calls or conversions – let that guide your strategy moving forward.
Where to track content performance
Tools like Google Analytics can show which blog posts drive traffic or how long visitors stay on your site. An agency management system like EZLynx reveals which email links are clicked. Plus, many social media platforms offer their own built-in metrics to demonstrate which posts get the most engagement from your followers.
Even informal feedback matters. If a customer says, “I saw your article about renters insurance,” that’s a win and a sign to create more content like it. If multiple people are asking the same question, writing a blog post is a great way to answer it.
These things may seem small, but together they help shape a strategy that works and evolves with your agency over time.
Build your insurance agency marketing strategy with confidence
Content marketing doesn’t have to be overwhelming. With the right tools, best practices and constant effort, your website and outreach channels can trigger real growth and strengthen customer relations along the way.