Content Marketing in Insurance – Strategy, Creation and Measurement. Social media managers often find the subject of “insurance” to be ungrateful. A product that cannot be touched that is not particularly sexy and that the customer does not need ad hoc. How should you work with it?
At the Content Marketing innovation workshop, 17 communication experts from nine insurance companies romped around the world of content for three days and developed, rated and SEO-optimized content for different target groups. The workshop aimed to show that insurance companies can also produce exciting content.
Stand out from the crowd with your own content
Knowing the target group and producing entertaining and valuable content for them is an essential basis for successfully placing your content. Eik Stiefel from the agency Herz Aus Gold showed that the whole thing could be approached a little differently. He recommended taking up current issues from the media and looking at them from an insurer’s perspective. This could definitely have entertainment value. As an example, he cited a contribution to the insurability of a circumnavigation of the world. Can such a project be insured at all, which insurance do you need and what does it cost? Topics on which you can position yourself as an insurer can also be exciting. Stiefel named climate protection as an example. Of course, such content is not primarily aimed at bringing your own products and services to the fore. Rather, it is about finding topics that fit into the customer’s living environment and ensure a positive perception in the customer journey. Because what is exciting is what interests the target group and not what the company wants to communicate about its services.
Rate and create content
The workshop day with Katja Evertz not only provided a lot of exciting input on content formats and SEO-optimized content, but it also instructed the participants to get creative themselves. The own content was assessed according to various methods, for example, the content matrix, the content radar, the content traffic light and the story circle. The result was an objective assessment of one’s own content, in which strengths and weaknesses were revealed.
Since only talking about content has little effect, the content was also created in small groups. This is how picture stories, SEO-optimized texts or postings were created. Ideas for podcasts were also diligently developed because anyone who thinks that insurance topics don’t work here is wrong. The participants’ initial ideas, such as a drone podcast, a “What if …?” Podcast or podcasts for brokers and sales staff, show that the subject is quite broad. Since insurance companies play a role in many areas of the customer’s life, it is quite conceivable to place a sustainable topic podcast here. The companies also benefit from the fact that there are not really many insurer podcasts at the moment. The field is also rather clear when it comes to finance. In view of the fact that podcast listeners are educated, earn well, and every third listener is over 50, one can only encourage insurers to give serious thought to their own podcast format.
Text, images, audio – what is still missing are the videos. Florian Arndt from Sons of Motion Pictures gave a very entertaining lecture. He got a YouTube quick release. The attention when watching videos is getting shorter and shorter. Five years ago, the optimal video length was three minutes, today it has been reduced to 1.5 minutes. It is also advisable to use 30-second snippets to grab the audience’s attention and, if they are interested, refer to longer videos. If you consider that YouTube is the second largest search engine in the world today, it would also be wasted reach not to place any content here. Arndt also advised the participants to advertise on YouTube because it was quite cheap. The first 6 seconds before the viewer can skip the advertisement are even free.
In summary, the industry is not necessarily lacking in creativity. It is more the lack of courage to break new ground and to dare to do something. However, a rethink is necessary for the fight for customer attention. Experimenting and being open to new things are important prerequisites.
What interests me at the end of this report: How are you positioned in content marketing? Are you more of a classic or are you already playing on new topics creatively and dare to do something?