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Measuring content success in the insurance industry

Written by Beth Cunniffe: Content manager.
· 4 minute read

Because success is such a broad term it can mean so many different things when applied to your content. That’s because when we say success, we’re really talking about what your goals are. And depending on what stage your insurance business is at, your goals are likely to differ.

With that in mind, the metrics you measure in terms of the success of your content will vary.

They generally fall into the following areas which you can then start to unpick.

Engagement

How many people have actively engaged with your content? Tracking engagement works particularly well on social where you can look at likes, shares, retweets and comments. But you can also track how many people have found and read a blog post by looking at the time spent on that page. This gives you a better idea of the type of content that works for you.

Traffic

If the aim of your content is to drive traffic to your website then this is something you can easily track too. You’ll be able to measure the success of your content, whether it’s a blog post, an ad, or a video, by looking at how many people click through to your website afterwards.

Brand awareness

It may be that you just want to get your brand name out there. Gain some visibility and generate a bit of brand awareness. This is a little more difficult to track but still doable. You may see your branded search terms increase, as well as your direct traffic. It’s also worth looking at whether or not your social profiles visits have increased.

Lead generation

In terms of lead generation, you may want to use your content to collect email addresses or get your audience to perform a specific action. But you’re going to have to give them something in order for them to do that. Providing a white paper, report or some downloadable content is a good exchange. If no one wants to trade their email address for it it’s probably not something your audience wants or is connecting with. On the other hand, if you get lots of leads from people wanting to access your content you know you’re on to a winner.

Sales/revenue

It may be that you’re just looking for straight up sales through your content. And you can measure how successful it is in pounds and pence.

So when we say “success” it’s clear that how you define that is extremely personal to you and your company.

3 quick tips for crafting killer content in the insurance industry

Look at your brand identity

You would be forgiven for thinking that your content should fall in line with what the industry standard is for insurance content. But your content can, and should, fall in line with your brand identity.

NewsCred sums it up perfectly by explaining that “it’s easy to get caught up figuring out: “What kind of content should an auto insurance company provide?” and lose sight of the real question, which is “What kind of content should this auto insurance company provide?””

First Direct Bank are a perfect example of this (before you say anything they’re not just a bank, they do insurance too!) Their approach to their content stems from their values: passion, pride, playful, always on, family and original. And not what they think insurance copy should say.

Insurance content doesn’t have to be boring

If you’re trying to get across a factually heavy message, remember written copy isn’t your only option. Infographics, calculators and quizzes can be an exciting and interactive way to present even the driest topics. And don’t get too bogged down feeling like you have to only talk about insurance. You have the knowledge and authority to cover adjacent topics that will keep your content fresh and interesting.

For example, if you’re in vehicle insurance, broaden your content to cover things like road safety, vehicle maintenance tips, and topical events. This way your content stays varied and you position yourself as a real authority in your field. It’s the approach we’ve adopted here at Run2 with our client Carole Nash.

Similarly, if you provide life insurance, find out what your audience is interested in and produce content around that. Vitality are a great example of this. They produce the Vitality Magazine which is full of lifestyle, health and wellness tips covering a range of topics including exercise, food and mental health.

Find the sweet spot

The majority of content created by any industry should aim to fall into a specific category. You’ll find this category where a brands’ goals and their target audiences’ interests overlap. NewsCred calls it the “sweet spot.”

Of course not every piece of content has to fall into this category and not all of it will or should. But getting a big chunk of your content in this sweet spot gives it a better chance of succeeding – whatever that means 😉