A Bridge To SuccessHow To Craft Effective ContentFor Your Insurance Website

Dylan BrooksSEO Coordinator & Content Evangelist

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 x127dbrooks@getitc.com

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

A Bit About Me

• Experienced SEO• Content strategist• Former TV news producer• Background in storytelling

One Big Takeaway:

The primary purposeof your website is to

build a connectionwith consumers.

How Do You BuildThis ConnectionThroughout A Website?

Page By Page.

There Are Several Types of Webpages

• Homepage• About Us Page• Product/Service Pages• City/Regional Pages• Resource Pages• Action Item Pages

These Pages Should All BuildA 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?

When Done Effectively,This Will Help With Your:

•Web Visibility•Branding•Referrals•Revenue

Putting This Into Action

Putting This Into Action

• Think Consumer-First• Benefits Over Features• Go Local & Personal• Connect Through Emotion

Think Consumer-First

Think Consumer-First

• The purpose of a page is not to advertise• Each page should meet a specific consumer need

Think Consumer-First

• This is true for your:• About Us Page• Product/Service

Pages• City/Regional Pages• Resource Pages• Action Pages• Home Page

Think Consumer-First

• The Consumer is in control• Your content should

reflect this

Think Consumer-First

• Know Your Consumers:• Do research• Take note of common

questions & pain points

Benefits Over Features

Benefits Over Features

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

Benefits Over Features

• Show how your product or service can help solve consumers’ problems• Specific = Enticing

Go Local & Personal

Go Local & Personal

• Consumers expect a personal touch• Your local presence

can be an advantage• Focus on ties to the

community you serve

Go Local & Personal

•Demonstrate regional knowledge in content• Geography• Weather• Local

Events/Holidays

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!

Connect Through Emotion

Connect Through Emotion

• Emotions have a major impact on purchasing decisions•Great content leverages both logic and emotion

Connect Through Emotion

• Build a Connection• Show empathy for

consumers’ needs• Provide a relevant

& timely solution

Connect Through Emotion

• Include a Call to Action only after you’ve:• Earned trust• Proved relevance

In Summary

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

Questions?

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 x127dbrooks@getitc.com