So… you’re writing content for your insurance agency’s blog. That’s great! That’s fantastic! But, do you have a strategy? Put yourself in your customer’s shoes. They are bombarded with marketing messages from every direction, 24-7.

How do you break through that clutter? It’s simple. Start targeting your content to different stages of the buying cycle. This is an important way to start thinking about your current content strategy in order to make your marketing efforts more effective.

Think about it. Why wouldn’t you want to create content that appeals to people in each phase of the buying cycle? If you can get a touch point in each phase, you can move them along the sales funnel to the sale. Or, at the very least, make sure they see your brand at some point in that cycle.

Here are some ways your agency’s content strategy can achieve this, along with ways you can improve upon it:

Awareness phase – This is when the consumer first comes in contact with your brand. Maybe they aren’t even considering purchasing insurance or that they might want to switch agencies or carriers.

• This is where local-focused blog posts come into play.

If your agency is very involved in the community, that first impression might be, “Hey, look at this local agency that’s really involved in helping my community.”

Consideration phase – This is when a consumer is actually considering different options for purchase of a product or service that he or she needs or wants.

• One way to capture their attention is by showcasing your knowledge of what they need insurance to cover, i.e. their car, house, business.

• Another way to capture their attention is by showcasing your agency’s expertise in insurance.

Purchase phase – This phase speaks for itself! It’s people who have done the research and are ready to purchase.

• This is where your insurance website and its content come into play. Is it optimized to draw these visitors to your site? If you’re running PPC campaigns, you are targeting those people in the purchase phase as well.

Your blog content can play a part here too, especially when it comes to the insurance topics you write about.

So, please, please keep on blogging and think about the buying cycle as you do!