Marketing Blog


When You Don't Want to Write: Creating Content that Matters

man rubbing eyesLet me start with your daily reminder: content is important. Especially if you want your insurance website to succeed. 

Everyone can’t be a journalism major. If you’re years removed from having to write term papers, writing might seem intimidating.

There are plenty of blog posts that offer you content ideas and tips for writing. There’s also no shortage of blogs reminding you how important content changes are. 

Buckle down and get some content changes done every once in a while. Here are a few pointers to help you shake the writer’s block.

Try to have fun with it.

You don’t always have to take yourself or your content so seriously. 

There’s always room for a light-hearted piece of content. Visitors will find it refreshing. And, it might expose a different side of you or your agency that sets you apart from the competition.

Think of it analytically.

There’s always an ideal blog length based on statistical averages. That number seems to be increasing with time. Just last year, the ideal word count for a blog was around 1,500. This year, it’s more like 2,500. 

Today many would assume people move too fast and want content that is to the point. But, in-depth content continues to perform better in search engines. Experiment with what works best for you and what has the most traction with your audience.

Make the time or pay the price.

The moment you stop finding time to focus on content, your competitor reaps the benefits. See what content your competitors are sharing and re-purpose it. Or, better yet, improve upon it. 

Do what you can with what you’ve got.

If you’re stuck on what to write about, don’t be afraid to revisit older topics. Trends change, so a topic you wrote about a year ago might be in need of an update. 

Bring someone else into the mix.

As a cardinal rule, you should never rely on just yourself to edit your work. You should have someone else doing the final edits on your content. A second set of eyes can catch mistakes or gaps you didn’t. 

You can also ask that person for ideas. This might also open your eyes to what a typical audience wants to read about.

With dedication, you can create content for your insurance website that draws in new visitors. Best of all, you can keep them coming back.


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