We like to think that writing a strong insurance blog is an art form.  Like art, it needs to flow, and it needs to speak to the viewer. Too many agencies out there are forcing it.

If the sole purpose of your blog is to generate sales, then you’re likely to fail.  In your face marketing is a turnoff, so it begging for clicks and shares. The goal of your blog should be to attract fans.

Your fans are your biggest cheerleaders, they want to see you succeed, and they want to help you – usually by sharing your blog posts on social media.

And how do you attract new fans? By creating content that they will actually want to read. Let’s be real, insurance isn’t exactly a topic that gets people excited, which is why it is important to write on topics that interest a broad range of individuals.

As an example, we write for insurance companies, and yet our most popular blog post was on safety tips for riding your motorcycle in the wind. Our message wasn’t overt; it was subtle. As an insurance company you want viewers to know that you care about their wellbeing, it’s not just about turning a profit off of their potential misfortunes.

And guess what? Harley Davidson of all companies caught wind of the blog and shared it with their followers on Google+. Now here we are, nearly 20,000 page views later.  That’s 20,000 sets of eyes focused on this one insurance company’s content.  Here’s guessing not all of those page views came from current customers.

So here are the three Actively Implementing Marketing Solutions tips for writing a strong insurance blog:

1. Be subtle. You don’t always have to push your products. If viewers are interested in learning more, they will contact you for more information.
2. Write to a wide audience. Forget the jargon and lose the techy language – your blogs should be informal and easy to understand.
3. Share information that interests you. Our best, most viewed blogs are always the ones that we enjoyed writing. If you don’t enjoy writing it, how can you expect anyone else to enjoy reading it?

Photo – © Michael Brown – Fotolia.com