Choosing the Best Content Marketing Agency for Your Life Insurance Company

June 18, 2019

You are a life insurance agent, broker, or owner of a life insurance company and are looking to grow your organic search traffic and build your brand.

You understand the importance of high-quality content that is relevant to your audience, and you know it is time to start producing some of your own.

You know you don’t have the time to invest producing this content yourself, and that a content marketing agency can produce much higher quality results.

But, you’re not quite sure what to look for in an agency in order to make sure that you have made the best hiring decision.

In this article, you will learn:

  • What to look for in a content marketing agency
  • What questions to ask
  • How to screen your candidates
  • What to expect for results
  • Signs of a good agency to work with
  • Warning signs of a bad agency

By the end of this article, you will have all the tools and knowledge necessary to hire the best content marketing agency for your life insurance company.

how to choose a content marketing agency for your life insurance company

1. Understand & Define Your Content Marketing Goals

Before selecting an agency to work with, you want to make sure that you have a firm understanding of what your content marketing goals are.

In order to do this, start by asking questions like:

  • What are your search engine ranking goals for the next 12 months?
  • What keywords are you trying to target?
  • What type of leads are you trying to attract to your site?
  • How will a content marketing strategy fit in with the rest of your digital marketing efforts?
  • What pages are you trying to drive the most traffic to?
  • What existing pages are you trying to improve the performance of?

Answering these primary questions will give you a good idea of where you stand now compared to where you want to be in a year.

From here, you can go about selecting a content marketing agency that best fits your needs and goals for the future.

how to choose the right content marketing company for life insurance agents

2. Make Sure They Have Experience In Life Insurance

Life insurance can be a highly-technical industry.

On top of that, it is an extremely competitive industry.

Even if your products services are niched down, you will still be competing with some very large players in this space.

For this reason, you will want to work with an agency that has experience developing life insurance content that gets results.

Some key questions that you can ask an agency in order to qualify them are:

  • What are some examples of life insurance content you have created?
  • What type of results have you gotten your past clients?
  • What type of knowledge does your team have of life insurance?
  • How well does your team translate the complex details of life insurance to their audience?

This will help you develop an understanding of the results that a content marketing agency can deliver for your company.

In order to see the best results, you want to make sure that the agency you choose has a solid understanding of your industry, your niche, and your target audience.

finding the best content marketing agency for life insurance

3. What Results Can They Show?

When it comes to demonstrating results, there are a few major things that you want to check for:

  • Search engine rankings
  • New visitors
  • Click through rates
  • Conversion rates
  • Time on page
  • Behavior flow
  • Qualified leads
  • Clients generated
  • Impressions
  • Etc…

These are just a few of the most important types of results that a Content marketing agency should be focused on when producing content for your life insurance company.

A few questions you can ask to learn more about the results you can expect from an agency are:

  • How long does it typically take you to get these results?
  • How often should we be producing content to see the best results?
  • What are the main things you try to focus on in your life insurance content?
  • What edits can we make to our top performing pages immediately to see results?

These questions will also help you learn more about the time frame in which you can see results.

To learn more about what KPIs you should be tracking in order to monitor your content marketing ROI, check out this comprehensive guide we wrote.

finding the best digital marketing agency for life insurance

4. What Kind of Reporting Do They Have?

Equally as important as results, you want to also understand what type of reporting a content marketing agency does for its clients.

In order to learn more about the type of reporting in agency does, ask questions like:

  • How often do you report results to your clients?
  • What metrics do you focus on?
  • What is your approach when metrics are not net?
  • What information do you need from me in order to track results?

These questions will help you gain insight into the processes that drive your content marketing agency.

On top of this, they will help you understand more about how your agency will go about creating goals and reaching them.

find best content marketing company for life insurance

5. Make Sure Focus On Quality Of Content First

You have already taken the time to scream the quality of their content, and the results that they have gotten for past clients in your industry.

Now it is time to make sure that they put their money where their mouth is.

Any content marketing agency that does not primarily focus on the quality of their content first should raise a huge red flag.

If you are going to spend the money to work with an agency, you want to ensure that the end product will be one that provides value to your audience, and builds trust.

In order to make sure that the agency you choose is focused on delivering quality, ask questions like:

  • Do you outsource content, or is it handled by an in house team?
  • How do you go about editing and screening your content to ensure quality?
  • How often do you make edits to and change content once it is uploaded?
  • What is the average length of your content

Getting answers to these questions will help you understand the devotion that an agency has to constantly delivering a quality product.

Learn More: To learn more about what it takes to make the best content in your industry, check out this comprehensive guide.

finding the right digital marketing agency for life insurance companies

6. Ask About Their Processes

If content quality and results are the main goals when looking for a content marketing agency for your life insurance company, then you will want to be sure to understand the processes an agency applies to their content.

You want to make sure that the agency you work with understands all of the main factors that go into making effective content that gets results. This involves a heavy focus on:

  • SEO
  • Competitive research
  • Industry research
  • Audience research
  • Keyword research
  • Google’s ranking system

In order to get a better understanding of a content marketing agencies processes, ask questions like:

Asking these questions will help give you a better understanding of just how in agency approaches difficult situations.

As we stated earlier, life insurance is a very competitive industry even if you are niched down properly. So you want to make sure that the content marketing agency you select has what it takes to crush the competition.

choose the best online marketing agency for life insurance companies

7. Set Them Up For Success

This is just as important as outlining clear and concise content marketing goals for your life insurance company.

While a content marketing agency should have all the tools necessary to take your online business to the next level, there are a few things that they need from you in order to succeed:

  • Open communication
  • Points of contact
  • Access to analytics data
  • Trust in their expertise
  • Contacts for other agencies they may need to work with
  • An understanding of time frames for success
  • A clear outline of goals and expectations

If you have done your research right, and applied the other tips we listed above, by the time you hire a content marketing agency, they should be asking you for a few things to get started, listed above.

You are taking the time to build your website and brand online. Your business is like your baby. But, if you are hiring an agency to handle your content production, you need to let them have a little bit of control in the process, and trust their expertise.

Otherwise, you may never see the results you are looking for. Not allowing an agency to have access to things such as your analytics account, and proper points of contact can really cause a lot of slowdown and wasted time/energy.

If you really feel uncomfortable letting a content marketing agency have full control, start them off slow on a small project, on a monthly contract until they have demonstrated results.
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Now it’s time to choose the best content marketing agency for your life insurance company.

Hiring a content marketing agency for your Life Insurance Company can be one of the best decisions you ever make.

But, you need to make sure that you find an agency that can handle the hi competition in your industry, and consistently produce high-quality content for your audience.

Now that you have a better understanding of how to choose the right agency to outsource to, it is time to find the right partner and make a hiring decision.

This will free up your time to focus on other aspects of your business, while turning your website into a 24/7 sales machine. Give us a call today to see how we can help you get started producing effective content for your site that commands results.

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