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A Bridge To Success
How To Craft Effective Content
For Your Insurance Website
Dylan Brooks
SEO 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 x127
dbrooks@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

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One Big Takeaway:
The primary purpose
of your website is to
build a connection
with consumers.
How Do You Build
This Connection
Throughout 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

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MotiMaker is a website and mobile app that helps people create and manage goals in order to stay motivated. Users can create their own goals or join existing goals set by others. Goals are organized by topic and tag. Users work towards their goals and can earn awards, trophies, and find new friends through the competitive aspect of achieving goals together. The business model involves advertising and a potential pro subscription to generate revenue from both users and advertisers.

These Pages Should All Build
A 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

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This document discusses how to use Google Trends for client optimization. It explains that Google Trends allows you to see trending topics, determine keyword popularity and strength, geo-target keywords to specific locations, and get ideas for content creation based on trends. Content creation managers and specialists can use Trend data to develop and implement strategies for creating relevant content and optimizing keywords.

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

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Think Consumer-First
• Know Your Consumers:
• Do research
• Take note of common
questions & pain points
Benefits Over Features
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“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

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• 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
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or region
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major impact on
purchasing decisions
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leverages both logic
and emotion
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Ejercicios y explicación sobre los verbos en presente

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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 x127
dbrooks@getitc.com

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A Bridge To Success: How To Craft Effective Content For Your Insurance Website

  • 1. A Bridge To Success How To Craft Effective Content For Your Insurance Website Dylan Brooks SEO Coordinator & Content Evangelist
  • 2. 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 x127 dbrooks@getitc.com
  • 3. 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
  • 4. A Bit About Me • Experienced SEO • Content strategist • Former TV news producer • Background in storytelling
  • 5. One Big Takeaway: The primary purpose of your website is to build a connection with consumers.
  • 6. How Do You Build This Connection Throughout A Website?
  • 8. There Are Several Types of Webpages • Homepage • About Us Page • Product/Service Pages • City/Regional Pages • Resource Pages • Action Item Pages
  • 9. These Pages Should All Build A 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?
  • 10. When Done Effectively, This Will Help With Your: •Web Visibility •Branding •Referrals •Revenue
  • 12. Putting This Into Action • Think Consumer-First • Benefits Over Features • Go Local & Personal • Connect Through Emotion
  • 14. Think Consumer-First • The purpose of a page is not to advertise • Each page should meet a specific consumer need
  • 15. Think Consumer-First • This is true for your: • About Us Page • Product/Service Pages • City/Regional Pages • Resource Pages • Action Pages • Home Page
  • 16. Think Consumer-First • The Consumer is in control • Your content should reflect this
  • 17. Think Consumer-First • Know Your Consumers: • Do research • Take note of common questions & pain points
  • 19. Benefits Over Features “Consumers don’t care what your product does. They care about what it can do for them.”
  • 20. Benefits Over Features • Show how your product or service can help solve consumers’ problems • Specific = Enticing
  • 21. Go Local & Personal
  • 22. Go Local & Personal • Consumers expect a personal touch • Your local presence can be an advantage • Focus on ties to the community you serve
  • 23. Go Local & Personal • Demonstrate regional knowledge in content • Geography • Weather • Local Events/Holidays
  • 24. 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!
  • 26. Connect Through Emotion • Emotions have a major impact on purchasing decisions • Great content leverages both logic and emotion
  • 27. Connect Through Emotion • Build a Connection • Show empathy for consumers’ needs • Provide a relevant & timely solution
  • 28. Connect Through Emotion • Include a Call to Action only after you’ve: • Earned trust • Proved relevance
  • 30. 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
  • 32. 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 x127 dbrooks@getitc.com