How do I curate content that engages readers for an insurance blog? Brand journalism or blogging serves a purpose for the readers, not just the publishers.
Some companies can be self indulgent when it comes blogging:
"Here's what we do best"
"We're launching a new product"
"Check out what we said"
I believe that brand journalism focuses on the readers' interests and needs.
"You asked, we delivered"
"5 things you'll want to know about insurance"
"How our new product can help you"
While it's easy to assume what readers want, succeeding to do so is another story.
How to create relevant blogs that your audience can connect with?
Find problems you can help solve
Keep up with relevant events or search trends
Listen to what customers are asking
Below are some topics I wrote based on the solutions I've mentioned above.
Find problems you can help solve
I found out that many customers encounter problems in purchasing their travel insurance:
They choose the wrong area of coverage, and not aware of that only local residents are covered.
They are not covered for the entire duration of their trip.
Unaware of the age limit eligibility.
Still visits the office to claim instead of availing online claim services.
And a variety of other issues.
I created a blog answering these problems:
Keep up with relevant events or search trends
As the world spirals into the new normal, insurance also faces significant changes.
Here's a blog providing updates on how we can help customers amidst a pandemic.
Listen to what customers are asking
There are a number of channels to get customer feedback, like:
Emails
Reviews
Surveys
In this example, I've used the chatbot (Faith) data to find the top queries.
The top chatbot queries are about skiing
and extreme sports related to travel insurance
Resulting to one of our top performing blog
I also created an infographic for social media sharing
Helpful information available through the blog channel empowers our readers to make educated choices.
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