When it comes to digital marketing, one of the most critical aspects is reaching as many potential customers as possible. There are many ways to do this, but perhaps the most effective is by delivering industry-specific tailored content. No matter what industry you operate in, creating tailored content allows you to reach the right people for your business.
We looked at top performing content for insurance clients from January 2022 to September 2022 and reviewed the topics based on the highest number of impressions, engagements, and post-link clicks. In this blog, we will discuss the top performing content in the insurance industry your business should be utilizing.
How to Track and Rank Content
Before diving into the top performing insurance content, it’s important we discuss how to track analytics and rank content. The three main factors we look at when considering if content is high performing are impressions, engagement, and post-link clicks.
- Impressions are the number of times your post or Instagram story was displayed to a user during its lifetime.
- Engagements are the number of times that users liked, commented, saved, or shared your post.
- Post link clicks are the number of times that users clicked on the link attached to your post.
One of the main goals of digital marketing is to increase these three metrics. The more interactions your posts receive, the higher the likelihood of lead conversion. Industry-specific content helps boost these numbers, especially in the insurance industry.
Top Performing Insurance Content
For insurance companies specializing in employee benefits, we saw high engagement rates on the following content: employee achievements, employee anniversaries, local events and sponsorships, health and wellness tips, corporate announcements, and national holidays. Social media posts and blogs relating to these topics experienced higher engagement compared to other content in the industry.
Workers’ Compensation and Risk Management
Top performing content for workers’ compensation insurance and risk management solutions tends to be much more specific than in other fields. We saw increased engagement in posts about industry-specific informational content, how violations can impact premiums, challenges and risks specific industries face, tips on protecting employees, and hurricane preparedness.
Trucking and Commercial Auto
The trucking and commercial auto industry is constantly evolving which means that there is always new content to be created. In particular, engagement was highest on posts and blogs that covered important coverages for specific vehicles, fleet safety, corporate announcements, compliance and carrier updates, and documentation needed for truck drivers.
Also, posts that shared 5-star reviews from customers proved to be some of the most engaging comments for insurance companies in the trucking and commercial auto industry.
Boost Your Numbers With Tailored Content
Industry-specific tailored content is the best way to captivate the attention of your potential customer base. However, creating top performing content takes lots of time and effort from a team of digital marketing experts. That’s why Digital Mules is here to help carry the weight for you. When you partner with us, you get a dedicated team who understands the ins and outs of creating tailored content for different industries. For more information on how we can help grow your online presence and boost your engagement, contact us today.