How to Define Your Insurance Blog When You Have No Audience
The task of upkeep on an insurance blog can be daunting when you have no audience to draw from, and chasing insurance leads is commanding much of your time.
You know it’s important to have an online presence and to establish your credibility in the insurance industry, but active sales are driving much of your thought process.
For this reason, I would like to demystify the process a bit and help you figure out a system of topic generation, so you’re not spending too much time and getting discouraged.
Here are some recommendations for defining your insurance blog when you have zero audience.
1. Go Where Your Customers Are Already Consuming Information
Try to put yourself in the customer’s position. If they were going to derive use out of an insurance blog, where would they currently go?
Would they focus on a local competitor or a frequently updated national blog? Would they turn to online “Ask an Agent” forums, or would they simply do a cold Google search?
Each of these scenarios can give you a good starting point for idea generation. By going to where the consumers already are and seeing the types of questions they’re asking, you can get a sense of where your focus needs to be.
But that isn’t the only step you should be taking.
2. Try The Malcolm Gladwell Approach
A recent article on Inc defined a content generation strategy known as the “Malcolm Gladwell approach,” and it’s one that you should really be listening to.
As Inc contributor Danny Iny points out, much of the popular marketing advice out there is also counterproductive to your mission.
How can you expect to succeed at creating longer, slicker content with little market share or resources to do so?
Author Malcolm Gladwell’s approach is to forgo this advice, Iny writes, instead looking for existing gaps in what is out there.
He gives a few examples below.
“… try asking:
“‘What’s missing? What gap can I fill?’
“Example: Everyone else is writing blog posts, but nobody has created the step-by-step video yet.
“‘What questions could somebody still have after consuming this content? What might they not know how to do?’
“Example: Everyone’s talking about the benefits of outsourcing, but nobody teaches how to onboard new contractors quickly and manage their work effectively.
“‘Having read all this, what might they try to do and screw up? What are the common pitfalls and mistakes?’
“Example: There’s plenty of material about defining your niche, but no guidance on troubleshooting your niche statement once you’ve drafted one.”
3. Use The Table Of Contents Approach
Another great way to take idea generation to the next level is to go to the bookstore and investigate books that an insurance customer might find interesting.
You don’t have to buy any of these books. You can simply browse their Table of Contents to see the types of topics that authors deal with. If you need to do a little more investigation into the topic, consider pulling up the book’s TOC on Amazon or, if you can afford it, purchase the book itself.
Using the Table of Contents as a starting point can give your brain lots of different directions to go for content generation. And while you’re at it…
4. Read 2- And 3-Star Amazon Reviews
There are lots of shill reviews on Amazon, and it can be aggravating when you find yourself suckered into buying a terrible book based on such reviews.
But for the higher-rated books, there are also a lot of insightful reviews. That’s why you should consider finding the product pages for some of the thought leaders in the insurance field and read what the two- and three-star reviewers have to say.
Many times they will point out gaps in the material that you can fill in with your content.
What you will likely find when you start an insurance blog is that the starting is one of the hardest parts. Once you get rolling, you may even find the content generation part exhilarating, particularly when your content helps site visitors and potential customers with the questions they’re having. Whatever you do, get started! The web is too important to your marketing and brand presence to be dormant. Best of luck!