How can you develop a content management strategy for an insurance company?

1 Define your objectives

Before you create any content, you need to define what you want to achieve with it. What are your business goals and how can content help you reach them? For example, do you want to increase brand awareness, generate leads, improve customer retention, or comply with regulations? Depending on your objectives, you will need different types of content, such as educational articles, testimonials, newsletters, or policy documents. You also need to establish how you will measure the success of your content, such as by tracking metrics like traffic, conversions, engagement, or satisfaction.

2 Know your audience

To create effective content, you need to know who you are creating it for. Who are your target customers and what are their pain points, needs, preferences, and behaviors? How do they search for information, make decisions, and interact with your company? You can use various methods to research your audience, such as surveys, interviews, analytics, or personas. Based on your findings, you can segment your audience into different groups and tailor your content accordingly. For example, you can use different language, tone, format, and channel for young professionals, retirees, or businesses.

3 Audit your existing content

Before you create new content, you need to evaluate what you already have and how it performs. A content audit is a process of reviewing and analyzing your existing content to identify its strengths, weaknesses, gaps, and opportunities. You can use tools like spreadsheets, content inventory software, or content analysis frameworks to collect and organize data about your content, such as its title, URL, type, format, topic, keywords, audience, objective, metrics, and quality. Based on your audit results, you can decide what content to keep, update, delete, or create.

4 Create a content plan

A content plan is a document that outlines what content you will create, when, how, and why. It assists in aligning your content with objectives, audience, and brand voice. Generally, a content plan includes a content calendar with the title, topic, format, channel, deadline, and responsible person for each piece of content. It also has a content brief that provides details and guidelines for each piece of content such as purpose, audience, tone, keywords, sources, and call to action. Additionally, it has a content workflow that defines the steps and roles in the content creation, approval, and publishing process. Lastly, it has a content style guide that sets standards and rules for the content quality, consistency, and accuracy.

5 Distribute and promote your content

Creating content is not enough; you need to ensure it reaches and engages your audience. Content distribution and promotion are the strategies and tactics used to deliver and amplify your content across various channels and platforms, such as your own website, blog, email, or social media accounts, as well as earned channels such as guest posts, media coverage, reviews, or referrals. Additionally, paid channels like ads, sponsored posts, or influencer marketing can be used. To optimize your content distribution and promotion efforts, consider factors like your audience preferences, budget, goals, and metrics.

6 Monitor and optimize your content

Content management is not a one-off project, but a continuous cycle that requires constant monitoring and optimization. You need to track and measure how your content performs against your objectives and metrics, and use the insights to improve your content strategy and tactics. For example, you can use tools like Google Analytics, social media analytics, or email marketing software to collect and analyze data about your content, such as its reach, traffic, conversions, engagement, or feedback. Based on your findings, you can test and implement changes to your content, such as its title, format, length, keywords, or call to action.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?