Blogging can bring great advantages across a wide variety of industries. But is it worth the time for wholesale insurance brokers?
According to ZoomInfo, US-based Internet users spend 3x more time on blogs than they do on email. That statistic alone makes blogging worth it for most people in most industries. However, keeping a consistent blog can involve a not-insignificant time commitment. We believe wholesale insurance brokers in particular stand to benefit from blogging. Here’s why:
- It’s great for SEO. Blogging is a great way to attract qualified, motivated traffic to your website.
High search engine rankings depend on a variety of factors, one of which is consistently updated, quality content. Your blog provides that on a regular basis, if you can keep up a regular posting schedule. It also provides a repository of industry-specific keywords that your target constituency—the agents you want to work with—care about.
That’s not the only way blogs help your search engine rankings. A blog produces content that you can share across your social media sites, helping you connect with the agents you want to work with and encouraging them to share in turn. This raises the possibility that people will link to and reference your content, which will also help your authority in Google’s eyes.
- It brings you qualified leads. As a wholesale insurance broker, the people most interested in topics you’ll write about will be insurance agents who are looking to place challenging risk—specifically in areas you focus on.
The people using keywords in search engines that bring them to your blog are not casual readers. Chances are, they have an immediate and very specific need. A blog raises your visibility to those people just when they need the expertise you offer.
- It raises your profile as a thought leader. The insurance industry runs on trust. This is especially true of wholesale, where you’re working on placing extremely challenging risk in specialized situations. The insurance agents you work with—and their clients—have to trust your expertise. Blogging is a great way to establish credibility and trust among the agents who need your help, even before you meet them. This can also help drive business.
- The market is wide open. Even though B2B blogging has been around for a while now, most wholesale insurance brokers don’t run their own blog. The market isn’t saturated—and that means if you get in early, you have a good chance of standing out.
As a wholesale insurance broker, blogging can benefit you enormously. It can raise your standing as a thought leader, improve your website’s position in the search engines, and help attract qualified leads. If you can find the time, you’re likely to see benefits from blogging.