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Why I've stopped selling pre-written insurance blog content

Updated: Aug 12, 2022

What I was selling were 12 pre-written blog posts for insurance brokers, so they had a bank of content to use monthly or as they wished, covering a range of commercial insurance topics. It was a great idea and a strong seller but with each broker who bought the package I found myself editing the posts or swapping out titles that did not gel with certain broker's ideal client or business niches.

So why stop? Here is why

1. I prefer working with people 121

Insurance is a people business and I like people; I enjoy taking the time to work directly with brokers to understand their core values, brand voice and client propositions and then creating a solution for them, it delivers better results for my clients, builds a relationship based on trust with my clients and while I have the time to do it, this is how I chose to work.

2. I want to help people get more leads – this means better SEO

Google doesn’t like it if people all put out the same content, in fact, you can be penalised for it. For better SEO results, your content needs to be unique and optimised for SEO using carefully chosen keywords, headings, and subheadings so you can maximise the amount of traffic to your website and deliver more leads to your business. Producing generic content is quicker but it is not as effective.

Picture with a cartoon "Stop" speech bubble

3. I want to spend more time working on niche content for my clients

I enjoy helping clients create content that sounds like them and speaks to their ideal client. I work directly with you to understand your core values and client proposition, as well as your tone of voice to create seamless value in your content so you can attract and convert your dream clients.

Not only does this take content creation off your to-do list, but it also frees up your time so you can focus on your zone of genius.... insuring.

4. I still offer a bundle of posts to clients

My new packages offer a bundle of posts based on 3 tiers depending on how much content you want. Each package is available for a minimum of three months. These packages offer all the good stuff – the 121s, bespoke content, maximised SEO, a round of edits, as well as complimentary social media posts so your content is easy to share with your audience.

5. You can get this stuff elsewhere

There are other online companies selling off-the-shelf pre-written insurance articles and content, usually on a subscription basis. I don’t want to compete with this in terms of price or volume of content. I have the time and passion for delivering a 121 service and I really believe that is worth the time and investment.

So, in summary, if you want to stand out from the crowd, build a reputation for delivering value, and create client-generating content drop me a line and let’s have a chat about how I can help you.

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