Presentation slides from the May 17th Masters of Marketing webinar from Insurance Technologies Corporation on Website Content. www.GetITC.com

1. "Content is King"
The Importance of Content

2. What Are Your Intentions?
● Have people visit your site
● Have people stay there a while
● Have people continue to come back
So where do you start?

3. Step 1: Get People to Visit
“Sites that update their content 5 times a month receive 300% more traffic”
(http://www.esacramentomarketing.com/businesses-need-to-get-with-the-content)
More Visitors
More Customers
Make it relevant. Make it interesting.

4. Search Engines Don’t Care About Design
Because Content Is King.
Content ∙ Search Engines ∙ Consumer

5. Quality. Engagement. Freshness.
Keep your site fresh.
How often should a site be updated?
Often. Weekly, if possible.
How much should a site be updated?
A lot.
What kind of content should be added to the site?
New Pages. Not just new content on existing pages.

6. Don't Let it Go Stale
Think: Expiration Dates
You don't want the stench of bad content
keeping people from coming back to your site.
So take care of that content.

7. It's Like Going on a Date
You want the sparks to fly!
Just like you wouldn't want the conversation
to die down on a first date,
it’s the content that sparks an interest
and keeps that visitor coming back!

8. Step 2: Make People Stay a While
People like to be intrigued.
Is there really a person behind this website?
Do you know what you're doing?
Are you going to take care of me as a customer?
Express how great you truly are.
With Content.

9. Content. Content. Content.
Make those visitors know you actually exist.
Show off how much you know about customer service and managing a crisis.
Show that you care about each and every customer.
Show that you care about the time and effort it takes for
people to pick your site out of millions.

10. Step 3: Keep People Coming Back
Your Work is Done!
Just Kidding. Your work is never done.

11. Tricks of the Trade
Blogs – Post infographics, comic strips, funny stories about insurance, or
important news about changes in the industry. Blogs are the epitome of new,
fresh, and relevant content on your site.
Contests – People like free prizes. And businesses like free publicity. A
contest can also be the best way to keep people coming back.
Testimonials – Seeing that Susie from down the street highly recommends
your business will definitely help Mary make a decision to stay on your site for
business.

12. Tricks of the Trade
Newsletters – This is a perfect example of how you can get people to visit
your site, and then you can kindly remind them to come back.
Press Releases – If you’ve got fresh, exciting, and relevant news to share,
consider this option for some good, off-site content.
Landing Pages – Take advantage of your great design and some even
better content. Use these pages to cater to specific content, and make it easy
for the consumer.

13. Landing Pages

14. Bottom Line
Content is King.
It does it all:
Gets People to Visit
Makes People Stay a While
Keeps People Coming Back

15. And now you know the importance of content.
Thank You!