What are key insurance content marketing strategies?

Content marketing in the insurance industry isn’t like other sectors. It requires a more nuanced, compliance-aware strategy—mainly because insurance is classified by Google as a Your Money or Your Life (YMYL) topic. This means content quality, trustworthiness, and expertise are held to a higher standard, making it more difficult to rank and convert without a structured, credible approach.

What’s more, the insurance space is highly competitive. Potential customers often begin their journey with online research, and you're frequently competing with SEO-heavy price comparison giants like CompareTheMarket and Confused.com. To succeed, your content must be more strategic, more expert-led, and more targeted than ever.

Key Insurance Content Marketing Strategies

1. Start with Bottom-of-Funnel SEO

If you want conversions—not just clicks—your content needs to meet users at the decision stage. Focus on “buying” keywords: search terms typed by people actively seeking a solution, like “best travel insurance for over 60s” or “UK car insurance with free breakdown cover.” These keywords may not drive massive traffic, but they tend to convert at much higher rates.

2. Publish Expert-Driven Content

In an industry where misinformation can have serious consequences, demonstrating authority is essential. Base your content on interviews with industry professionals, underwriters, or agents. Always include a clear byline to show the reader the content is backed by a real expert. This builds credibility with both Google and your audience.

3. Build Trust with Informative, Customer-Centric Content

Insurance is often seen as a “grudge purchase.” Many buyers don’t enjoy the process, and loyalty is minimal—making churn a constant risk. Combat this by creating value-driven content that addresses real customer concerns. Answer their questions, explain complex terms, and provide peace of mind through clear and transparent information.

What Types of Content Work Best for Insurance?

A diversified content strategy is essential. Here are some formats proven to work in insurance marketing:

  • Blog Posts – Great for answering common queries and responding to news or regulatory updates.

  • Videos – Explain tricky topics like “no claims bonus” or “deductibles” using visual storytelling. This format builds trust faster.

  • FAQs – Address the full spectrum of customer doubts with detailed, easy-to-read Q&As.

  • Case Studies – Show real-life outcomes, e.g., how a policyholder benefited during a claim. These humanise your brand.

  • Social Media Content – Use lighter, more engaging content to connect with prospects emotionally and remain top-of-mind.

What Are the Benefits of Content Marketing in Insurance?

1. Higher Google Rankings & More Conversions

Since most insurance buyers begin with online research, being visible on search engines is critical. High-quality, optimized content can earn you those coveted top spots—and bring in motivated customers.

2. Increased Trust

Content backed by expert knowledge helps position your brand as trustworthy. Over time, this credibility improves both conversions and customer retention.

3. Broader Brand Awareness

Publishing on your site is just the start. Expanding onto third-party publications and industry platforms can significantly grow your reach and reputation.

Tips for Successful Implementation

Start with High-Intent Keywords

Instead of chasing traffic, begin with keywords aligned to commercial intent. These terms get your content in front of users who are ready to buy, speeding up your ROI.

Feature Real Experts

Whether it's your in-house underwriters or third-party specialists, involve people who know the subject deeply. Their insights make your content stand out and earn trust.

Don’t Ignore Review Platforms

Potential customers often validate a provider’s trustworthiness on third-party review sites like Trustpilot or Google Reviews. Ensure your presence there is active, accurate, and positive.

Diversify Your Content Formats

Written articles are just the beginning. Use videos, infographics, downloadable guides, and even webinars to cater to different learning preferences and increase engagement.

Tools to Supercharge Your Insurance Content Marketing

  • Ahrefs / SEMrush – Keyword research, competitor analysis, and SEO monitoring

  • HubSpot / Mailchimp – Email newsletters and audience segmentation

  • Canva – Easy visual content creation for social and blog posts

  • Riverside – For recording expert interviews, hosting webinars, and creating video content

  • Google Search Console, GA4, BigQuery – To track search performance, engagement, and conversion metrics

FAQs You Can Add (With Answers)

Why is content marketing important for insurance companies?

It helps attract and convert users doing online research—especially since insurance is often purchased after self-guided learning. Content builds trust, explains policies, and addresses customer concerns in a scalable way.

What types of keywords should insurers target first?

Start with bottom-of-funnel, buying-intent keywords like “best home insurance for landlords” or “UK travel insurance for seniors.” These attract users ready to convert.

How can insurance brands build trust through content?

Use expert-written articles, include bylines, and publish transparent, educational content that answers real customer questions without sales fluff.

What role do review sites play in insurance marketing?

They offer social proof. Positive reviews on Trustpilot, Feefo, or Google Reviews often sway buying decisions. Embedding them within your content or linking to them reinforces credibility.

Should insurance companies invest in video content?

Yes. Videos make complex topics easier to digest and help humanise your brand—especially helpful in an industry many find confusing or impersonal.