Insurance companies are nailing content.

This sector is rarely wanted or popular. Often, its clients deal with them because they have to or it’s too much of a risk not to. However, insurance broker Simply Business reached first place in search engine results pages for product-related terms. How did they do it? They devised a new content strategy.

They didn’t bore people with their own products but instead became a small business champion – helping their existing and prospective clients with solutions to their everyday problems. Their guides gained social traction with an uplift in their followers of 30% and a 25% increase in website traffic.

While they weren’t shouting about their own services, they obviously achieved greater visibility. And it lasts – because current clients who saw Simply Business’s guides were 30% more likely to renew their policies compared to clients who hadn’t.

Is your industry up next?