In my last post, I tried to clarify the differences between the traditional news release and what you might refer to as the SEO insurance agency news release.
If you take the SEO route, you are foregoing the traditional Tier-1 distribution that reaches journalists. Journalists are not going to be surfing the web for your insurance agency news release. That’s the downside of relying only on an SEO news release. On the other hand, you won’t be paying at least $400 for your news release.
What you get with an SEO insurance agency news release, if you’ve written your copy with a good keyword strategy, are links to your website so people can find it easily on the search engines. And this may be all you really want from your news release.
It may also be useful to think of your insurance agency news releases as a way of blogging about your agency. First, to be effective, just as a blogger should post content regularly, you should issue news releases regularly — at least four to six time per year, and even more frequently if you can.
Second, to get more mileage out of your SEO news releases, post them on your website. In fact, a good way to organize press releases on your website if you don’t already have a blog is to install a blog plug-in and post your news releases to it. Blog platforms are designed to be very search engine-friendly and -compliant.
Third, thinking of your news release as a blog might help you be more creative with your ideas about news release subjects. This way you don’t need to worry about trying to meet the standards of what the general media might think is newsworthy. Even your local business editor may not care that you now offer a special insurance program for tattoo parlors, but it’s certainly something worth writing an agency news release about to get on the Internet, where tattoo parlor owners who need insurance will see it.
Here are some ideas to write about for insurance agency news releases:
- Promotions or hirings
- Opening new branches or moving locations
- New products, coverages or company appointments
- Formation of new departments, such as risk management, voluntary benefits, compliance and financial planning
- Mergers and acquisitions
- Enter new partnerships or business arrangements
- A major company anniversary
- Significant contributions to the community
- Seminar announcements
- Receiving awards and distinctions
- Employee awards and educational achievements
One final word about the SEO insurance agency new release: Search engine traffic isn’t the only benefit. Don’t forget social media. This is where your agency’s fan page on Facebook and the LinkedIn memberships and Twitter accounts that you and your colleagues have really pay off, especially if you’ve been actively building your social site community involvement. Don’t be shy about posting your news releases to these sites.