Why insurance companies should create resource libraries for insurance websites

Your insurance company probably has a lot of valuable things to offer and probably wants to share at least some of these things with prospects and customers. If so, your agency should consider setting up an attractive resource library for the insurance agency website. Website resource libraries represent a great opportunity for businesses, providing a cost-effective information sharing platform that can attract potential customers and improve customer retention.

What is a website resource library?

Think of an insurance company’s resource library as a content hub, consisting of documents, templates, links to resources, digital resources, FAQs, marketing materials, and other important information. The purpose of this insurance content hub is to improve information sharing with employees, customers and prospects.

Types of content used

There are hundreds of content types that can be provided in an insurance company resource library, ranging from best practice recommendations to marketing collateral. Let’s take a look at some of the more traditional types of content an insurance company can offer in their library. These include, but are not limited to:

  • Best Practices (risk, loss prevention, healthcare compliance, etc.)

  • Blog posts

  • Case Studies

  • Claim forms

  • Educational articles

  • Frequently Asked Questions

  • Important website links

  • infographics

  • Insurance forms

  • News

  • Product brochures

  • Regulatory updates

  • Social Media Profiles (and Groups)

  • Videos and recorded webinars

These are just some of the types of content that can be shared with employees, customers and prospects. A library of resources on the website allows insurance companies and brokers to decide what content to share, and helps them organize how they want to share this content.

Improve your content organization

Resource libraries help agencies better organize all of their content. In some ways it works as a coercive function. Creating a central repository makes it faster and easier for employees to find and add content because they know where to find the content, while making it easier to add or post content. Instead of searching through server directories or visiting multiple pages on your website (assuming the content they need has already been posted), employees can quickly find everything in one easy-to-search digital place. For customer-specific content, or content that contains some of your “secret sauce”, you can require a password for those specific files, or split your library between prospect (for general content) and customer-accessible content.

Benefits of a resource library

  • This allows the agency to show its expertise

  • Can be used to expand your brand

  • Find, search and access information more easily

  • Helps producers access and share your marketing collateral

  • Improved website stickiness

  • It can help you grow your opt-in email list

  • Makes it easy to share information on social media

  • Motivates office workers to produce more quality content​

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If your agency hasn’t yet created a resource library for insurance websites, consider adding this initiative to next year’s marketing plan. Those agencies that do not have the internal resources to create this library may want to consider outsourcing this initiative to a competent insurance agent marketing agency.