This is a presentation I did for an insurance agency group, providing some of the basics of online marketing, content marketing and search engine optimization.

1. GETTING ONLINE.
GETTING NOTICED.
How to use inbound and content marketing to
make a difference marketing your insurance agency
online.

2. THERE IS ONE KEY
TO A SUCCESSFUL
PRESENTATION
@ScottABoren

3. “Expectation is the
Root of all heartache.”
~William Shakespeare
@ScottABoren

4. ONE
@ScottABoren

5. Who the heck is this guy?
5
• Director of Research and Development: Led team to design, develop and
implement new national auto insurance product, including credit model and
point-of-sale system.
• Director of Product Management: LedWest Region and managed P&L in excess
of $2.1B.
• Senior Product Manager: Managed the California Auto Insurance Market for the
leader in Direct Response auto insurance. Responsible for all P&L, product
design, performance, and revue growth. Was part of theWest Region leadership
team responsible for Quality of Sales, Services and Underwriting.
• Mid-WestZone Product Manager: Worked at esurance shortly after their initial
start-up. Was part of the team of product managers who implemented a new
product design and expansion into new states of opportunity. Managed their
growth in the Mid-West in excess of 20% annually.
• Product Manager: Worked up from ProductAnalyst to assume the role of
Product Manager of the state of California. At the time California represented
nearly half of the companies exposure and was a top 20 market share company in
the state, and a leader in the nonstandard auto market here in CA.
@ScottABoren

7. Chalene Johnson

8. @ScottABoren

9. Traditional Marketing is not Efficient
and is Losing it’s Effectiveness
… he who can shout the loudest and the most often wins!
@ScottABoren

10. Permission marketing is the
privilege (not the right) of delivering
anticipated, personal and relevant
messages to people who actually
want to get them.
It recognizes the new power of the
best consumers to ignore marketing.
It realizes that treating people with
respect is the best way to earn their
attention.
~ Seth Godin, Permission Marketing
@ScottABoren

11. Create an
Engine to
get and keep
Subscribers.

12. 1. OrganizeYour Business Like a Publisher
2. People want authenticity, not Corporate Speak
3. People want participation, not propaganda
4. Marketing is about delivering content at just the precise
moment your audience needs it
5. Marketers must shift their thinking away from mainstream
marketing to the masses .
6. The Internet has made public relations public again
7. Companies must drive people into the purchasing process with
[a publishing strategy] built around great online content.
8. Blogs, online video, e-books, news releases, and other forms of
online content let organizations communicate directly with
buyers in a form they appreciate.
9. Social networks allow people all over the world to share content
and connect with the people and companies they do business
with.
10. On the Web, the lines between marketing and PR have blurred.
@ScottABoren

13. MEDIA DRIVEN
CONTENT MARKETING
You need to be thinking media not
marketing!

14. @ScottABoren

15. 10 Key Elements to Successful Online
Marketing
1. PositioningYour Business
in the Mind of the
Consumer
2. Don’t Sell …Teach
3. Cornerstone Content
4. Headlines and Hooks
5. Win Friends and Influence
People
6. The money’s in the list
7. SEO matters
8. Web code that Google
likes
9. Web design makes the
site
10. Build and tend to your
tribe.
@ScottABoren

16. The inbound marketing process flow
@ScottABoren

17. What is Content Marketing?
Content marketing is a strategic marketing
approach focused on creating and
distributing valuable, relevant, and
consistent content to attract and retain a
clearly-defined audience — and, ultimately,
to drive profitable customer action.
@ScottABoren

18. What is old is new again!
John Deer
The Furrow Magazine
Since 1895 John Deer has been deliveringThe
Furrow magazine to solve the daily problems of
farmers.Today,The Furrow is the largest
circulated farming magazine in the world,
delivered to approximately 1.5 million farmers in
40 countries.
@ScottABoren

19. Content Marketing Maturity Model
Be
Found
Generate
Greatness
Trust
Meet
Demand Creates Demand
Differentiates
Creates
Evangelists
Create
Trust
Efficiency
Funnel
Content Aware Thought Leader Storyteller
@ScottABoren

20. I've seen an agent punch through a
concrete wall; men have emptied
entire clips at them and hit nothing
but air; yet, their strength, and their
speed, are still based in a world that is
built on rules. Because of that, they
will never be as strong, or as fast, as
you can be.
~Morpheus,The Matrix - 1999

21. DevelopYour
Personal Brand
TellYour Brand Story
Be authentic … be vulnerable
Use media to provide content
Create a clear call to action
Consistent Brand Presentation
Make is social

22. SEARCH ENGINE
OPTIMIZATION
Despite the attention it gets, SEO is not as
complicated as it sounds (at least the non-
technical stuff!)

25. Tools for on-page SEO
@ScottABoren

26. How do I get links
to my site?
• Create FREE valuable resources
• Use press releases
• Fill the “content marketing gap.”
• Create infographics on new or trending topics
• Monitor your competitors backlink sources
• Broken link building
• Interview owners of influential blogs
• Reproduce (update) old content
• Guest posting still has some value
• Create useful charts or tables
• Leave valuable comments on other blogs
@ScottABoren

27. ThankYou!
Follow me onTwitter:
@ScottABoren
Contact me:
scott@scottboren.com