By: Laura Hart, President at Florian Insurance, Inc.

When you think of a press release, what comes to mind? Do you conjure up flashy images of the media, press and major headline news? If so, you’re still stuck in the mindset of traditional PR and traditional marketing. A modern, optimized press release is different from press releases of the past. Rather than strive for major media coverage and placement in every mainstream newspaper imaginable, SEO-specific press releases help your agency gain a different sense of visibility – visibility within the search engines.

Like a traditional press release, optimized PR content normally focuses around some sort of agency announcements, including an event or update concerning the community, agency, or both. These announcements are an enormous help because not only do they make people aware of your agency, but they also become aware of community events which can potentially lead to partnerships between you and other local organizations. Where the difference lies however, is in the keywords. In an SEO press release, you have the ability to include your agency’s keywords while also controlling where they are linked to and the content surrounding the terms. Having the ability to fully control your message and the way in which your keywords are presented is a benefit you won’t receive from traditional PR.

So what exactly goes into writing a press release? How do you know what topic to cover? That’s the easy part—it’s all about providing value to your clients and potential consumers.

If your agency has an announcement to make such as the launching of a new website, blog, or social media account, writing a press release will always come in handy. It’s a surefire way to get potential customers to learn a thing or two about your agency. Press releases allow you to be more creative than you normally would on the “About me” section of your website.

Announcing local community events is also a smart way to build a fan and customer base. By announcing local events like charity golf tournament or local concerts you are supplying your customer base with information they may not have found otherwise. By spreading awareness of local events, you also have the opportunity to come in to contact with other businesses and organizations in which you can potentially form symbiotic relationships. If your agency is participating in a local event, you can attract potential customers to make appearances which will give you an opportunity to talk with them personally.

Providing updates on various products and services you offer, as well as any news regarding particular coverages, is another way that a press release provides marketing value to your agency. Showcasing your insurance expertise and knowledge on coverage topics and legislation is an easy way to portray to potential consumers that your agency is a true insurance leader. Whether your create a press release that provides tips for securing FL flood insurance or update your community on local regulations and laws that may affect their auto insurance – you are gain providing extended value to the reader, while also branding yourself and your agency as a knowledgeable insurance resource.

A press release is a simple and effective way to generate interest and buzz in your agency. Writing them on a weekly or bi-weekly basis will bring awareness to your agency as well as help increase traction for your chosen keywords. Remember to be creative, timely, and succinct for the best results as well as providing your agency logo and an appealing headline to draw in readers!