Adding features and freshness without adding dollars

One of the biggest struggles an agency can have with their Web site is keeping the content fresh or making the site look like it is continually being updated. For those of you who suffer with this, you might want to consider syndication.

No, syndication is not reruns of Mayberry RFD or Cheers, but a service that would provide your site with its own up-to-date news, services and features that could help your site stay fresh and let you worry about the agency-centric material necessary for the site and to promote business.

And of course, low or no cost would be even better.

Sound intriguing? Then take a look at iSyndicate at www.isyndicate.com. iSyndicate is what is called a “content marketplace” or a “content syndication service” that collects and distributes all types of information and material. They gather copy, audio, video and even applications from almost 1,000 sites and redistribute it to more than 230,000 sites. We are talking about a wide range—from CNBC’s news to fun and games at the Cartoon Bank. And for those of you who read last issue’s column, even advice from Web site usability gurus.

However, it’s not just news stories. There are countless applications, services and interactive features. Heck (and I know this will open your eyes a little bit), you can even put a free InsWeb box on your site so visitors can get a free insurance quote.

How it works
It doesn’t take much to make use of iSyndicate’s services. All you need to do is go through a quick process of setting up a free account. Once you’ve registered and logged in, you can choose the kinds of news and other content you want.

Once you’ve decided on what it is you need and want, then it’s just a matter of cutting and pasting some code. Whether you have selected certain news feeds or you are adding a search box for weather, you will need to take the code they generate for you and add it to your site.

Even if you know very little about coding, you’ll see in the first line of all the code the word “JavaScript.” As the page from your site is being served up on a visitor’s CPU, the JavaScript sends out to iSyndicate for your personal laundry list of content and updates (if needed) and places the content, boxes or mini-applications on the page. This way, you do not have to update or provide it yourself.

No matter how much or little you use iSyndicate, you’ll still need to make sure the page lays out like it is supposed to. If a browser has JavaScript turned off, then there may be some problems. Older browsers may also face this, so you need to get a feel for how your audience visits your site.

How it should be used
The key is that iSyndicate is just another tool to help your site. It shouldn’t replace your site’s own information. It’s important to realize that people don’t come to your site for the latest news—that’s what online newspapers and portal sites are for. They are coming for a specific business or fact-finding purpose. You need to make sure that you balance your own material with that of iSyndicate’s.

People want to feel secure that you know what you are selling and know the markets you operate in. For example, I do some work with a radio talk show that addresses different issues of technology every week. On their new site, they wanted listeners to feel like the show is always on the pulse of technology. A quick and easy way to do this was iSyndicate’s technology news feeds. While the show archives, show information and RealAudio feeds are the main point of the site, the news adds a greater note of credibility.

So look at your markets, clientele and products and see what might work. If you only sell homeowners insurance, then consider homeowner news, a search box on mortgage rates, or a financial calculator application. This way you are providing your prospects and customers with greater service, without spending all of the manpower to keep it updated.

In the same way you use their services to build credibility and increase customer service on your site, so are other non-insurance sites. Now car dealership sites can have an active application from InsWeb so new car buyers can get an insurance quote. Banks can pipe in the latest insurance news for their customers from Insure.com.

Take a look at your site, its needs, and whether or not you struggle with keeping it fresh. Then take a look at iSyndicate.

Technocracy is a regular column designed to examine and explain new technology and how it applies to the insurance industry. Readers are encouraged to e-mail questions or comments to John Chivvis at ijwest@insurancejournal.com.