The Content Marketing Guide for Insurance Agents & Brokers


The Content Marketing Guide for Insurance Agents & Brokers

Every insurance agency or brokerage should leverage the power of content marketing.

By now, you’ve no doubt encountered some of the impressive statistics telling you how effective content marketing is, or why content marketing is such a necessary part of a modern marketing strategy. It costs 62% less than traditional marketing. It makes you a lot easier to find online. It generates 3 times as many leads. The list goes on.

Creating good content to promote your business might seem intimidating if you’ve never done it before, but for independent insurance agents & brokers, it’s a lot easier than you might think.

Creating good content is about being helpful.

After all, isn’t being a helpful resource exactly what separates the independent insurance channel from ‘the other guys’? This should be right up your alley!

For example, let’s take a look at what content marketing expert Ryan Hanley said in his discussion with Michael Jans on the Connected Insurance Podcast.

“January 2nd of 2012, I just started answering questions. So, I would hold my phone up might be a five megapixel, non-HD, android pro, its a terrible phone. I would hold it up in my hand and I say, ‘Hello my name is Ryan Hanley, I work through the Murray group Insurance Services, I’m an insurance producer. Licensed agent and today I’m going to answer the question, what is New York City short term disability?’ A short-term disability is a mandatory coverage blah blah blah blah blah.”

Good content doesn’t need to be perfect

Essentially, what Ryan did was give out information people wanted, just using a phone, his knowledge of the insurance industry, and YouTube. Every insurance agent or broker has those resources. Ryan even goes on to describe how just one of those videos has led to over $100,000 in revenue.

It all comes down to this: Find out what your audience wants to know, and prove that you’re a valuable resource that can meet their needs.

It can be in the form of a cheaply produced video posted on YouTube, a blog article you write on your company website that offers helpful information, or even a Facebook post that answers someone’s query. Good content doesn’t need to be flashy or fancy; but if it’s going to do you any good, it needs to exist!

Don’t worry about creating the perfect piece of content. Just create. The more you put out there, the better you’ll be at creating helpful content for the insurance consumers you want, and the more they’ll see you as a trustworthy and helpful resource for all things insurance.

You don’t have to do it alone

So maybe you’re schedule is too tight for you to create enough articles and videos to fuel the content marketing strategy you want. That’s okay, because you don’t have to be the sole source for everything you post.

Not only are you in an agency or brokerage full of people that know everything about insurance, the world is full of people that benefit from getting the extra coverage you can offer. If you see an article that you found helpful, or a news story that could affect the coverage of the people you serve, get permission to link to it or quote it on your website, and take an opportunity to quickly add some of your own perspective. Sometimes the carriers you work with will have great resources you can share. Maybe you can get a testimonial from a happy customer that you’ve recently been able to help?

And of course, Agency Revolution offers writing services, design services, and we can even make you a website that’s supported by a pre-built content library that is constantly getting refreshed with new articles, videos, infographics, and more.

Your agency or brokerage doesn’t need a new marketing team for a great content marketing strategy

Remember, it all comes down to showing the insurance consumers you want, that you are a trustworthy and helpful resource for their insurance needs. You are already an insurance knowledge-base. Find out what your audience wants to know, and find as many ways as possible to teach them what they want to learn!