Content Marketing for Insurance Agents: The Content Calendar

Content marketing for insurance agents should be focused on providing valuable content that engages an audience. When you design a content marketing strategy, your goal is to share content that solves problems, builds trust, and creates strong relationships. As your prospects move through the sales funnel from brand awareness to making a purchase, they need content personalized for their specific stage of the customer journey. Content such as videos, articles, infographics, and blog posts, can easily address their questions and concerns at a particular stage, enticing them to continue their journey to the next stage, and, ultimately, convert. When you invest in a marketing platform like Attract™, you’ll find valuable resources for filling a content marketing calendar with content that engages your audience and builds your brand. 

Why are content calendars so critical for insurance agency marketing strategies?

An insurance content calendar is a document that aligns your content distribution with your audience’s needs at a specific time. Your content calendar is a blueprint that tells you what, when, and where you should post. It helps you identify the content you need to develop, how much you’ll need, and what format you should use. 

Everyone involved can quickly see a week, month, or more of the content marketing strategy in action, keeping your strategy on target. This broad view ensures your content creates brand recognition, engagement, lead generation, and conversions. When you use a content calendar, you can be confident you are sending the right message, at the right time, to the right person.

Content Marketing for Insurance: Content Calendar Creation

Creating a content calendar for your agency doesn’t have to be complex — it doesn’t even have to be in calendar form. A list format, spreadsheet, or other layouts may work best for your agency. Your content calendar can cover a week, a month, or longer, and should include social media content, newsletters, blog posts, email content, and more. 

While you should create separate calendars for social media, email, and other channels, ensuring the information is easily accessible is critical. If you are an independent agent, being able to see the entire picture and the breakdown of different channels at a glance is key for keeping your marketing strategy on track. 

Start with a weekly calendar in the beginning so you learn the ropes. Once you get the hang of content calendar creation, you may find a month or even two months out gives you the best ROI. Keep in mind that the longer the time frame, the broader the scope, and the less often you have to work on your content calendar.  

So what do you put on your insurance content marketing calendar?

Remember your content marketing for insurance agents mantra: Solve problems, engage your audience, and build relationships. 

Solving problems with content that saves your audience time and money, with insurance or anything else, will always be welcome. Engaging your audience with insightful blog posts, videos, infographics, and other mediums will keep things fresh and interesting. Building relationships by sharing your expertise and insights will instill confidence and loyalty. 

Here are 10 content calendar ideas to get you started, keeping in mind that content marketing in insurance isn’t only about insurance.

1. Create a webinar to share your expertise in an email campaign.
2. Create a blog post on your website with an A-Z guide for insurance terminology.
3. Post a comprehensive checklist that prospects can use when comparing insurance plans.
4. Feature an employee with exemplary performance in your newsletter.
5. Post stories on social media about customers who had a happier ending because of your agency.
6. Share content about your community, your outreach or sponsorship programs, and other topics that have local appeal. 
7. Help your audience protect their investments with practical tips about car care on vacation, boat storage over the winter, home maintenance each season, and other important information.
8. Post content about beneficial technology for homeowners like smart thermostats, doorbell cameras, and other helpful gadgets.
9. Share content about customers’ important life events such as promotions, retirement, and anniversaries.
10. Post stories from your referral campaign, publicly thanking your most active referrers.

There should be no shortage of ideas because content marketing for insurance agents can be about your business, insurance-related topics, and just about anything else important to your audience. Your insurance agency marketing strategy is waiting — set up your content calendar and start creating content. Then let Agency Revolution help you get that content out there right on time with our automated marketing platform, Fuse™. Get your free demo and get ready to engage, automate, and grow!