Insurance content marketing is asomewhat all inclusive term, as it impacts so many aspects ofan insurance marketing plan. From social media marketing toinsurance websites to blogging, insurance e-mail marketing andarticle publishing, insurance agents and brokers want to utilizehigh impact and highly relevant content.

Consider these simple tips to help your agency follow bestpractices when it comes to content marketing.

1. Begin with something interesting, newsworthy oreducational

Write about PPACA updates, new CSA rulings, final rule on EDL, OSHAupdates, the biggest cyber breaches of the year, etc.

2. Write concisely and clearly

If you’re targeting commercial or benefits markets, write in aconcise and business oriented style. Use bullets when possible andget to the point quickly!

3. Identify your audience

Write to and about your audience. What are they most concernedwith? What is impacting them or will impact them in the nearfuture? What information is needed and wanted? Make the contentspeak to them.

4. Touch your audience emotionally

Fines, penalties, sweeping industry changes, innovations andregulatory updates are most likely to reach your audience on anemotional level.

5. Leverage your experience and expertise

Share information in such a way as to convey your industryexpertise, without “selling.” Demonstrate that you are in tune withboth your industry and theirs, to elevate the digitalconversation and help establish your on-line rapport.

6. Vary content with video and images

Use images, video, recorded webinars,infographics and other rich content collateral to reach a largeraudience. People learn in different ways, don’t make your contentpure text.

Compelling and consistent digital content helps agencies,brokers and wholesalers achieve their insurance agency marketinggoals.

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