Developing an impactful insurance content-marketing strategies

Content marketing is crucial for the insurance industry. The need for this vital component of marketing strategy applies to most businesses – but especially those based on expertise.

The past few years have brought a lot of changes, some good and some more challenging, to the insurance industry as a whole. Here are some tips for coming up with impactful content marketing strategies in the coming year that will help showcase your expertise to the agents you aim to work with.

1. Keep your finger on the pulse of the industry

State and federal regulations change periodically in ways that can profoundly affect the insurance industry. And changing trends in the economy, natural disasters, war, pandemics and other current events can upend insurance as we know it.

If you are able to break down how various current events affect coverage, you’ll be an invaluable resource — not just for end clients who might be seeking coverage, but for insurance agents who work with them and who might need to explain these things to their clients. Giving them an informative, easy-to-explain perspective on these complex issues can be invaluable.

2. Update previous content

Take a look at your content history and identify which pieces and topics gained the most traction. How long ago did you publish your most high-performing pieces? Could any of them use an update?

Updating a piece of content that gained a lot of traction initially can be a great shortcut to generating something new and attention-getting. You already know that your audience is interested in this topic, and you won’t have to research something new from scratch — you can simply update what’s already there.

3. Go out on a limb

As times get more uncertain, people want a sense of stability. They want to feel like they have an understanding of what will likely happen next.

Assess what you know about market trends and current events, and make some predictions for new developments. Sure, some of your predictions may wind up being wrong — but nobody expects anyone to be able to perfectly see the future. If your assessment includes an insightful analysis of current insurance trends, you’ll still establish credibility.

And when you get things right, you can establish yourself as a thought leader.

There’s no way to tell how the coming year will unfold. But if you can offer a sense of stability, deconstruct the news and current events in an insightful way, and update pieces you already know are effective, then you should be able to generate a lot of high-impact content in the coming year.

Brad Nevins is co-CEO of Direct Connection Advertising & Marketing and has more than 35 years in the property & casualty insurance industry. He can be reached at brad@directconnectionusa.com or (707) 759 5391.

This article originally appear on Direct Connection Advertising & Marketing blog and is reprinted here with permission.

Opinions expressed here are the author’s own.

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