Content marketing is crucial for the insurance industry. The need for this vital element of marketing strategy applies to most businesses, but especially to expertise-based ones.
The past few years have brought many changes, some positive and some more difficult, to the insurance industry as a whole. Here are some tips for crafting impactful content marketing strategies in the coming year that will help you showcase your expertise to the agents you want 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’re able to break down how various current events affect coverage, you’ll be an invaluable resource – not just for end customers who might be looking for coverage, but for insurance agents who work with them who might have need to explain these things to their clients. Giving them an informative and easy-to-explain perspective on these complex issues can be invaluable.
2. Update previous content
Take a look at your content history and identify the items and topics that have garnered the most attention. How long have you been releasing your best performing pieces? Could any of them use an update?
Updating a piece of content that initially gained popularity can be a great shortcut to generating something new and grabbing attention. You already know your audience is interested in this topic and you won’t have to research something new from scratch – you can just update what’s already there.
3. Go out on a branch
As times become more uncertain, people want a sense of stability. They want to feel like they understand what is likely to happen next.
Assess what you know about market trends and current events, and make predictions for new developments. Sure, some of your predictions may turn out to be wrong, but no one expects anyone to be able to see the future perfectly. If your review includes an insightful analysis of current insurance trends, you’ll still establish your credibility.
And when you do it right, you can establish yourself as a thought leader.
There’s no way to tell how the coming year will turn out. But if you can offer a sense of stability, deconstruct current news and events in an insightful way, and update things you already know are effective, you should be able to generate a lot of high-impact content at the course of the coming year.
Brad Nevins is co-CEO of Direct Connection Advertising & Marketing and has over 35 years of experience in the property and casualty insurance industry. He can be reached at [email protected] or (707) 759 5391.
This article originally appeared on Direct Connection Advertising and Marketing blog and is reproduced here with permission.
The opinions expressed here are those of the author.