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Content Marketing Ideas for Insurance Brokers
Content marketing can be tricky.
In the midst of running an insurance brokerage and servicing clients, now you are being asked to produce great content on a frequent basis. Content marketing as an Insurance Broker can be tricky. But it doesn't have to be such hard work. Below are some tips and tricks on where to start, how to get traction and produce great content relatively quickly. The key here is that you DO have interesting stories to share, sometimes you just need a framework to help you get them out.
Start small - but start!
Starting can be tricky. So why not take 5-10 mins, just once, to spend thinking and jotting down some ideas around content marketing. Find a different space in your office, go to that cafe or sit outside. Just find somewhere and jot down what ideas come out. Don't put pressure on yourself for them to be world-changing earth-shattering, but maybe aim for 5 ideas or topics you believe you could share about.
Aim for 5 ideas or topics you believe you could share something about. Here is an example of a list I wrote.
- When to review insurance policies
- A customer process for claims time
- How to reduce your premium
- Case Study
- How to read a PDS
Note: I like to use Evernote to capture ideas on the run and check my list when I sit down to write
Ok, so you have taken a first step - Well done!
Take your five ideas, leave them a week, then revisit. You've already taken a step. That is great. Now you have something to work from.
Find a Format
Now, take your list with your 5 ideas and in 5 mins connect each idea to a format that might work for delivering or communicating it.
Find a format that will convey the message and engage your audience. These are the formats I thought suited an idea in my list.
Cyber Liability Insurance is designed to help protect you from claims and support your profitability in the event of a cyber breach or attack.
Public Liability insurance is there to provide protection if someone makes a claim against the insured, the business or its employees.
A business insurance pack can provide cover for your business premises and contents, against loss, damage, theft or financial loss from an insured interruption to the business.
10 Formats that Work
- Top 10 list - short and punchy and easy to digest
- Detailed story - strong opening, relatable depth, clear conclusion
- Facts - quote and reference other sources
- Video - fast and authentic or more polished, either way, video content is quick to digest and rapidly becoming a key communication tool.
- Infographic - people typically remember and recall an image rather than text
- Workflow - break down the steps taken or the situation that unfolded, again, imagery or colour coding can be helpful
- Checklist
- Longer form e-book / white paper - these can take longer to produce and need to add real depth to a wide problem to be effective
- Templates - Provide the template to your customers to make their lives easy
- Interviews - written or video or podcasts - all work well.
How do I measure success of content marketing?
Measuring the effectiveness of content marketing is a challenge. It is like measuring the impact of one run on a journey to overall fitness, some times you'll produce a PB and other days it will simply be an incremental addition that over time adds depth, maintains consistency and builds over time.
So how do you measure success with content marketing? Yes, getting views and likes and shares is important. Yet we know that it takes time.
1. Seek feedback from people who see it. Ask them one thing they liked and one thing you could improve. However hard or harsh, thank them for their feedback.
2. Measure impact; track the likes, shares, claps, hearts, views, clicks, downloads, sign-ups that occur. You can do that relatively easily with Google Analytics if you need some assistance, please reach out, we can help provide some guidance.
Examples of Content Marketing For Insurance Brokers
Here are three different types of content marketing that Advisr has published recently.
Webinar and Real FAQs: Using our expertise to engage brokers in a webinar about how Customers Search for an Insurance Broker, then creating a post out of all the questions that were asked in the webinar.
Digital Marketing FAQ
Digital Marketing FAQ
Industry Interview : Our Meet a Broker series is always well received as brokers enjoy reading about and learning from their peers. This article is an interview with Aimee Henderson of Grace Insurance.
Meet a Broker: Aimee Henderson, Grace Insurance
Meet a Broker: Aimee Henderson, Grace Insurance
Industry Event Wrap Up: Advisr headed to Singapore for InsurTech Connect Asia 2022. We wanted to share the cutting edge learnings relevant to brokers.
5 Future Insights for Advisers from InsurTech Connect Asia 2022
5 Future Insights for Advisers from InsurTech Connect Asia 2022
Start Small - But Start!
Ok, enough reading about Content Marketing Ideas for Insurance Brokers. Now it is over you to get cracking. Put the 5-10 minutes in your diary now and start small, but start!
If you want to talk about how to market your brokerage, please reach out to Andy. We'd love to hear what you are trying, support where we can and enable you to reach your goals.
If you want to talk about how to market your brokerage, please reach out to Andy. We'd love to hear what you are trying, support where we can and enable you to reach your goals.
General Advice Warning: This advice is general and does not take into account your objectives, financial situation or needs. You should consider whether the advice is appropriate for you and your personal circumstances. Before you make any decision about whether to acquire a certain product, you should obtain and read the relevant product disclosure statement.
All information above has been provided by the author.
All information above has been provided by the author.
Andy Jamieson, ABN 17 613 588 266
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