Content is king for insurance agents

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How insurance agents can create valuable online content

Independent insurance agents are using digital marketing more than ever to attract, engage, and retain clients. Insurance is a competitive market and agents can use a specific area of digital marketing to captivate present and potential customers. We are talking about content marketing. Content marketing a type of marketing using created and shared online content intended to stimulate interest in products and services. This includes blogs, videos, social media posts, or any online content that adds value for customers. With a strong content marketing plan, independent agents can reap the rewards of this cost-effective marketing strategy. A few stats below show how valuable content marketing can be.

The power of content marketing:

  • 60% of consumers enjoy reading relevant content from brands
  • Per dollar spent, content marketing generates three times as many leads as traditional marketing
  • Content marketing costs 62% less than traditional marketing
  • 82% of consumers feel more positive about a company after reading custom content

Creating and sharing content can seem like a daunting task, however with a plan in place agents can reap the rewards of content marketing in no time.

What topics should agents focus on?

It’s all about value. How can you add value to your customers lives through online content? This is a central question to any agent’s content marketing strategy. One of the greatest ways insurance agents can do this is by simplifying insurance for customers. Simply answering questions on insurance topics you hear every day can add tremendous value to your target audiences. For example, in the weeks after Hurricane Harvey agents saw an increase in customers asking about flood insurance coverage. Since a need is visible in the market, agents can tailor valuable content to inform customers all about flood insurance.

This helps customers gain important  information needed to plan when it comes to protecting their property. Listening to customers’ frequently asked questions can provide a great pipeline content to focus on. This will not only engage online customers, but also show you are an expert in your field, which customers value heavily these days.

Other ways agents can provide value through content are to share tips and information to lead better lives. From tips on decreasing anxiety through meditation to housekeeping tips on lowering risks of electrical fires add value to your content marketing by educating others on subject matter directly related to insurance products.

Listening is key to producing great content, knowing customer pains and needs will allow creative content to almost write itself. Value-add content is the name of the game for insurance agents.

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How can agents create valuable content?

Where do you start? Easy, start by looking at your customers. From here just reverse engineer your online content to address the challenges and needs of your customers. Here are a few specific areas to focus on to ensure you are writing valuable content which will increase your brand and bottom line.

Target Your Audience’s Needs

Not all insurance customers are created equal. Philosophy aside, content becomes valuable to customers when it addresses certain challenges they face. Targeting your audiences with specific content to educate and inform on insurance topics goes a long way in driving leads. For example, for older clients you may create content on tips to save for retirement or current updates on Medicaid/Medicare programs. This targeted, valuable content displays expertise and drives prospective customers towards your brand.

Be Authentic

Be honest, not fake. This one is simple but also very important. A 2017 Consumer Content Report found that 86% of people say authenticity is important when deciding what brands they like and support. This data says it all, creating original content goes a long way in engaging online audiences. Create is the keyword, simply sharing others’ content does not build credibility with online audiences, they can find the same information somewhere else. However, creating original content engages customer bases, increasing online credibility and showing you are an expert in your field. The content in no way has to be perfect, creating quality content is hard. But getting original content out there is key to displaying your authenticity and what sets your agency apart from others. Share less, create more.


No fluff, please. Content just thrown around without a clear strategy does nothing to help the credibility of insurance agents. Quality content that addresses specific customer needs or answers popular insurance questions add value to their online audiences. It is that simple. A Nielsen research study found 85% of consumers regularly or occasionally seek out trusted expert content – credible, third-party articles & reviews – when considering a purchase. Expertise builds trust.

Customers like doing business with people they can trust. This is even more important in insurance as the industry can have negative perceptions from customers that must be overcome to gain their business. If you do not have the time or resources to create quality content targeting different audiences, look to freelance writers that can help you churn out good content. Social media help is everywhere, even your kids or family can help with creating engaging social media content. Be an expert, build trust, and watch the customers come to you.


You now have actionable steps to create an effective content marketing strategy. Content is king these days as the data above has shown. Engaging customers online is becoming more important than ever. Creating authentic content is a proven way to show your expertise, build credibility, and increase your brand’s value. Take your insurance agency to the next level with a solid content marketing strategy, providing value your customers will cherish.

Related: Take Your Content Marketing To Another Level

Independent insurance agents use Agentero to boost their revenue, save time, and deliver a superior customer experience. We integrate with your current technology to modernize your operations and position you for growth. Check out our website to learn more.

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