According to the Content Marketing Institute, content marketing is one of the best methods for online promotion. It gets three times the results of paid search and outbound marketing and costs approximately 62% less.
Wholesale insurance is particularly suited to content marketing because it’s a business where
brokers thrive on their expert reputations, and where agents turn to brokers for their biggest
insurance challenges. With content marketing, you position yourself as an expert by sharing a
little of your knowledge and building trust among your target market.
There are many different ways to do content, and choosing the right mix can take some
experimentation. Here are some of your options.
Perhaps the most common content platform for a lot of businesses—and the place for you to
center your strategy. Business blogging has the benefit of helping your search engine ranking
and driving traffic to your site.
An in-depth look at a highly technical topic, these do particularly well in B2B settings such as
wholesale insurance. White papers are often used as “gated content,” or content that people
have to give you an email address or other information to get. This is a great way of gathering
There aren’t a lot of insurance podcasts out there—the Risk Management and Insurance
podcast is one of the few—which means this field is wide open. A podcast dedicated to the
industry’s thorniest insurance challenges would likely be a fascinating subject for agents and
even potentially laypeople—depending on how good you are at breaking down complex
concepts and keeping it interesting. This is a great way to build thought leadership credibility,
drive SEO, and generate an audience.
Social media can and should be part of your content marketing strategy. From microblogging on
Twitter to Instagram stories or posting your articles on LinkedIn, you can use social media to
both drive your strategy and amplify it.
Video gives you another medium to reach your audience—via YouTube, social media, and your
own website. Your options are varied, from short informational videos covering simpler topics
to in-depth webinars designed to work at different phases of your sales cycle. One great thing
about video is that it introduces you “in person” to agents, and can make you seem more
A strong email marketing strategy is the backbone of content marketing. Email drip
campaigns work great further down the sales funnel, and newsletter content can help you build
a reliable list of qualified leads.
Many people find that several different types of content marketing work best in tandem to
deliver results—and it’s just a matter of figuring out which methods work best, and which you
can sustain. With some experimentation, you should be able to design a content strategy that
works for you and your prospects.