The coronavirus has had a devastating impact on everyone’s lives. We’re now living in an unusual time where everyone in your audience likely has at least one thing in common: they’re all feeling the effects of COVID, one way or another.
That means there’s an opportunity for you to speak to everyone in your demographic by discussing COVID-related issues, especially as they apply to the types of insurance you sell.
Content marketing is becoming more and more prevalent—with 69% of B2B marketers having an established content marketing strategy in 2020 according to a SmartInsight survey.
Here are a few questions to answer when developing your own COVID-related content strategy.
What is Your Goal?
Do you want to educate the agents you work with? Establish ongoing trust and cement your position as a thought leader in this area? Engage your audience in interesting new ways? Take their minds off COVID for a little while?
It’s fine to have more than one goal—but whatever your goals are, they will shape the type of content you produce. Take some time to make a list of all the outcomes you’d like to see with this new content strategy.
How Does COVID Affect the Insurance Agents You Work With?
There’s no question that COVID-19 has had and will continue to have a massive impact on the insurance industry. And that impact will change depending on new developments regarding the disease and new laws passed by Congress.
Consider what new problems and uncertainties your agents and their customers are experiencing right now, and make a list of topics that address those issues.
How Time-Sensitive Should Your Content Be?
Content marketing can be either “evergreen”—or applicable and relevant no matter the time—or extremely tied to one particular time and event. By nature, COVID-19 content is likely to be the latter; at least, we hope so.
However, producing evergreen content can be more time-efficient and effective in the long run, and you don’t want to lose sight of that as well. Consider a balance between posts that will be relevant no matter the time period, and those that address your audience’s more immediate needs and concerns.
This is an unusual time in history when everyone is united in worrying about one thing—although not everyone is affected to the same degree, or in the same way. Consider how you can use your content marketing to address your prospects’ most immediate concerns, without losing sight of your long-term content strategy. If you can do that, chances are you’ll see positive results from your content, both in the short-term and beyond.
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