No doubt you subscribe to a few insurance journals—like Insurance Business America, Risk & Insurance, Claims Magazine, or Insurance Age. But have you thought about writing and publishing an article in one of these journals?
Trade journals are often glad to have articles from established professionals sharing their perspective. Here are a few reasons wholesale insurance brokers should write for trade insurance journals.
Because your audience reads these journals. As a wholesale insurance broker, the people you want to reach are insurance agents within your areas of specialty. These are the people who subscribe to insurance trade journals.
There are few other outlets where you can be absolutely sure that the people you’re reaching are the type of audience you most want to work with.
Because it’s a great way to showcase your expertise. Writing an article about a pressing issue in your area of insurance—or even being quoted as an expert in someone else’s article—is a great way to demonstrate your thought leadership in this area of
In addition—unlike your company blog—the insurance trade journal provides an added layer of credibility. If you’ve been published in a trade journal, your expertise has been vetted by their editorial team and given the green light.
Readers know you’ve passed that test, and it can seriously boost your credibility.
Because informational articles attract more attention. Most people don’t do more than glance at the ads in a trade journal. But the articles are offering useful information—so your prospects will spend a lot more time reading and understanding what you’ve written.
By offering an expert perspective on an aspect of their industry that they need to know about, you can hold their attention for longer.
Trade journals are generally very stringent about only publishing articles without a self-promotion angle—your article needs to present expert, educational content only and should not be an advertorial. But even with that limit, you’ll still get significant
promotional benefits out of publishing.
Publishing in trade journals is a great way to showcase your expertise as a wholesale insurance broker, educate your audience, and—most importantly—reach the right audience of insurance agents. The stringent gatekeeping of trade insurance journals makes their stamp of approval highly valuable.
If you’re looking for novel ways to reach out to your audience and build your business, this is one worth considering.
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