“Content Marketing” is a buzzword you may have seen floating around. Simply speaking, it’s a marketing method that’s sort of anti-marketing. It’s designed to offer information of value to your audience—education and tips that could come in the form of blog posts and articles, e-books, webinars, podcasts, social media posts, or white papers—without a sales pitch.
There are many different ways to do content marketing, and which one you choose depends on a lot of factors—including the type of information you’re looking to share and what type of format your audience prefers.
One of the first rules of content marketing is that it’s not about marketing—or sales. It’s about educating the audience, showcasing expertise, and building trust. This type of marketing is particularly useful for wholesale insurance brokers. If you’re not doing content marketing for your wholesale practice, here are a few reasons why you should.
Because it builds your brand. What separates you from your competitors? Can you answer that question succinctly—and does your online presence make it obvious? Your content marketing strategy is just one more way to demonstrate what makes you different—whether that’s a specialized area of insurance expertise, connections to a broad array of markets, or another unique quality. Content marketing offers an opportunity to educate your audience on insurance matters, but also to inform them indirectly about what sets you apart.
Because it helps you showcase your expertise. Wholesale insurance brokers differentiate themselves by the specialized insurance expertise they offer. You can advertise what makes you different from your competition by publishing content that helps you educate the insurance agents you work with—in the form of white papers, articles, webinars, and more.
Because it’s good for SEO. The more good content you have on your website, the more the search engines will notice you. Visitors will find your content and link to it, and that will improve your standing in the search results as well. Writing and publishing content on your own can help your SEO (search engine optimization), but it’s also worth it to hire a professional to do keyword research and build out a content strategy based on what people in your industry are searching for.
Because it puts you in front of insurance agents. The more your content is shared—and the more your website shows up in search results—the more likely you are to attract the type of insurance agents you want to work with. It can take time to get rolling, but a good content marketing strategy is an excellent way to get business to come to you
Wholesale insurance brokers stand to benefit greatly from a strong content marketing strategy. You can start with a blog that’s updated regularly, microblog on twitter, film monthly podcasts with valuable tips, or write a white paper and promote it on your social media space. Try different methods, and bear in mind that the more ways you develop content, the easier it will be to broaden your audience.