Content could be anything designed to drive traffic, sales, signups or calls. It’s blogs, videos and social media posts all rolled into one. With 87% of B2B marketers using content to generate leads successfully, content must form the heart of any performance-driven insurance marketing strategy.

How you deploy content is what matters. Let’s dive into how insurance brokers can leverage content marketing.

Is content marketing important for insurance brokers?

Content is vital for everybody. Whilst a shop might focus on product demos and a charity might focus on human interest stories, insurance brokers focus on education. Insurance is confusing, and most people searching for policies are looking for answers.

Your content must provide these answers to:

Elevate your SEO
Drive leads
Increase customer engagement
Boost sales

But it’s not just about information. Content is a tunnel into your brand, and that’s the challenge. According to one study, 42% of UK marketing leaders said deploying brand as a strategy was their biggest challenge.

How content production differs for insurance brokers

Insurance is a booming industry in the UK, illustrating the need for quality insurers and brokers to serve this market. In fact, the insurance industry grew by 9.9% in 2023 alone, but standing out means producing content that also serves this market.

We’ve identified five pillars that separate insurance brokers from other industries:

Educational Focus – Insurance is often complex, meaning taking an educational focus is the key to engaging with this audience. Informative guides and simple videos can clear the confusion and help to win business.
Trust Building – Concentrate on content that builds trust through providing testimonials, case studies and content that provides answers in an authoritative tone. Display your expertise.
Personalisation – Most brokers serve different market segments. Whether that’s a young person searching for their first car insurance policy or a middle-aged couple looking to save money when they renew, brokers must tailor their content accordingly.
Visual Content – Simplify information through infographics and short, snappy videos. Take complex concepts and make them so comprehensible that anyone can understand them.
Emotional Appeal – Insurance isn’t the most exciting topic, so generating interest can be challenging. Overcome this issue by building real-life stories to create that connection and empathy with potential clients.

What can content marketing do for your online presence?

Content marketing doesn’t improve your online presence. It is your online presence. Without content, you only have a generic website and a brand name. Nobody will respond to a barrage of sales content.

Instead, content is there to:

Improve your ranking in Google SERPs
Segregate your brand from other brokerages
Enhance your authority as a broker.
Encourage your target audience that you are the best value broker for them
Promote your brand and then encourage others to tell their friends and family

Content will spell the difference between success and failure. It’s impossible to underpin how vital it is.

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Key considerations when creating content for your insurance agency

Building content doesn’t mean putting out the same generic content everyone has already done. Instead, it must be “purpose-driven.” In essence, every piece of content must have the following in mind:

What?
Who?
Why?

What?

What content are you creating? As part of your content strategy, split it into different categories, such as blogs, newsletters, videos, infographics and social media posts. You can also split them into platform-specific sub-categories. This enables you to cover all the bases.

Who?

Who are you targeting with that content? Insurance brokers should have their ideal customer personas built before doing anything. However, the chances are you have multiple personas that you’re targeting with different products or messages.

Define who that piece of content is targeting.

Why?

Why are you creating this content? You can look at this from two perspectives:

What do you want the customer to get out of it?
What action do you want to happen?

So, if you’re writing a blog on “How to get the lowest life insurance quote?” what you want the customer to get out of it is obvious. However, the action you want to push may be to call you, use your quoting engine, or sign up for your newsletter for further tips.

What matters is that each piece of content has a dual purpose for you to measure its success against.

How to provide valuable insurance-focused content

Producing content that resonates is a process. Countless types of insurance-focused content exist, including:

Insurance explainers
Quote calculators
Infographics
eBooks
Client testimonials
Videos

But if content isn’t produced with a purpose, its effect will be minimal. Let’s go into the process of creating insurance content.

Focusing on your specific audience means knowing who your audience is and transitioning into what they need. Avoid spending too much time on what features your insurance products have and more on the questions and concerns your audience might have.

Insurance is unique in that industry language is a barrier. Industry jargon creates confusion and causes people to switch off. Remember, you’re selling to ordinary people, not others in your industry.

Explain terms clearly and avoid using terms that can’t be simplified, whether written or visual.

Insurance is a notoriously dry business. Generic content will switch off any readers/watchers immediately.

The secret to overcoming this is telling a story. Relate your content to real-life scenarios to turn the abstract into the multi-dimensional. Sharing stories provides security, peace of mind and sells all simultaneously.

SEO is one of the primary reasons why you’re creating content, and that’s what brings in the traffic. Keyword research is essential, but where most insurers miss the boat is search intent.

Align your content with why people are searching for those particular search terms. For example, if someone is searching for “cheap home insurance quotes in Manchester”, it doesn’t just tell you to target that keyword. It tells you why it’s a keyword worth targeting. Focus your content to answer the queries within.

Content marketing is a unique opportunity to turn a faceless insurance brand into a people-powered behemoth. Practice humanising your brand to make it stand out from the competition. Of course, tailor it to the platform.

For example, LinkedIn is great for building authority by reporting on industry insights. On the other hand, image-focused human interest content is the name of the game on Instagram and Facebook.

Above all, show your empathy by showing the humans behind the brand. Let them see your faces and hear your voice.

Valuable content is often defined as content that works. If nobody reads a well-written blog, it may not be valuable content. Harness the power of data to tell you everything.

Countless analytics tools exist, including those built into many platforms. Focus on the data to learn about refining your strategy and what works best for your chosen audience.

At Tao Digital Marketing, we rely on data-driven insights to generate results for the UK’s insurance brokers. To learn more about how we can help you produce better content, speak to the team today.