By now, astute insurance agencies, brokers and wholesalers understand the value and importance of content marketing. Content marketing refers to creating and distributing relevant content using online frameworks such as websites, social networks, blogs, white papers, videos, e-zines, e-newsletters, etc. Many agencies struggle with the workload issues, motivation and inspiration needed to keep up with a long-term content strategy.
Here are some strategies that may help you plan and stay on top of your content marketing goals:
- Take time to curate content to explore new, interesting ideas. Use content curation tools like Feedly, Pocket or Evernote to help you discover, track and easily locate articles, videos and other relevant content your clients will appreciate.
- Use social media sharing tools like Buffer, PostPlanner, Hootsuite or SendSocialMedia that allow you to find and post to your social platforms directly from your internet browser, saving time and effort.
- Organize a team to help. The process of implementing content strategy is fraught with many nuances and challenges and requires an understanding of content creation and an established pattern of interaction between all members of the team. A strong content development team should include a content strategist, developer, copywriter, designer, SEO expert and other company representatives as needed.
- Assign the primary responsibility for content to a single project manager who will assign duties, provide oversight, ensure quality control standards are met and deadlines are met.
- Develop a content strategy that includes: target audience demographics and buyer persona, a primary message, secondary or tertiary messages, a compelling offer or “hook”, calls to action, multiple types of delivery methods (i.e. blogs, social network posts, graphics, videos, webinars, articles, white papers, resource guides, etc.).
- Set regular meeting times to review issues as well as progress.
- Evaluate the results of your content strategy and refine future planning as needed.
Many insurance agencies, brokers or wholesalers outsource content creation to a competent marketing firm. Outsourcing is a cost effective option because it eliminates the need to hire, train, supervise and compensate a digital marketing team. Contact StartUpSelling today to learn more about effective content marketing strategies for insurance agencies, brokers and wholesalers.
Originally Posted by John Scranton on June 26, 2015