Having grown by about 13% in 2021 to reach $5.5 trillion, the global insurance market is fast to recover from the notorious pandemic. Expected to reach $6.4 trillion in 2025, the industry is flourishing, and it may be the best time to reinforce your brand image and sales with a striking content marketing campaign…as long as you know how to do it.
But even if you don’t, please don’t worry. In the next five to ten minutes, you will learn the basics of content marketing in insurance as well as get some ideas for more profound research. Before we start, though, let’s throw some statistics here so that you could be sure content marketing is king.
Feel intrigued? Ready to cater to Baby Boomers and Millennials? Then, without any further ado, let’s proceed to the most valuable insights on building an effective marketing strategy for your insurance company.
It’s paramount that your content revolves around solving the most burning problems of your customers. But wait…who are your customers? Whom should you build your relationship with?
It all starts with planning, even though you will have to align your goals along the way. To tap into the mind of your target audience, you have to define – or find – it in the first place, which leads you to the choice of your niche.
Now, there are two possible scenarios: all-encompassing, when you try to cover everything at once (reasonable for medium and large companies), and narrow-focused, when you try to bring passion to the table and proceed from it. Your passion may come from different sources. Maybe you’ve fallen victim to dental insurance fraud and want to fix it, or maybe you’re passionate about providing people with alternatives to their job-based health insurance.
But then again, the utterly important is that the choice of your niche insurance markets is done based on what you love and what you are ready to devote your time – tons of your time – to. Your niche must fuel you with incessant energy that sustains you.
There are bazillions of things to include in your marketing plan, which is why there are no two equal marketing plans in insurance. It goes without saying that your marketing plan is your main asset, as it defines what you do and how much resources you allocate to a particular task.
To compose an insurance marketing plan, you need to:
What are you going to focus on? Traditional life and health insurance? Less usual niches like snowmobile or boat insurance? Anything that you know through and through will do. Next, find out what exactly your audience needs, and especially what other companies do not provide it with. This type of content may become your competitive advantage.
This step is so all-employing and diverse that it needs a separate post, but we’ll try to dumb it down to a few simple takeaways.
Without a shadow of a doubt, it’s all about trials and errors, which is why you’d like to have your adjustment strategy ready beforehand. Think about the most probable deviation from the course and how you’d correct them.
There are questions to help you with your target audience, branding, and content marketing strategy. Answer these:
In the world of content marketing, ‘lead’ is a magic word, mostly in the sense that leads may as well be the best tool to measure your success as a content creator. There is good and bad news, though.
The bad news is, there’s no way to know which content will resonate with your audience without giving it a go – as well as you cannot blindly copy someone else’s success path and succeed yourself. The good news is, whether you are going to sell health insurance or aircraft insurance, there’s a bunch of time-tested lead-generation techniques you can try:
There must be some subtle indicators to measure your content marketing performance aside from profits, right? The effectiveness of all the blog posts, infographics, case studies, interviews, and guides you release can be evaluated by measuring:
Finally, it all leads you to the number of actual buyers you have. The advantage of this detailed analysis, though, is that it allows you to accurately identify your strengths and weaknesses and adjust your marketing strategy selectively without fixing what isn’t broken.
Oleksandr is an expert in deep research. He covers various insurance topics across verticals, adopting to every local law.