How to use content to sell insurance

David Dyck January 23, 2019

We’ve written here before about why content is an amazing tool for insurance brokers. But the how is just as important. You probably already know that the internet is changing the way people make purchasing decisions, from small business owners to executives. Content is a big part of that change.

Increasingly, consumers are making decisions after doing their own research, and most of that research is being done online. Here’s what you need to know about how to attract the right prospects, how to create engaging content, and finally once you have it, where to place it.

Attracting the right attention

The internet is a big place, so how do you get spotted by the right people, the one who want to buy the kind of insurance you’re selling, at the right moment that they’re ready to buy? That’s the problem that content marketing solves.

One way to get attention online is through Adwords. Essentially, that’s paying for exposure — it’s an expensive and unsustainable way to get attention on the internet.

A more scalable strategy is through content marketing, which seeks to offer your audience something of value. In return, they give you permission to continue engaging them, like opting-in to your emails. Content marketing enables brokers to demonstrate their expertise in a friendly, approachable way that is designed to attract and engage a clearly defined target audience. The objective is to put yourself in front of them so that when they’re ready to buy, they’ll think of you.


How to demonstrate your expertise

There are three general categories of thought leadership — also known as authority positioning. For all of them, the intent is the same: getting your message out there to promote yourself as a risk management expert. The important thing to remember is that this isn’t about selling, it’s about educating and adding value.


1. Tips and General Advice

This is the most obvious one, and the easiest to create. You simply solve a risk management problem by sharing the solution to that problem. Guaranteed you have a wealth of real-world examples to pull from your personal experience in the industry. These kinds of stories are common, but few brokers bother to produce them into content marketing materials.

The big secret here is that most consumers are asking the same questions, over and over again. But by offering the answer to common client questions, you can capitalize on what you know they’re already looking for. By providing useful information, you show your willingness to be helpful.


2. Case studies and claims examples

Case studies are real-world examples of when you solved a problem, or when the insurance coverage you provided to a client responded in a meaningful way. Claims examples do two things. First, they show that you are capable of providing the right solutions for your clients. Secondly, it shows that you care about your clients, and that results actually matter to you.


3. Relate insurance to current events

The news cycle and current events can be a great way to attract the interest of clients and prospects. If you are able to apply insights gained from your industry in a way that your audience can relate to, you will be able to insert yourself into the conversation in a meaningful way.

The benefit from this approach, if executed properly, is that it enables you to demonstrate that you know what kinds of things impact your clients’ lives.


How to spread the word

So you know who you’re talking to, and you’re creating content for that specific buyer in mind. Great! Now you need to spread that content. Unlike traditional methods of networking, such as attending or speaking at events or sponsorship opportunities, you are able to track engagement levels using digital platforms like your website, blog, social media, video, and webinars.

Knowing exactly how big your audience is, where they’re coming from, and what their demographics are can give you powerful insights into what’s working, and what you should change about your content strategy.



A lot of insurance professionals don’t take blogging seriously. This presents a big opportunity for those who do. According to the marketing experts at HubSpot, B2B marketers that use blogs receive 67% more leads than those that do not.

If your brokerage doesn’t already have a blog, get one. A blog can be a hub of insurance knowledge, thought leadership, and a source for company updates and press releases. Not to mention, the most your brokerage blogs, the higher the chances of getting ranked on Google. Google likes two things: lots of pages on a website, and proper interlinking, so make sure that when you’re blogging about a certain topic, you relate it to other useful blog entries or pages on your website.

Don’t have a blog? The LinkedIn Publishing tool is the next best thing. That leads us to our next platform:


Social media

LinkedIn is of course the insurance broker’s best friend. I won’t go into too much detail but the chances are that’s where your prospects are.

One of the biggest things you can do is join LinkedIn Groups. Don’t just join the insurance groups, find the ones where your clients are. Going after accountants? Join a local accountant group, and use relevant content to demonstrate your ability to solve their problems, or bring an insurance perspective to the conversation. Not only will you generate leads, you may find some useful referral partnerships. Just remember that when you do join the group don’t just spam the members about buying insurance — instead, add value by publishing and commenting on an article that is helpful and interesting.

And if you think you’ll just be another one of many insurance brokers doing this, think again. According to Canadian Underwriter’s 2018 Broker Survey, only 41 per cent of brokers said they thought social media was a beneficial source for lead generation, and only 31 per cent indicated that they thought it was useful in “developing ‘trusted advisor’ status.”



It’s no secret that video is the next wave of digital marketing.

According to Forbes, 64% of customers are more likely to buy a product online after watching a video about it, and 59% of company decision makers would rather watch a video than read an article or blog post.

Because video is such interesting and engaging content, it also increases your brokerage’s chances of showing up in search engines like Google. That’s because the longer people stay on your page watching the video, the more useful search engines see your website, and will move it up higher in results.

With insurance, video is most useful when it comes to sharing general advice and tips, or answering commonly asked questions in a succinct, easy to understand way. Then you can share that video on social media channels, through your blog, and on your website — all of which will make it easier for search engines to find you.

Wondering where to start? Apollo has a full content studio. Contact broker services today and find out how we can help.

David is APOLLO’s Editor in Chief and cofounder. He believes in the power of content to help aid brokers in their digital transformation.

Get in touch today: Connect with David on LinkedIn