The Content Creation Pipeline: It Doesn’t Have to be Hard

October 27, 2022

Developing content for your social media channels and website on a regular basis can seem overwhelming. However, once you understand what makes compelling content and where to look for inspiration, your pipeline is sure to be brimming full of ideas.

What Makes Good Content
The benefits of a robust content marketing strategy have been well-established. For the independent agent, it can increase your agency’s brand recognition and trust factor, generate leads, and is one of the most cost-effective ways to acquire and retain customers.

When thinking about what to post, it is helpful to keep the REAL approach to content development in mind:

  • Content should be RELEVANT to your audience.
  • It should be ENGAGING and interesting.
  • AUTHENTIC to your business, its mission and customers.
  • Lastly, it should be LIKABLE to a diverse group of customers.

Here are some ideas to get started:

  • Consider what types of questions you are asked often, and what aspects of insurance confuse your customers? Frequently asked questions, or FAQs, are the first place to look for content ideas.
  • Testimonials and reviews – first you have to get them, then showcase them through your agency’s digital channels.
  • Interview your agency staff about their roles. Customers might appreciate learning more about the team.
  • Public service announcements (PSAs). Remind your audience about a local event or a date that is important to the community. Highlight events in which agency staff participate.
  • Provide information, and it doesn’t have to be specifically about insurance. For example, a post on fireplace maintenance before winter or a reminder to check recall notices on the site.
  • Show your personality. Share a bit about your interests, volunteer work or charitable partnerships.
  • General statistics are easily available with a quick Google search. (“According to a Forbes Advisor survey, women (22%) are twice as likely as men to lack life insurance.”)
  • Quote an article with your thoughts on the subject. This helps position you as a thought leader.
  • Highlight different insurance products and their importance, creating awareness around your breadth of offerings and product knowledge.

Some Final Tips

  • Keep promotional posts—ones directly selling your agency—to a minimum. Consumers are seeking information and solutions and don’t always respond well to a hard sell.
  • Focus on the “know like trust” (KLT) principle, a marketing concept in which the goal is to get the audience to understand and like your brand. Consumers are naturally more inclined to do business with someone they feel like they know.
  • Include photographs or video with your social posts as they rank higher in feeds.
  • Be consistent. Posting on a regular basis is important for your audience. Pick a schedule and stick to it.
  • It’s usually best to stay away from polarizing topics and negativity. Be enthusiastic and motivational.
  • Always add value. Ask yourself, “Is this content of value to current customers and potential customers?”

Content marketing inspiration can be found everywhere, from client reviews to local community events and even your most frequently asked questions. Begin by choosing from the suggestions above. Soon enough, your ideas will flow!