Content Marketing for Insurance Agents

Content Marketing is the Foundation of Local Online Marketing for Insurance Agents

Do-It-Yourself Local Online Marketing for Insurance Agents by MyBiz OnLine Services

UPDATED August 2018

Many Content Marketing for Insurance Agent Resources are available that will help Insurance Agents with their Local Online Marketing efforts; however, the task of picking the best ones and organizing them in a meaningful way is difficult. Thus, as your professional guide,  This post provides a single access to some of the best Content Marketing for Insurance Agents Resources. Since many companies and individuals make excellent and varied contributions to the Local Online Marketing community, I will include the primary Content Marketing Resources that have been most helpful to me.  I apologize if I have left out any resource that should be included; please let me know, and I will review and add it if it meets our standards.

Note: The right sidebar on our Local Online Marketing Resource Hub Bog has many links and RSS feeds from some of the best providers of Local Online Marketing Content and Tools.




Content Marketing is simply the process of creating and delivering optimized valuable and relevant content to a specified audience. This authoritative marketing content may be shared online via a blogs, web pages, and social media accounts. Search engines may deliver SEO optimized content to “Search Inquiries” made by potential prospects–and this is a powerful local online marketing strategy for Insurance Agents.

In addition to the overview of Content Marketing below, here are a few excellent resources for learning more about how to develop optimized Insurance Marketing content.


The following is a re-post of an article published on April 19, 2016 by Brent Kelly on the Agency Nation Blog.   Brent provides an overview of why Content Marketing is essential for Insurance Agents.

Why Content Marketing is a Must for Insurance Agents in 2016

Is content marketing part of your agency’s new year’s plan?

As 2016 arrives, insurance consumer buying trends continue to change at a rapid pace.

As consumers continue to evolve in how they research and buy products and services, you must analyze how your business is adapting (or not) to these trends.

The term content marketing is not a new idea. In fact, in the early 1900’s, John Deere, Michelin, and Jell-O all used their own magazine content to add value to their customers.

Content marketing is simply the process of creating and delivering valuable and relevant content to a specified audience.  This type of marketing gains trust and authority with your audience and ultimately leads to an action taken by a customer to help drive profits.

The idea of using content marketing to help build your agency brand and long-term success in 2016 and beyond is no longer just a good idea.  It is imperative.  

To understand the importance of content marketing for your insurance business, all you have to do is look at your own buying habits.

  • How many times per day do you pull your smartphone out of your pocket or purse?
  • How many times do you seek advice online for research, information, or to satisfy your curiosity?
  • How many random social media posts to you scroll by without even a thought to find specific content that is important to you?
  • When you see an advertisement are you more interested in the specific product or service or how that product or service adds value to your life.

These questions highlight 4 key areas of content marketing that will be pivotal for your insurance agency in 2016.

1) You must have a mobile presence.

The most recent stats show that over 2 billion consumers now have smart phones.  Yes, that’s 2 billion with a “B.”

If your agency website and online messaging isn’t optimized for mobile users, you are missing over half of your customers.

This infographic courtesy of KPCB and eMarketer shows that in 2014 mobile use has surpassed desktop use for consumers.

It’s not that desktop use has declined, it’s that mobile use has soared. In fact, 75% of U.S. households have internet access (U.S. Census)

Five years ago, the average consumer spent 40 minutes a day on a mobile device.  In 2016, that number is expected to jump to over 3 hours!

This includes content on websites, blogs, images, and other resources for your customers like having your own mobile app.

Insurance prospects and clients are using their mobile devices more frequently and with longer duration.

If your content is not relevant, functional, and searchable on mobile, many consumers will assume you don’t exist.

2) Google searches

Mother Google continues to grow her presence in all walks of life including insurance research and buying decisions.

If you were ever curious about the power and influence of Google, check out these stats from DMR

  • There are over 100 billion Google searches each month
  • Over half of all Google searches are from a mobile device
  • Google has an 89 percent share of the organic U.S. mobile search market
  • There are 50 billion web pages indexed on Google
  • 56 percent of users Google themselves
  • 25 percent of all Google searches return a knowledge graph answer or box (this means instant answers)

While these numbers are staggering, Google’s basic mission hasn’t changed since its inception. The goal of Google is to provide people with the best answers to their queries.

The most helpful and and usable information always rises to the top in Google.

This means that even the smallest agency or individual agent that understands digital content creation and distribution can beat out the big boys with the right processes.

If you or your agency is not producing helpful and usable content online for your prospects and clients, you are not being found on Google.

3) Social media requires great content

Just being on social media doesn’t cut it.  Asking for likes, followers, and random updates from you or your agency’s social media platforms has little impact.

Social media does not work without engaging, valuable, consistent content creation and distribution.

Successful business social media is about compelling stories. Stories that create emotion. Compelling stories spread through our followers on social media. Facts and data do not.

If social media were a car, the content is the gas that fuels it.

Without the fuel, your social media strategy will take you nowhere.

4) Consumers trust content over advertising

While I don’t believe that traditional marketing and advertising is dead, I do believe that insurance agents vastly underestimate the sophistication of today’s insurance buyers.

Most consumers don’t trust traditional advertising alone when researching and making buying decisions. Consumers are more open to accept content that provides value and is helpful to their needs.

Joe Pulizzi, founder of the Content Marketing Institute, discusses the importance of content acceptance in his book Epic Content Marketing.  He references these stats.

  • 61 percent of consumers say they feel better about a company that delivers custom content, and are more likely to buy from that company (Content Council)
  • People spend more than 50 percent of their time online looking at content (Content +)
  • 70 percent of consumers find custom content useful, and 78 percent believe that organizations providing custom content are interested in building good relationships with them (CMO Council)

The point is that you don’t have to be the Huffington Post, New York Times, or the largest trade magazine in your industry to get people to engage with your content.

Your prospects and clients are simply looking for any content that will help them be more profitable, productive, successful, or maybe just help them sleep better at night.

The Bottom Line

There are no barriers to entry in content marketing today. You have as much opportunity as anyone else.

In the past, delivering content was complex and expensive.  in 2016, you can publish targeted content for your insurance prospects and clients in minutes.

Does content marketing take time, hard-work, and consistency?  100 percent yes!

Therein lies your opportunity.

Even though the vast majority of insurance consumers utilize content everyday that influences their buying decisions, most agents are still sitting on the sidelines when it comes to content marketing.

The next time a prospective insurance client looks on their smartphone, performs a Google search, browses social media, or reads something that improves their life, maybe they will be looking at your content and not the competition.

Brent Kelly is the founder and CEO of BizzGrizz Marketing.  He helps agencies empower their producers through online training and consulting.


Blog Post Ideas by Authority Hacker

The following is a Partial re-post of an article published by Authority Hacker that provides a list of the 13 Creative Ways to come up with Blog Post Ideas.  We recommend that you follow the link to read and learn from the full post.

13 Creative Ways To Come Up With Blog Post Ideas So You Never Wonder What To Blog About Next!

How many times has this happened to you?

You sit down to write a blog post and… nothing.

You know your blog needs content to grow. You know your audiences.

Maybe you even have a little traffic. But no matter how long you sit there it’s still just… nothing. 

Here’s the good news: there’s a much better way to come up with blog post ideas than just staring at a blinking cursor and waiting for a miracle.

More importantly there are methodical, efficient, ROI-driven ways to come up with blog post ideas that can drastically increase your odds of doing well with Google or with your existing audiences.

Of course, what follows certainly are not the only ways to do it.

These are just some of the best ways we’ve found for our businesses to keep the content machine churning out quality articles.

Let’s dive in.

Quick Navigation

#1: Use Amazon book listings to map out the core topics for your niche and write pillar posts for them (if you haven’t already).
#2: Use traditional keyword research to generate a massive list of topics.
#3: Reverse engineer top keywords and/or posts of your competitors to ethically borrow their ideas.
#4: Use BuzzSumo or Ahrefs to identify ultra trendy topics you can cover.
#5: Use tools to identify common questions in your niche and answer them.
#6: Brainstorm problems potential customers might have and create tutorial content to solve them.
#7: Identify experts in your niche YOU can learn from and interview them.
#8: Think of ways you can use yourself as a test dummy.
#9: Ask your audience what they want to learn about.
#10: Refute something consensual and make your headline controversial.
#11: Look at public support forums to identify the most annoying problems people face and try to solve them.
#12: Steal ideas from content distribution platforms.
#13: Create sub-topics for your most popular articles.

MyBiz OnLine Services  Insurance Agent Marketing Resources

Do-It-Yourself Online Marketing for Insurance Agents by MyBiz OnLine ServicesMany Insurance Agent Marketing Resources are available; however, the task of picking the best ones and organizing them in a meaningful way is difficult. Thus, as your professional guide,  I created this page to provide a single access to some of the best Insurance Agent Marketing Resources. The right sidebar on our Local Online Marketing Resource Hub Bog has many links and RSS feeds from some of the best providers of Local Online Marketing Content and Tools.  Since many companies and individuals make excellent and varied contributions to the community, I will include the primary ones that have been most helpful to me.  I apologize if I have left out any resource that should be included; please let me know, and I will review and add it if it meets our standards.

FIRST:  Read The Front Page of Our Local Online Marketing Resource Hub Blog to learn about more Marketing Resources.

SECOND:  Read The Insurance Agency Marketing Guide for a general overview of components and infrastructure of an Insurance Agent Marketing Plan.

THIRD:  Read  45 Local SEO Pitfalls and How to Avoid Them by Miriam Ellis from the Moz Blog to learn what and what not to do with Local Online Marketing.

FOURTH:  Continue your Local Online Marketing for Insurance Agents education with the resources below and with our Local Online Marketing Blog.



 NOTE:  MyBiz OnLine Services is ready to assist agents with DIY and DFY Insurance Agent Marketing Services.

Roger Gill

About the author

Roger is the founder of MyBiz OnLine Services, LLC, an online marketing and advertising consulting firm that specializes in the design, implementation, and maintenance of customized online advertising and marketing plans for Insurance Agencies that produce measurable growth in sales and profits. MyBiz OnLine Services provides a Local Online Marketing Educational Blog Hub that incorporates some of the best current local online marketing resources via posts, links, and rss feeds.Roger is also the founder of The Insurance Advisor, LLC, an Independent Insurance Agency located at 9840 Oxbridge Place, Ste 101, North Chesterfield VA 23236.He also is the State Director of Virginia for Smart Choice®, a network of over 7000 insurance agents and 80 insurance carriers that provides independent insurance agents with access to top-rated markets, product training, and sales and marketing support.Learn more about Roger at

Leave a Reply

Your email address will not be published. Required fields are marked

twelve − 10 =

{"email":"Email address invalid","url":"Website address invalid","required":"Required field missing"}

Thank You for Visiting MyBiz OnLine Services