4 Steps to Creating the Very Best Content Topics to Attract New Insurance Relationships

by | Apr 15, 2019

When it comes to digital content — you know, the online stuff that prospects for you whenever insurance buyers are looking online, like 5 a.m. or midnight — if you don’t have a consistent flow of quality content, your website’s blog or social postings won’t do much to extend your reach into the big blue ocean of insurance prospects.

The super-secret foolproof plan to help you attract the attention you want is…to be attractive and interesting to the people looking for your insurance solutions.

In the following 4 steps, you’ll learn how to support quality content to amp up your lead gen to nuture new insurance relationships.


Commit to getting started

The first step is to commit to content planning. Don’t freak out… this isn’t overwhelming, it only sounds like it is.

Your goal is to better understand and execute on the following three things:

  1. Who you are targeting,
  2. What content is of interest them, and
  3. When you will publish it.

Let’s walk through the 4 steps that will help you to create content that crushes it.

#1. Define your target prospects

Defining your market sketches out who you want to target, what their interests are and how you can help.

To help you get down to it, answer the following:

  • What’s my favorite type of client? If the answer is for a client you don’t have a strong book, that’ okay. You are looking to build relationships with the people you want, so go for it. And the more specific you are, the better.
  • How much insurance knowledge do these niche insurance buyers have?
  • What are my preferred prospects’ biggest challenges?
  • What keeps them up at night?
  • What are my areas of expertise (i.e. how you can help)?

Your answers to the questions above will be useful in step 2, where you’ll use this info to create buyer profiles.Take time now to identify your ideal prospects and their pain points and interests before moving ahead. ⏰

What about a content strategy for a new niche?

The best intel comes directly from the source, so what do you do if you want to specialize in E&O for architects but you don’t have a good hunch as to what makes them tick?

Do this: At the start of every conversation you have with a new E&O prospect, ask, “How can I help?”

Then really listen.

This one simple question is surprisingly powerful in revealing your prospect’s goals, interests, desires, challenges, pet peeves – you’ll hear it all.

As you gather more and more data over time, you can use this insight to help you fill in knowledge gaps about what your prospects care most about and then focus your content on those micro-topics.

2. Create buyer personas to uncover your prospect’s interests

Imagine trying to give a best man’s speech at the wedding of a stranger.

If you don’t know anything about him, it’s an impossible task to not come off as insincere, not to mention looking like a total asshat.

It’s the same with content. If you don’t know who you are talking to, then you’re talking to everyone…but appealing to no one.


If you aren’t sure who you should be saying what to, buyer personas to the rescue!

The best marketers use buyer personas to create content that appeals to the very people they are trying to attract.

And you should use them, too.

A buyer persona is a fictional person’s profile that embodies the traits of your ideal buyer including what they want and what they value.

When you shift your focus to what prospect’s need to know, you shift your thinking from being agency-centric to client-focused — a vital step in creating content that appeals to your prospect’s interests.

How to bring your personas to life 

Before diving in to creating your very own, I thought it’d be helpful for you to see what a finished one looks like. The sample below is one of a handful that I created for TrustedChoice.com a while ago. Honestly, it could use a refresh, but thought it’d be be helpful to you as you build yours (click the image to enlarge it).

You’ll likely have more than one type of persona per niche, and that’s perfectly fine. To keep it simple, start with your top 3 most valuable types of buyers.

Your goal in building a persona is to uncover your targeted buyer’s traits, goals, attitudes and challenges and a worksheet is a great canvas to capture the details that make up your persona composites, like the one below.


The worksheet will help you make your persona human, including:

  1. Name, age and title – Give your persona a real name and a face (a stock photo is the way to go) and add a quote about what their hoping to achieve when engaging in your service
  2. Brands and technology – List the brands and technology your persona engages with 
  3. Bio and backstory – Create a list of factors that make this persona your ideal customer (e.g. values working with local businesses, etc.)
  4. Needs and goals – Describe what your insurance buyer hopes to achieve when engaging with your service, a task they need to complete, a life goal to be reached or an experience to be felt.
  5. Frustrations – Capture their pain points in the insurance buying process, managing risk, etc.

The payoff in creating personas is that all of your marketing messages will be easier to tailor, not just blogs or podcasts, because you’ve spent time identifying your ideal buyer’s traits, attributes and goals.


3. Brainstorm unique topics to build a content calendar

Now that you know what insurance prospects you are targeting and what they care about, it’s time to brainstorm content topics that appeal to them at every stage of their purchasing journey.

The three stages of the buyer’s journey are:

  • Awareness – This is the stage an insurance prospect recognizes they have a need; your content aim is to create content that builds credibility with the prospect.
  • Consideration – This is stage where an insurance lead has a clearly defined need and is researching his or her options; your content aim is to show competitive differentiation.
  • Decision – This is the stage where the insurance buyer is ready to purchase; your content aim is to influence them that you’re the best insurance advisor.


Get your content brainstorm on with a sample worksheet like ^^ right here.

When you create content tailored to each stage, it positions you to meet potential clients wherever they are, moving them through the buying journey to connect with you when they are ready.

4. Set up a publication calendar

Planning leads to productivity, and a content calendar is great productivity marketing hack because you’ve already done the hard work of topic planning.

While there are many paid content planning tools you can source online, all you need to get started is an Excel spreadsheet or Outlook calendar to keep your postings on track.

Plan 30 days ahead by record the date you’ll publish your content, the topic and any other helpful details.

A note about content production: If you don’t have the time or you’re not a fan of writing, develop a relationship with a freelance writer whom you can rely on to keep your quality content pipeline flowing. A good writer is a good investment because they can take your personas and topics and run with them to help stack your prospect pipeline efficiently!

Lastly, adopt a long-game content planning mindset.

Like in real life, building relationships online can take time, depending on the buyer stage.

Producing quality content that appeals to your ideal prospects at every stage of their buying journey builds trust in you and your agency, leading to new relationships and results.

Remember, one great piece of content can only take you so far. Playing the long content game means that you’re committed to creating quality content regularly, looking at what’s working and then refining your content topics and strategy.

So, stick with it!

Good luck and if you get stuck, get in touch!

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