I’m going to tell you something that you’re not going to like. Most insurance marketers don’t do a good job of content marketing. There, I said it!

Why? Because rather than figure out which marketing tactics are best suited to attract and influence their ideal producer, many FMOs and BGAs go with a spray-and-pray approach instead. They try a little bit of this and a little bit of that, and wind up with a pretty slapdash approach to marketing.

In reality what they should be doing is developing a holistic go-to-market strategy that’s built around the most effective tool for moving advisors through your recruitment funnel: high-impact content.

A well-executed content strategy is consistent and measurable. It addresses advisors’ pain points and needs and ultimately positions your company as the solution.

Content marketing can also be used to:

• Establish your company as a thought leader
• Build brand awareness
• Drive traffic to your website
• Generate, manage and nurture leads
• Foster engagement with your ideal producers

Of course, accomplishing all of this is no small feat. You need much more than a steady stream of content. You need high-impact content that answers the needs of your audience and provides value and engagement at every turn.

So what are some of the best content marketing tactics we see that are working to engage and convert producers?

Insert Booklets

One surefire way to position your company as a thought leader and solidify your expertise is by providing valuable content. One high-impact way to deliver that content that has taken off this year is an insert booklet. By inserting your content into a publication – like InsuranceNewsNet Magazine – your information is aligned with valuable and trusted content that advisors already engage with. These booklets are a powerful marketing asset and can be repurposed for use at tradeshows, in sales packets or even for an online marketing effort. Tag it with “As seen in…” and add even more credibility to your content!

False Covers

Imagine your company featured on the cover of a magazine – it can be a reality. False covers are sponsored advertisements that position your message and brand on a faux front of the magazine, complete with masthead. Attached to the front of the magazine cover, false covers provide powerful exposure by positioning you front and center with additional real estate on the inside cover specifically reserved for your content. Extend the impact of a false cover by getting it printed in poster size and framing it for your office.

Sponsored Articles

Also referred to as native content, it’s different from traditional advertising because the content mimics real editorial content but serves to accomplish the goals and specific message of your company. Studies have shown that effective sponsored articles can drive as much engagement, if not more, than editorial content, making them an excellent way to reach a captive audience.

Where to Find the Budget and Resources to Implement

According to a recent Content Marketing Trends Survey, 89 percent of marketers say they have had success with content marketing. Despite this good news, more than half cite lack of resources (53 percent) and budget constraints (40 percent) as two of the most challenging obstacles to implementing a powerful content marketing strategy.

The solution is to identify the strategies that are most effective while also being relatively easy to create. One good resource I am about to shamelessly plug is our team at InsuranceNewsNet. We provide award-winning content, design and strategy standard with any media placement. Our talented team makes it easy for you by helping set an iron-clad strategy, writing the content and making it stand out visually. Just think of us as an extension of your marketing department – without having to add staff or pay salaries.

Plus, you get the benefit of using a team that deploys over 100 insurance marketing campaigns every month – so we know what’s working – and can implement it for you.