by Cheryl Walecka
About the author:
Cheryl Walecka
Product Director, Broker Communications, Zywave, Inc.
The end of the year is a great time to reflect on lessons learned and anticipate what’s around the corner. As I evaluate new ways to help our broker Partners grow their businesses in 2012, it has become clear that now more than ever, attracting and retaining business in insurance (and any sector) is all about valuable content.
- A recent study confirmed most marketers are using content marketing to support brand awareness (69%), customer acquisition (68%), lead generation (67%) and retention (62%)
- According to a recent MarketingProfs survey, 79% agree the most popular B2B marketing tactic is article delivery
- Our 2011 Broker Services Survey revealed that a priority for employers is health and safety information from P&C brokers or regulatory and legislative updates from benefits brokers.
Content marketing does more than help you write more new business. Reaching out with materials that are critically valuable to clients cements your role as a trusted advisor.
How to make it stick
To say it works is not to say it’s simple. Content that resonates best is timely, relevant to a customer’s specific need, and has a valuable take away – certainly not easy. Forty-eight percent of those in a recent survey struggle with producing engaging content and 32% struggle with a consistent content strategy. The greatest challenges are producing the content and producing enough to keep customers happy – lack of budget and talent are issues for 68%, according to Marketing Pilgrim.
With so many challenges, what can you do to ensure a successful content marketing campaign?
- Establish a schedule. Our Zywave survey consistently reveals the majority of clients prefer monthly contact from their broker.
- Identify content that corresponds to specific customer and prospect needs. In many instances their pain points will be similar.Broker Briefcase has done this for you already with sets of content matched to industry or pain point.
- Focus on a sequenced series of marketing messages. Ideas include wellness, creating a safety culture, legislative news or other relevant, challenges you’ve uncovered during conversations with clients.
Don’t know what resonates? Ask. Not only does it give you a chance to reach out and show your interest in the client’s struggles, it ensures your content is truly of value!
How are you preparing for 2012? When you reflect next year at this time, what lessons will you have learned and what accomplishments will you celebrate? Best wishes for a prosperous and exciting new year!