“Content marketing” involves the creation of informative material online—this could take the form of blog posts and articles, webinars, podcasts, and social media posts. It can be highly effective in industries where experts live and die by their specialized expertise—such as the wholesale insurance business.

Content marketing attracts SEO traffic to your website, generates leads, and builds your credibility as an insurance expert. Here are a few ways you can use content marketing to best effect as a wholesale insurance broker.

Your blog. A blog can be an extremely effective way of demonstrating expertise. You don’t always have to write long posts—although the current opinion is that longer posts do better in attracting search engine traffic. No matter the length, however, an informative blog post may be linked to and shared by other publications; attract traffic and leads, and inspire insurance agents to get in touch with you. Blogging is definitely worth doing, and one of the easiest forms of content marketing.

Videos and webinars. Videos can be a great way to reach out to customers and demonstrate your expertise—and so can webinars. A video can be anything from an advertisement to a funny skit highlighting some aspect of insurance you specialize in; a webinar, by contrast, is longer and specifically designed to educate. Both can drive traffic to your website, build your audience, and strengthen your expert reputation.

Email marketing. Your email list is one of your most powerful marketing tools. It should be carefully built to include only agents who have demonstrated a strong interest in and need for the types of insurance you represent. Your email newsletter is a targeted marketing tool, and can be used to provide valuable informational content to your subscribers—building trust and keeping you top-of-mind for when they need the type of insurance you specialize in.

Social media. LinkedIn is one of the most prominent social media sites for targeting the insurance industry. You can post articles on LinkedIn under specific groups that have an interest in the topic you’re covering. This is a great way to generate targeted interest. You can also use sites like Twitter or Facebook to post shorter pieces of informative content or link to longer pieces.

This is only a start—there are plenty of ways to put your expertise on display online, from informative blog posts to creative videos. Pick one technique to try at first—it’s best to make it manageable—and repurpose your content as much as possible. With these tips, you should be able to highlight your expertise and generate insurance leads.

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