Guide to Creating Valuable Content

Why valuable content should be the basis of your digital marketing strategy and how to get started.

Content Is King

You’ve probably heard it – this phrase that “content is king.” When everything seems so saturated with blogs and YouTube videos, it’s hard to think that the world is lacking in content. And the reality is – it’s not. Every day we are bombarded with new information, social posts, and more “interactions.” And let’s be honest, all that information and engagement can be exhausting.

So, why is creating valuable content important?

As an insurance agent focused on growing your business, it can be tempting to label social media as a distraction or a necessary evil. You may post every so often because people say it’s something you’re supposed to do.  Ultimately, however, you may feel that business happens in real life, so carving out the time for actively marketing your business online is a waste. I totally get that, even as a digital marketer. The digital space can feel daunting and unfamiliar. And sometimes it feels as if these words go out into space without being seen or heard. But here’s the thing – insurance agents are killing it using digital marketing strategies. The operative word here is “strategies.”

Let’s Get Strategic

A strategy is an absolute must if you want to make digital marketing a lead gen machine for your business.

Define Your Ideal Customer

A great strategy always starts with understanding your ideal customer. I could write a whole article just on that, so let’s hit some of the highlights here.

Use Life Events

For insurance, a great way to start defining your audience is through life events. Major life events to consider would be buying a home, buying a car, having a baby, starting a business, and retiring. If you are a commercial agent, “life events” occur in businesses as businesses hire employees and expand locations. Based on the lines of insurance you offer, think about which life events your target audience is most likely to experience. Then start building the profile. If you’ve identified that your ideal customer is a new homeowner, is this their first home or their third? How old are they? What’s their occupation? Do they have kids?

Build an Ideal Customer Profile

Try to build out the profile as completely as possible and allow that to inform you about their worries and anxieties (especially around the major life change they are about to embark on). Take time doing this, and it’s ok to build out more than one. Keep in mind, it’s better to have one well-defined ideal customer persona than many that are underdeveloped. The better you can do this exercise, the better your overall strategy will be.

Start Thinking Through Your Valuable Content

Once you have your laser-focused ideal customer persona, it’s time to start thinking content. Through the exercise, you most likely identified pain points and anxieties that your ideal customer is thinking about as they approach their transition. Write a list of all the possible thoughts swirling around in the mind of your ideal customer. On that piece of paper, you have a goldmine of inspiration. Creating content that answers questions and provides value to your audience sets you apart. It proves that you understand their worries and that you’ve got them covered. You win their trust and position yourself as an expert.

Creating Your Valuable Content

Now that you have all of these ideas, how do you actually go about producing your valuable content?

Available Mediums

First, think about the mediums you have at your disposal. Long-form written content is a fantastic way to deliver valuable content. It’s best suited for blogs, emails, and LinkedIn articles. If you don’t have these platforms set up, you can even create a PDF of information (like a digital brochure) and share the link. You can also think about creating short and sweet (but always valuable) videos, graphics, and infographics.

Formats & Examples

Next, decide on what the valuable content will be. Keeping with the homebuyer example from earlier, some ideas are:
  • Step-by-Step Guide to Selecting the Right Home Insurance Provider
  • Checklist for New Homebuyers: Make Sure You Have Every Step Covered
  • How-To Video: Watch Out for These Warning Signs During Your Home Search
  • Infographic of the Homebuying Process for New Homebuyers
  • PDF Brochure/Guide to Selecting the Right Home Inspection Company
In these examples, you can see that they aren’t all relevant to buying home insurance. However, they are all relevant to new homebuyers. When you have the opportunity to connect with homebuyers and share this content with them, they will appreciate it. It builds trust. You’re not going for the sale right off the bat. You first say, “Hey, look at this awesome thing that can help you.” Whether or not they read the article, they will certainly value the effort and the interaction.

Leverage Referral Partners

A note on content creation: this is a fantastic way to partner with a referral partner. If you already have a relationship with a real estate agent or home inspector, go in on a project together. It will give you the opportunity to cross-promote the content and, ultimately, give you both more exposure.

What Does This Look Like in Practice?

Now that you have your super valuable content piece(s), it’s time to get it in front of your audience. Of course, you’ll want to promote it on your social channels and on a regular basis. And certainly, don’t miss the opportunity to use it as a way to provide value when you’re first interacting with potential leads online. For example, your referral partner or a family friend may tag you in the comments of a post of someone looking for insurance recommendations. Instead of simply commenting, “Hi, yes I can help. Let’s set up a call.” You are now armed with your valuable content. That’s a game changer. Now, your comment may read:
“Hi, nice to “meet” you. Here’s a guide that I wrote specifically to help new homebuyers. Please let me know if you have any questions.”
This also gives you the opportunity to follow up later with:
“Hi, I wanted to follow up to see if you had any questions about the article. I’m here to help if you have any questions.”
Do you see how this completely changes the dynamic on social media interactions? No longer are you sending your message out into cyberspace hoping someone sees it. You’ve created something valuable and tailored to a real person who truly needs your expertise. It’s actually very similar to in-person networking. It starts by building trust by providing value first. And as you provide consistent value at the right time, your ideal customers will take notice.

Start Creating Your Own Valuable Content

Over the upcoming weeks, we’re going to talk about reaching more people. Start working on your valuable content pieces now, so you’ll be ready to start rocking the digital marketing scene.