Create. Activate. Rejuvenate.

Outcome-driven insurance content marketing

We create insurance content worth citing, promote it across every channel and keep it current, so search engines and AI assistants keep recommending you. For carriers, MGAs, agencies, insurtechs and benefits organizations.

Planning your 2027 content? Q4 is the time to map it.

Book a Call

30 minutes. We'll look at your current content and recommend a practical next step. No commitment.

01

Create

Build the foundational assets

02

Activate

Promote them in many ways

03

Rejuvenate

Refresh each season

Get more ROI out of every content effort.

Your strategy or ours.

Led by a former insurance marketing leader. Specializing in insurance content since 2004.

22+

years in business, supporting insurance organization growth

100+

insurance and insurtech clients served

72,000+

insurance content assets created

Human-written insurance content

Written by insurance people, not prompts.

How we use AI →

Every first draft is human

Writers with insurance experience research and write every piece. AI never writes the draft.

Built from your expertise

Interviews with your team put original insight into the work, something generic and AI-generated content can’t copy.

Ready for legal review

Sources are documented, and we integrate your legal and compliance changes at no added charge.

Their team of talented writers understands our industry and consistently delivers high-quality, engaging content that resonates with our target audience. Heather has truly become an extension of our team, working closely with us to develop content strategies, elevate our brand, and drive meaningful engagement.”
SVP, Marketing and CommunicationsTop-25 US Brokerage

How one idea is amplified

One insurance white paper, activated

  • LinkedIn carousels
  • Executive posts
  • Quote graphics
  • Decision trees
  • Checklists
  • Infographics
  • Stat graphics
  • Tale-of-two comparisons
  • Scorecards
  • Timelines or flywheels
  • Sales enablement tools
  • Email campaigns

A recent result

Executive LinkedIn strategy for a health insurance innovator

Compared with the previous 181 days

+430%

impressions

+395%

social engagement

Why most insurance content underperforms

Most insurance content stops working two weeks after it’s published.

You already have the strategy and the subject-matter expertise. What’s missing is the time to research, interview, write, edit, design and distribute everything, and then keep it current. That's why a lot of good content gets published once, shared 2-3 times and then slowly fades.

Content activation isn’t about producing more. It’s about extracting more value from every investment you’ve already made.

Our Approach: Depth x Distribution x Duration

The Content Capsule Cycle: built for search and AI visibility

Buyers now ask AI assistants for recommendations, and those tools cite the companies they trust. That trust isn’t won with keyword tricks or a flood of AI-written posts. It’s earned through original expertise, shared consistently and kept current. That’s exactly what the cycle builds.

01 DEPTH

Create

Build the foundational assets.

Well-researched articles, case studies, white papers and guides built around the expertise your audience needs and the ideas your company wants to own.

For SEO and AI: original insight, clear structure and answers to real buyer questions give search engines and AI tools something worth citing.

02 DISTRIBUTION

Activate

Promote them in many ways.

Turn each source asset into LinkedIn posts, carousels, newsletters, emails and sales resources. One idea, many assets.

For SEO and AI: consistent signals across LinkedIn, newsletters and third-party sites make your brand a repeated answer, not a one-time mention.

03 DURATION

Rejuvenate

Refresh each season.

Update statistics, sources and insights so the work that has earned its place keeps earning it.

For SEO and AI: current, accurate content stays trustworthy enough to rank and to be recommended.

Diagram: Depth builds authority, Distribution builds visibility, Duration builds compounding value. Content ROI is the sum of the parts.

Depth builds authority. Distribution builds visibility. Duration builds compounding value. Together they turn your company into an anchor brand: the name search engines and AI assistants return to again and again.

The ROI formula for outcome-driven insurance content marketing.

Plus, we measure it. AI Visibility Tracking & Building shows where your brand appears in AI answers, which sources AI tools rely on, and what to build next.

Explore the Content Capsule approach → See AI Visibility Tracking & Building →

From the blog: Why anchor brands win in AI search · The new rules of AI visibility: why trust is the new SEO

Work with IIM your way

Your strategy or ours.
One project or a full program.

Leading an insurance marketing department?

Count on us to extend your team.

We're here to help you seamlessly execute your plan with insurance-fluent writing and design capacity. If you need strategic support, we can also help shape editorial calendars, campaign themes and AI visibility priorities.

Leading the company?

We're your full-service partner.

No marketing team, or a team of one? We can recommend a content marketing strategy, then plan, write, design, publish and report on it.

Three ways to get started

One-off project

Already have a plan? Hand us the brief. We handle the research, interviews, writing, editing and design.

Discuss a project →

Content subscription

Maintain a steady content flow with ongoing articles, social posts and resources to fuel your editorial calendar.

See subscriptions →

Content Capsule

Plan a season of coordinated content around one content pillar to showcase your expertise and own the topic.

Explore the Capsule →

Not sure which fits? Tell us your goals and we’ll recommend a practical starting point.

With their help, we have quickly amplified our online presence and increased inquiries. When my colleagues ask how I have time to write so many articles and stay active in social media, I tell them the secret is Inbound Insurance Marketing.”
Insurtech founder and CEO

Insurance intelligence, built in

Insurance fluency
from the first draft.

IIM is led by a former insurance marketing leader and has specialized in insurance content since 2004. Our writers already understand technical insurance topics, so you spend less time explaining basics, correcting terminology and rewriting drafts.

Heather-Sloan-Founder-Inbound-Insurance-Marketing

Heather Sloan

Founder, Inbound Insurance Marketing

With 32+ years in insurance marketing, Heather has worked for a carrier and as a marketing consultant for the industry, in all lines, from commercial P&C to employee benefits, life insurance and insurtech. Clients come to her when they need help breaking down complex topics, turning tough ideas into compelling conversation and showcasing their successes.

Meet IIM →

We showcase your team's expertise.

  • Interviews that draw out your team’s point of view
  • Research and sourcing suited to insurance topics
  • Writing shaped to your audience and brand voice
  • Editorial review before content reaches your team
  • Your team keeps final approval

Planning your 2027 content?

What are your content goals?

In 30 minutes we’ll look at what you have and recommend a practical next step. No program commitment.

Book a 30-minute call →

Not ready to talk? Start with a free guide.

Content RoadmapPDF download AI Visibility ChecklistPDF download