“Lead generation” is often a phrase that insurance agents hate hearing, but they don't need to. Even though you might have a fancy website and post on social media once in a while, that does not automatically mean you are going to have leads flooding in. In fact, we can say with great certainty that isn’t going to be enough of a strategy.

Never was a New Year more welcome than in 2021. However, as content marketers, we know that COVID has changed everything. The content marketing strategies we so carefully developed a year ago were abandoned and must be completely revamped. Buyers will never again behave as they did before the pandemic.

As you roll out your B2B content marketing content strategy for 2021, don’t rely on pre-pandemic tactics. Rethink everything, keeping these eight shifts in mind:

If you write web content, and it’s good, readers will come … in theory. In reality, you need to make sure those readers can find your great content. That requires SEO, or search engine optimization.

Modern buyers are hungry for information, and content feeds that need. According to HubSpot, 70 percent of marketers are actively investing in content marketing. Content works in pretty much all industries, and it’s especially important for information-heavy industries like insurance and complex business to business (B2B) sales.

Is your insurance content designed to generate demand? Or is it designed to generate leads? While demand generation and lead generation might sound similar, there’s actually an important difference between the two marketing strategies.

Expertise. Authoritativeness. Trustworthiness. These are good goals for any content marketer. They’re also factors that Google considers important when providing a page quality rating. Here’s why Google’s E.A.T. guidelines are important when creating your insurance marketing approach.

Over the past month, everything has changed, and those changes are having a monumental effect on our insurance marketing plans. While the restaurant, travel and hospitality industries are experiencing an immediate hit, we in the insurance, financial and technology industries will be whipped by the tail of the crisis.

You’ve no doubt received multiple emails from various companies concerning their response to COVID-19. Although the onslaught of messages may seem a little overwhelming, there’s a reason for all the digital communication. This is a turbulent time. The situation is changing by the day — even by the hour. Amid all the change, there’s significant confusion and anxiety, so companies need to reach out to reassure their customers and workers.

You’ve written a great insurance article. Now you want to share it with the world. But wait! Before you hit publish, there are a few things you should check.

A couple of years ago, everyone was buzzing about infographics. The conversation has moved on – now people are more likely to talk about things like videos and personalized content – but infographics are far from dead. People love visuals, and infographics are a great way to quickly and memorably convey information.