Heather Sloan

Recent Posts

Your B2B Content Marketing Strategy: 8 Key Shifts on the Horizon

Posted by Heather Sloan on Mon, Jan 04, 2021

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:

Read More

Topics: b2b content marketing, b2b content marketing shifts, b2b content marketing strategy

How to Write Web Content with SEO Value

Posted by Heather Sloan on Thu, Oct 22, 2020

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.

Read More

Topics: write web content

Your Insurance Content Library: 15 Pieces Every Insurer Should Have

Posted by Heather Sloan on Mon, Jul 06, 2020

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.

Read More

Topics: insurance marketing, insurance content, marketing content

Insurance Content Strategies: Lead Generation vs. Demand Generation

Posted by Heather Sloan on Wed, Jun 10, 2020

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.

Read More

Topics: insurance content, lead generation, demand generation, insurance content strategies

E.A.T. Guidelines for Insurance Marketing

Posted by Heather Sloan on Mon, Apr 27, 2020

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.

Read More

Topics: E.A.T. guidelines for insurance marketing, E.A.T. guidelines, E.A.T.

How to Manage B2B Insurance Marketing During a Pandemic

Posted by Heather Sloan on Tue, Apr 14, 2020

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.

Read More

Topics: B2B insurance marketing, marketing during a pandemic

Five B2B Content Marketing Trends to Target Now

Posted by Heather Sloan on Thu, Apr 18, 2019

Bellbottoms. Feathered bangs. Dance fads and internet memes. Do these old trends make you cringe? It’s easy to dismiss trends as short-lived gimmicks, but here’s the deal: Some trends represent real change. The internet, for example, might have seemed trendy when it first emerged, but now it’s transformed nearly every aspect of modern life.

Read More

Topics: b2b content marketing

Four Insurance Marketing Strategies to Beat Your Competition and Bolster Your Bottom Line

Posted by Heather Sloan on Thu, Mar 08, 2018

Most insurers rely on traditional underwriting, accident prevention and claims tactics to bolster their bottom lines. However, savvy insurance leaders know that strong results require another critical component: powerful insurance marketing communication. 

Read More

Topics: insurance marketing, insurance marketing strategies

What’s the Difference Between Inbound Marketing and Content Marketing?

Posted by Heather Sloan on Wed, Feb 14, 2018

There are many marketing terms floating around … inbound marketing, content marketing and outbound marketing to name a few. Here’s a quick primer to help you keep them straight …

Read More

Topics: content writing

8 Secrets of Good Blogs

Posted by Heather Sloan on Mon, Jan 29, 2018

These days, it seems like everyone has a blog. For anyone trying to find success with content marketing, the competition can seem overwhelming. The truth, however, is that not all the blogs out there are good blogs. Some of them are downright bad. To rise above the noise, you need to know the eight secrets of good blogs.

Read More

Topics: blog writing