Heather Sloan

Recent Posts

Insurance Marketing Ideas: How to Leverage LinkedIn to Build Your Business

Posted by Heather Sloan on Fri, Dec 31, 2021

When it comes to B2B insurance marketing, there's perhaps no tool that is more cost-effective than LinkedIn. LinkedIn says that 40% of B2B marketers cited LinkedIn as the most effective channel for high quality leads, and marketers reported up to two times higher conversion rates on LinkedIn. Given this, it’s not surprising that LinkedIn earned the top spot as the number-one rated platform for B2B lead generation. If you’re looking for insurance marketing ideas, you’ll do well to focus on LinkedIn.

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Topics: insurance marketing ideas, LinkedIn

Your Internal Communication Strategy Template: A Roadmap for Retention

Posted by Heather Sloan on Mon, Nov 22, 2021

The workforce is undergoing a major shift. To boost engagement and retain talent, employers need to level up their internal communication strategies.

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Topics: Internal Communication Strategy

How to Optimize B2B Marketing Online in 10 Easy Steps

Posted by Heather Sloan on Tue, Nov 16, 2021

The pandemic forced people to stay inside, but it didn’t keep them from shopping. People are buying everything from groceries to insurance via the internet. As a result, online channels have taken on a new level of importance for both personal and business purchases, and the impacts may be long lasting. If your online presence is less than stellar, you need to act now.

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Topics: b2b marketing, How to Optimize B2B Marketing Online, B2B Marketing Online

Your Insurance Content Library: 20 Pieces Every Insurer Should Have

Posted by Heather Sloan on Fri, Oct 29, 2021

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.

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Topics: insurance content

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:

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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.

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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.

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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.

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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.

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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.

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Topics: B2B insurance marketing, marketing during a pandemic

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