How to Build Insurance Thought Leadership in Three Easy Steps

10 January, 2022

Right now, people are desperate for reliable information. Insurance professionals can seize this opportunity by establishing themselves as trusted thought leaders, but first, they’ll need to demonstrate their value. Building insurance thought leadership requires a strategic effort, but when you use ghostwriting services that cater to the insurance industry, it doesn’t have to require a lot of your time.

Trust Is Down

According to the Edelman 2021 Trust Barometer, trust in news sources has fallen to record lows. Meanwhile, business has emerged as the most trusted institution and the only institution that is seen as both ethical and competent.

Thought leadership can thrive in this environment, but there’s a catch. LinkedIn’s 2021 B2B Thought Leadership Impact Study found that thought leadership is critical to customer engagement, but due to a flood of low-quality content, it’s harder than ever to get attention and demonstrate value. To succeed today, it’s important to demonstrate your credibility and authoritativeness without losing sight of the human element.

Becoming a Thought Leader Doesn’t Have to Be Hard

As an expert in your field, you already have great thoughts and ideas to share. The problem comes when you try to organize them into well-written, engaging articles. That can take a lot of time, and you’re busy with all the other tasks demanding your attention.

Getting eyes on your articles can present another challenge. The internet is crowed, and no matter how great your content is, you can’t assume that people will simply stumble upon it. To get the attention that your ideas deserve, you need a distribution strategy, eye-catching images and attention-grabbing titles.

At this point, you might be thinking that building insurance thought leadership sounds difficult and time-consuming. It doesn’t have to be.

When you use ghostwriting services, you can get your ideas out into the world – without all the hassle.

Become a Thought Leader in Just Minutes a Week

If you can spare a few minutes out of your day, you have the time needed to build insurance thought leadership. It just takes three simple steps.

Insurance Thought LeadershipStep One: Get a Loom Account

Loom is a video messaging service. It was founded in 2015, and it’s now used by about 14 million people and 200,000 companies, and for good reason. It’s a great, easy way to record and share your thoughts. It has a lot of practical applications in the business world, and one of them is recording your ideas to share with a ghostwriting service. That’s why getting a Loom account is the first step in building your thought leadership.

To get a Loom account, sign up using your email address or with a Google, Apple, Slack or SSO account. The basic account is free, but it only offers up to 25 videos per person, and the maximum video length is five minutes.

If that’s not enough for you, Loom also offers Loom Business accounts. These accounts require a small fee, but you get unlimited videos and recording length. If you’re not sure which type of account you need, you Loom is currently offering a free 14-day trial of Loom Business, so you can give it a try and see what you think.

Insurance Thought LeadershipStep Two: Keep a Journal of Your Thoughts

How often do you have a great idea that you then forget about? How often do you have to explain the same complicated concept that you understand well?

These topics are perfect for thought leadership, but you need to capture them before they slip from your mind. Keep a journal handy. When an idea comes to you, jot it down. You don’t need to worry about fleshing the idea out right now. Just write down the basic concept so you can return to it later. This way, you don’t forget anything when you get busy.

Insurance Thought LeadershipStep Three: Schedule Time to Record Your Thoughts

Now that you have a journal with your topic ideas, you need to set aside a little time to record your thoughts. The schedule is up to you, but it can work well to do this once a week, maybe on a Friday afternoon or whenever you have a little downtime.

For the recording, take one of your ideas and start talking about it. You goal is to record your thoughts and your vision for the article. That’s it. It’s OK if some of your thoughts are unorganized, or if you don’t have the statistics on hand to back up some of your claims. All you’re doing is getting your thoughts recorded, and sharing your perspective with the ghostwriter so they can better capture your voice.

Let Your Ghostwriter Take It from There

Once you have your recording, you’ve done your part. A ghostwriter can take it from there.

The ghostwriter’s job is to take your ideas and make them shine. The ghostwriter will:

  • Organize your ideas into a cohesive outline.
  • Research facts and statistics that can be cited in the article to back up your claims, as needed.
  • Write an engaging article with attention-grabbing titles and subtitles.
  • Optimize for SEO.
  • Proofread the article for errors that detract from your ideas. This can be done using the AP Stylebook or your organization’s house style guide.
  • Distribute the article via your website and social media feeds. Articles can also be submitted to trade journals.

Become a Thought Leader

You have the ideas needed to build insurance thought leadership. Let Inbound Insurance Marketing take it from there. We specialize in the insurance industry, and we can work with you to make your ideas shine and to help you build the reputation of a respected thought leader. Contact us to learn more.