Content ActivationNEW
Turn one white paper into 12 coordinated promotional assets.
Explore Content ActivationInsurance White Paper Writing
Insurance white paper writing that turns expertise into leads and authority
Prospects download information long before they reach out to your company. We turn your experts’ knowledge into white papers, market reports and guides that earn that first “yes,” and give search engines and AI tools something worth citing.
White papers
The definitive answer with your name on it
Key advantages
- Become the definitive source that others cite
- Share on your website
- Use in thought leadership campaigns through industry news journals
- Research backed
- Based on interviews with your in-house experts
Why white papers
Earn the first “yes” before the first meeting
Early-stage buyers are researching, not ready for a quote. A valuable download meets them where they are, turns an anonymous visitor into a lead, and positions your experts as the people to call when they are ready.
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Lead generation
A gated white paper or guide turns website visitors into contacts your sales team can nurture.
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Expert authority
In-depth, original insight shows brokers, buyers and partners that your team truly knows the market.
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AI and search visibility
Substantive, well-sourced resources are exactly what search engines rank and AI tools cite.
What we create
White papers, market reports and downloadable resources
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White papers
In-depth perspectives on emerging risks, industry trends, regulations and solutions.
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State of the Market reports
What your executives are seeing, packaged for brokers, buyers or partners.
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Guides and e-books
Practical, step-by-step resources your audience will keep and share.
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Buying guides and comparisons
Help buyers evaluate options, with your expertise framing the decision.
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Checklists and scorecards
Quick, high-value downloads that convert well and are easy to promote.
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Designed and ready to publish
Professionally designed PDFs with charts, callouts and your branding.
Risk Spotlight
Beyond Firewalls: Safeguarding Your Business Against AI-Driven Attacks
Written for an insurance agency, this five-page Risk Spotlight helps business clients understand how AI is changing cyber risk, and why cyber insurance belongs in their plan. Short, sourced and designed, it gives producers a timely reason to start a conversation.
- +How cybercriminals use your technology against you
- +The business impact of AI-powered threats
- +Cyber insurance as a strategic safeguard
How it works
From a conversation to a designed report
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01
Interview your experts
A phone or video conversation captures your team’s thinking. Only have a topic? We’ll research it.
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02
Outline and title
We shape the story, structure and a title your audience will want to download.
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03
Write and design
An insurance-experienced writer drafts it, and our designer turns it into a polished PDF.
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04
Launch and reuse
We help you gate it, promote it and turn it into blog posts, LinkedIn content and sales tools.
Match content to the buyer’s journey
The right download for every stage
Your website should be a lead-conversion tool, not an online brochure. If it isn’t generating leads, it may be missing downloadable content for buyers at each stage.
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Top of funnel
Buyers starting their research
- White papers
- E-books
- FAQ sheets
- Buying guides
- Infographics
- Decision trees
- Checklists and scorecards
Keep it general and unbiased. Educate first.
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Middle of funnel
Buyers who understand the problem and want solutions
- Case studies
- Step-by-step guides
- Tale of two comparisons
- Videos and podcasts
- White Papers
Show how problems like theirs get solved.
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Bottom of funnel
Buyers making a final decision
- Customer testimonials
- Product literature
- What to expect: implementation timelines
- ROI calculators
- Success stories
Give them the confidence to choose you.
To gate or not to gate? Most marketers now keep blogs and infographics open and gate premium resources like white papers, case studies and buying guides.
Get more from every white paper
One report, months of content
A white paper holds enough insight to fuel blog articles, LinkedIn carousels, newsletter features, sales follow-ups and stat posts.
Article Subscriptions
Pair your white papers with a steady cadence of articles that promote them.
Explore article subscriptionsContent RejuvenationNEW
Refresh an older report with current data so it keeps generating leads.
Explore Content RejuvenationWhat is a white paper?
An in-depth document on a specific topic, usually a downloadable PDF used in B2B content marketing. Compared with blog articles, white papers are typically more researched and supported with charts and visuals.
What can insurance white papers be about?
Industry trends, emerging risks, regulatory changes, market conditions and opportunities, along with practical solutions, advice and tips. The best topics come from the problems your target audience is facing right now.
Should white papers be gated?
Often, yes, because a form turns readers into leads. It works best when you also offer ungated content that shows the quality of your thinking. Your strategy and audience should decide.
How long should a white paper be?
Most run several pages, and some run much longer. Concise is better: a tight, two-page paper with unique information beats a long, wordy one.
What visual elements should a white paper include?
Subheadings, bullet lists and callout boxes make it scannable. Charts work well for numerical data, and diagrams or maps help where relevant. Our designer handles the layout.
Do you need our experts’ time?
A short interview is usually enough. Your experts provide the insight; we handle research, writing, design and revisions.
Can you work with our legal and compliance team?
Yes. Most of our clients route content through legal and compliance review. We integrate their changes at no added charge, and every piece comes with documented sources to make their review easier.
Showcase your expertise
Book a call to talk through a topic, and we’ll show you how one report can generate leads for months.