
In today’s insurance industry, success isn’t just about who you know—it’s about who knows you. As someone who has guided countless insurance professionals to build thriving books of business, I’ve seen firsthand how the right content strategy can make all the difference.
Many insurance professionals feel isolated in their journey. They know they’re capable of reaching seven-figure revenue, but the path there isn’t always clear. The key lies in a strategic approach to content creation that builds trust and recognition.
The Triple Crown of Awareness
To create meaningful connections with prospects, focus on three questions:
- What are you saying?
- How are you saying it?
- Where are you saying it?
Creating Content That Resonates
Your audience consumes information in three primary ways:
Visual Learners prefer video content, watching educational material and presentations. They want to see concepts explained and demonstrated.
Reading Enthusiasts gravitate toward written content like articles, blogs, and detailed explanations. They process information best through the written word.
Audio Consumers learn through listening, whether it’s podcasts during their commute or audio content during workouts.
The Five Pillars of Effective Content
Your content strategy should incorporate these key elements:
Educational Value: Share your expertise and insights about the insurance industry. Help prospects understand complex concepts.
Personal Stories: Share meaningful experiences that shaped your approach to insurance. This isn’t about vacation photos—it’s about relevant life lessons that connect to your professional expertise.
Case Studies: Demonstrate your success through real examples. Show the problems your clients faced, your process for solving them, and the results they achieved.
Credibility Builders: Highlight achievements, awards, and recognition that showcase your expertise. Include client testimonials that validate your approach.
Strategic Calls to Action: Occasionally invite prospects to take the next step, whether it’s joining a webinar or scheduling a consultation with you.
Building Trust Through Consistency
Creating effective content isn’t about overnight success. It requires patience and dedication to:
- Deliver regular value to your audience
- Share authentic insights from your experience
- Build genuine connections before asking for business
- Maintain a steady presence across your chosen platforms
Moving Beyond Fear
Many insurance professionals hesitate to create content due to:
- Fear of judgment
- Fear of comparison
- Fear of failure
However, these fears shouldn’t hold you back. Remember that your expertise and experience are valuable resources that can help others navigate their insurance decisions.
The Path Forward
Success in today’s insurance industry requires more than the traditional sales approaches. By creating meaningful content that educates and builds trust, you position yourself as a trusted advisor.
When prospects eventually meet with you, they’ll already feel like they know and trust you—making conversations more productive and meaningful.
Today’s prospects need more value upfront than ever before. Start small if needed, but start somewhere. Choose one content format that feels natural to you, focus on providing genuine value, and build from there. Your future clients are out there, waiting to hear your unique perspective and benefit from your expertise.
Resources:
-
- Connect with me on LinkedIn: linkedin.com/in/andyneary/
-
- Connect with me on Instagram: instagram.com/andy_neary/
Business is no longer about who you know. Business is about who knows you. In a noisy industry like we’re in gang, you got to get people to know who you are.