The Four Pillars of Building Trust Through Content

I’ve found that one of the greatest feelings is when I get on the phone with a prospective advisor or agency and they say, “Man, I feel like I know you already.” That’s the power of building trust through content before ever meeting in person.

Building trust with your prospects is crucial for growing your business and attracting the right clients. In this article, we’ll explore the four pillars of creating content that effectively connects with your ideal insurance clients and turns those connections into meaningful conversations.

Pillar 1: Define Your Brand

Before creating content, it’s essential to understand your brand, whether it’s your individual brand or your agency’s brand. Consistency is key when representing your brand across various channels, such as email, social media, webinars, speaking engagements, or podcasts.

To define your brand, ask yourself two important questions:

What makes you unique in the insurance industry?

What problem do you solve better than anyone else in your market?

Answering these questions will help you create a consistent brand that resonates with your target audience.

Pillar 2: Identify Your Ideal Client

To create content that speaks directly to your ideal clients, you need to identify who they are. Don’t get distracted by chasing likes and comments on your posts from your peers.

Instead, focus on your favorite client, and think about the following:

Who is your ideal client demographically? (Industry, size, location, job title)

Who are they psychographically? (Beliefs, values, decision-making process, how they treat you)

Understanding your ideal client’s psychographics allows you to create content that resonates with them on a deeper level.

Pillar 3: Craft Your Message through Storytelling

Effective content is all about being a good storyteller. Use the seven-part story framework to create compelling content:

  • Hero (your ideal client)
  • Goal (what they want to achieve)
  • Problem (what’s keeping them from the goal
    Guide (you)
  • Plan (your solution)
  • Failure (what they want to avoid)
  • Success (the desired outcome)

When creating content, focus on personal stories and education. Share your unique experiences and beliefs to help your prospects get to know you better. Provide educational content that demonstrates your expertise and helps your prospects trust you as someone they can learn from.

Pillar 4: Focus on Your Prospects

Your primary goal when creating content is to speak directly to your prospects. Avoid getting caught up in creating posts that only your peers will like. Instead, put on blinders and focus on creating content that serves your ideal clients.

Remember, it’s about performance over popularity. You want to attract the right people, grow your book of business, and work with great clients who make your job easier. By getting laser-focused on who you’re trying to attract and creating content that serves them, you’ll be able to turn connections into conversations and, ultimately, into clients.

By following these four pillars – defining your brand, identifying your ideal client, crafting your message through storytelling, and focusing on your prospects – you’ll be able to create content that builds trust with your prospects before you ever walk in their door. Consistency, authenticity, and a deep understanding of your target audience are the keys to success in content marketing.

Start your journey today and let us help you reach your full potential.
What we teach isn’t traditional, but it works.

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No matter how long you’ve been around, the truth is, not enough people know you exist. The way we sell today is vastly different from 30 years ago, and we want to help you succeed in the present.




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.

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