Your Producers Are Creating Content. Here’s Why They’re Not Getting Results.

Content for content’s sake is a waste of time.

Everyone’s creating content, but very few are moving the needle.

The problem isn’t that your producers aren’t posting. The problem is what they’re posting, and more importantly, why they’re posting it.

The Three Fatal Mistakes

Mistake #1: You’re Building Someone Else’s Brand

Your producers are out there posting about how great your agency culture is. Team lunches. Office celebrations. Behind-the-scenes photos.

That’s fantastic for recruiting. Seriously, keep doing it if you need to hire.

But if your producers are trying to attract business owners, that content is doing nothing for you. Business owners don’t care about your ping pong table. They care about their risk management, their bottom line, and whether you can actually solve their problems.

You’re creating recruiting content when you need sales content.

Mistake #2: Everyone’s Flying Solo

Your producers are posting whatever they want, whenever they feel like it. No alignment with the agency’s core values. No consistency with your value proposition. No integration with what the agency is saying on its company page.

It’s chaos disguised as “personal branding.”

Here’s what happens: A prospect sees your agency post about risk management on Monday. Then they see your producer post about their weekend golf game on Tuesday. Then nothing for two weeks. Then a random article share on Friday.

There’s no strategy. No cohesion. No reinforcement.

Mistake #3: Inconsistency Kills Credibility

You know what’s worse than not posting at all? Posting for three weeks, going silent for a month, then coming back with a burst of activity before disappearing again.

Inconsistent posting tells prospects one thing: You can’t follow through.

If you can’t maintain a simple content schedule, why would they trust you to service their policies year after year?

What Actually Works

The agencies winning with content right now aren’t doing anything revolutionary. They’re just being strategic about three things:

Alignment: Every piece of producer content reinforces the agency’s core message. Personal brand? Yes. But in service of the bigger brand.

Value: Content speaks directly to the target audience’s actual problems. Real business issues with real solutions.

Consistency: Company page posts weekly. Producers post strategically. Everyone shows up, every week, without fail.

Think of it this way: Your agency page is the foundation. Your producers are the amplifiers. Together, you’re building thought leadership that actually drives results.

Here’s what you can do right now:

Audit your last 30 days: Look at your company page and your producers’ profiles. Is the content aligned? Is it consistent? Does it speak to your target client’s problems?

Define the strategy: What’s the agency message? What should producers be amplifying? What’s the posting schedule?

Get help if you need it: If you’re struggling to make this work, that’s exactly why we built the Agency Growth Accelerator program. We help agencies create content strategies that integrate producer brands with agency messaging, and we help you execute consistently.

Your producers want to build their brands. Your agency needs thought leadership. These goals aren’t in conflict, but only if you have the right strategy.

Stop treating content like a side project. Start treating it like what it is: a core part of your sales and retention engine.