Nick Berry

Outlast, Outwork, Outshine: The Insurance Agent’s Blueprint for Long-Term Content Marketing Success

Let’s get one thing straight: Your customers don’t care about your website. They aren’t sitting around waiting to read your latest blog on homeowners insurance. In fact, most of them barely understand what you do, let alone why it matters to them. So why should you bother with content marketing?

Because it’s the single most powerful tool in your arsenal to cut through the noise, grab attention, and actually build relationships that lead to sales.

Think about it: Your customers are bombarded with offers every day. Big-name insurance companies are pouring Billions into ads, throwing jargon at them, and expecting loyalty. But guess what? People don’t buy insurance because of catchy jingles—they buy because they trust the person offering it. And that’s where you come in.

Content marketing isn’t a sales pitch. It’s your secret weapon to get in front of potential clients with zero pressure and all value. Instead of shouting about policies and premiums, you’re giving them something they can use—real information that speaks to their needs. You’re positioning yourself as the expert they want to turn to when the need arises, whether that’s today or a year from now.

But let’s cut the fluff. Content marketing only works if you play the long game. If you’re looking for quick wins or an overnight flood of leads, this isn’t your book. You’re going to build your authority one blog, one video, and one social post at a time, and it’s going to take persistence. But when done right, it’s a game-changer. The payoff? Clients who come to you because they already see you as their go-to expert.

And here’s the kicker: Content marketing is simple. It’s about consistency, creativity, and speaking the language your audience actually understands. No overthinking, no complicated strategies—just showing up with valuable content, week in and week out.

By the end of this book, you’ll know exactly how to create a content marketing strategy that gets results. Not pie-in-the-sky ideas, but actionable steps you can take starting today. We’ll walk through everything from building your content foundation to distributing it where it matters. You’ll learn how to write for your audience, not at them, and how to become the local expert people can’t wait to reach out to when they need insurance.

So, if you’re tired of feeling invisible and ready to become the authority in your market, let’s get to work. Content marketing isn’t just a tool—it’s the strategy that will set you apart from the competition.

Foundations of a Content Strategy

Let’s get real: Throwing content at the wall and hoping something sticks is a waste of time. You don’t have hours to burn writing blogs that no one reads. If you’re going to do this, you need a clear plan. That starts with defining your foundation, and here’s the first truth bomb: You don’t need to talk about everything.

In fact, trying to be everything to everyone is the quickest way to burn out and blend into the noise. The most successful agents narrow their focus to a handful of key services and absolutely dominate those topics.

So, what’s the foundation of your content? Pick two or three key areas—the services that you know you can knock out of the park. Are you a rockstar at homeowners insurance? Does your agency crush it with small business owners? Pick the services that are not only profitable but also allow you to add the most value.

These are your content silos—the pillars that hold up your entire content strategy. And once you’ve picked them, don’t stray. Stick to these like glue. Don’t try to be a jack-of-all-trades. The agents who succeed with content marketing are laser-focused on their core offerings, and they hammer those messages home with relentless consistency.

Example: Three Core Content Silos for an Insurance Agent

Let’s say you’re focused on:

Homeowners Insurance – Bread and butter. It’s easy to find leads, and people need it.
Commercial Auto Insurance – Business owners who rely on fleets or vehicles are gold mines.
Business Owner Policies (BOPs) – Package policies that solve complex needs for small and medium businesses.

Now, each of these becomes a silo. Everything you write, record, or post should fall into one of these categories. Not only does this simplify your life, but it helps build authority fast. When people think about homeowners insurance, they’ll think of you. When someone mentions commercial auto, guess who’s top of mind? That’s the power of focusing on silos.

Setting the Right Goals (Because Winging It Isn’t a Plan)

Let’s be clear: posting random blogs without a plan is a recipe for failure. You need clear goals from the start. What are you trying to achieve? If your answer is “get more leads,” that’s too vague. Here’s how you break it down:

SEO Goals: Do you want your content to rank on Google? You need a strategy for targeting the right keywords, but don’t get overwhelmed by SEO talk. Start simple: What are your clients searching for? Homeowners insurance tips? Commercial auto insurance requirements? Make your content answer those exact questions.
Lead Generation: Content that converts needs clear calls to action. Every blog, video, or social post should push the reader to take the next step. Whether that’s downloading a guide, getting a quote, or subscribing to your newsletter—you need to ask for it. If you’re not telling your audience what to do next, you’re wasting their time and yours.
Client Education: The more your clients know, the more they trust you. And the more they trust you, the more they buy. It’s that simple. If you can educate them on things like “how to pick the right coverage” or “what to do after an accident,” you’re becoming their trusted advisor without even selling.

Consistency is King

You can have the best ideas in the world, but if you don’t show up consistently, you’re dead in the water. Posting once every few months won’t cut it. You need to set a realistic schedule and stick to it. Not just for a few weeks, but for the long haul. Remember, content marketing isn’t a quick fix—it’s a slow burn that pays off over time.

Start small: Aim for one blog post or video per week. Once you’ve got the rhythm, scale it up. But don’t make the mistake of biting off more than you can chew. Burnout is real, and if you try to churn out too much too soon, you’ll flame out faster than you think. Consistency beats volume every time.

Here’s What You Need to Do Right Now:

Pick Your Silos – Choose two or three core areas you want to focus on.
Set Your Goals – Be clear on what you want: SEO traction? Leads? Client education?
Create a Schedule – Commit to a regular publishing calendar. Start small, and then ramp up.

No excuses. This is how you build a content strategy that actually works. Forget the noise about “viral content” or “hacks.” You don’t need tricks, you need a solid foundation and a plan to stick to.

Developing Content Ideas for Insurance Niches

Let’s be blunt: Nobody cares about your insurance agency. Not until you give them a reason to. And trust me, the “we’ve been in business for 20 years” line isn’t going to cut it. Your content needs to grab their attention, solve their problems, and actually be worth reading. That means you can’t just churn out boring articles about policy details. You need to create real content that’s useful, engaging, and speaks to their pain points.

Here’s how you dominate your niche with killer content ideas for each of your core services.

1. Homeowners Insurance: Content That Stands Out

Homeowners insurance is competitive, so you’ve got to come at it from every angle. Forget dry explanations of policies—your audience wants practical, relatable content that makes sense for them. Here are some ideas to set you apart:

Top 5 Hidden Benefits of Homeowners Insurance – People always think it’s just for fires and floods. Show them the extra coverage they might not know about, like protection for personal liability or temporary living expenses if their home becomes unlivable.
How to Choose the Right Homeowners Insurance Without Overpaying – Break down the confusion and jargon. Explain what they actually need and how to avoid paying for coverage they don’t. No one likes feeling like they’re overpaying, and this content positions you as a trusted advisor.
What to Do After Property Damage – People are stressed and clueless when disaster strikes. Guide them through the claims process, step-by-step, so they know exactly what to do. This kind of content sticks because it’s relevant in high-stress moments.
Local Tips: Protecting Your Home in [Your City] – Tailor content to the unique risks in your region. Is it a flood zone? Do you get wildfires? People need to know how to prepare, and they’ll turn to you for region-specific advice. Localization makes you more relatable and connects with your audience on a deeper level.
Adjacency Content: Go Beyond Insurance – Want to really hook homeowners? Talk about home tech trends (like smart security systems) or interview local artisans who work with homeowners. By positioning yourself as more than just an insurance provider, you become the go-to resource for anything home-related.

2. Commercial Auto Insurance: Speak to Business Owners’ Real Needs

Most business owners think they can skate by with personal auto insurance for their work vehicles. They’re wrong, and it’s your job to show them why. But again, just listing policy features isn’t enough. You need to hit their pain points and show them how commercial auto insurance actually protects their livelihood.

Top 3 Reasons Your Business Needs Commercial Auto Insurance – Don’t just tell them they need it—show them the risk. Talk about how a single accident could cost them thousands in out-of-pocket expenses if their personal insurance doesn’t cover commercial claims.
Personal vs. Commercial Auto Insurance: What’s the Difference? – Clarify the confusion around coverage limits, usage, and risks. Spell it out simply, and explain why using personal coverage for business purposes is a gamble that’s not worth taking.
What to Do After a Commercial Auto Accident – Practical, step-by-step advice that business owners can use when they’re in a jam. Bonus: Offer a downloadable accident checklist they can keep in their vehicles.
Local Business Spotlight: How [Company Name] Relies on Their Fleet – Here’s a pro tip: Feature local businesses that depend on commercial vehicles, like florists or delivery services. Show how insurance protects their assets. Not only does this provide a real-life example, but it also builds goodwill with local companies who may share the content.
Adjacent Content: Maintenance Tips from Local Mechanics – Partner with a local auto shop to create content around commercial vehicle maintenance. It’s relevant, it’s local, and it’s useful to your audience. Plus, it positions you as someone who understands the full scope of their needs—not just insurance.

3. Business Owner Policies (BOPs): Be the Guide for Small Biz

Small business owners have a lot on their plate, and insurance is usually the last thing they want to think about—until they need it. Your job is to show them why BOPs are non-negotiable, and make it easy for them to understand how this type of coverage protects what they’ve worked so hard to build.

The Small Business Owner’s Guide to BOPs – Forget the jargon. Break down what a BOP actually does, in plain English, and why it’s a lifesaver for business owners juggling multiple responsibilities. Cover everything from property damage to liability protection, so they see how it fits their needs.
How BOPs Protect Your Business from the Unexpected – Use real-world examples (without names) to show how BOPs have saved small businesses from going under after a disaster. Nothing resonates more than real-life stakes.
Tailoring Your BOP: What’s Right for Your Business? – Every business is different, so help owners understand how to customize their policy to match their specific needs. Walk them through the options and show how to avoid one-size-fits-all solutions.
Local Success Stories: Small Businesses Thriving with the Right Insurance – Focus on businesses in your community. Without naming names or diving into specifics, you can tell stories of how small companies were protected because of their BOP. People love knowing how others like them were saved by the right coverage.
Adjacent Content: Networking in [Your City] – Offer insights into the best local business events, networking spots, or workshops in your area. Discuss the value of networking and slip in a mention of the importance of proper insurance for businesses that are scaling.

Action Steps for Killer Content Ideas:

Identify Your Core Themes – Stick to the silos: homeowners, commercial auto, and BOPs. Don’t get distracted by trying to cover every insurance product under the sun.
Mix It Up – Alternate between product-focused content (like the nuts and bolts of coverage) and adjacent content (local businesses, home improvement tips, vehicle maintenance). Keep it fresh.
Get Local – Tailoring content to your region is a huge differentiator. People want to know you understand the unique risks and needs in their area. Use that to your advantage.

Don’t overthink it. The best content speaks directly to your audience’s pain points, offers real solutions, and positions you as the expert. Get specific, stay relevant, and always add value.

Content Creation Techniques: Make Every Piece Count

Here’s a harsh reality: Most insurance content is boring. If you want to stand out, you need to ditch the dull, corporate speak and create content that hits your audience where it matters. The good news? You don’t have to be a professional writer, videographer, or graphic designer to do it. You just need a few smart techniques to make your content pop.

Let’s cut through the fluff and get into the real ways to make every piece of content work for you.

1. Batch Writing: The Secret to Staying Consistent

Content marketing isn’t hard; staying consistent is. If you’re constantly scrambling to write a blog post the day before it’s supposed to go live, you’ll burn out faster than you think. Here’s the pro move: Batch your content creation. This means sitting down for a few hours and banging out multiple pieces of content at once.

Why It Works: You get into a flow state. Writing one blog post here and there breaks your focus, but writing three posts in one sitting keeps you locked in. Plus, it saves you the hassle of having to reinvent the wheel every week.
How to Do It: Start by blocking off a chunk of time—let’s say 2-3 hours. Focus on one silo (e.g., homeowners insurance) and write two to three blog posts on that topic in one go. Don’t worry about making them perfect. Just get the ideas down and clean them up later.
Pro Tip: Once you’ve written a few posts, don’t publish them all at once. Drip them out over time by scheduling them in advance. This gives the illusion that you’re constantly producing fresh content, while you’re actually staying ahead of the game.

2. Repurposing Content: Work Smarter, Not Harder

Here’s a hot take: You’re sitting on a goldmine of content and you don’t even know it. Every blog post you write, every social media post, every video—each one can be repurposed into multiple pieces of content. The trick is to break it down and repackage it in different formats. Why reinvent the wheel when you can just give it a fresh coat of paint?

Turn Blog Posts Into Social Posts: Take the main points from your blog and break them into bite-sized chunks for your social media channels. A single blog post can give you five or six solid LinkedIn updates, Facebook posts, or tweets.
Turn FAQs Into Videos: Do you have a frequently asked questions (FAQ) section on your website? Turn each question into a 30-second video. People love quick, digestible content, and video has the added bonus of being more engaging.
Turn Case Studies Into Guides (even without specific names or details): Every time you help a client navigate a claim or find the right policy, you’ve got a story worth sharing. Turn that experience into a step-by-step guide for your audience. This positions you as the expert without needing to disclose sensitive details.
Turn Blog Series Into Ebooks: Got a few blog posts on the same topic? Bundle them together into a downloadable ebook. Lead magnets like ebooks are perfect for capturing email addresses and building your list.

3. Mixing Up Content Types: Keep Your Audience Hooked

Let’s face it: No one wants to read a 500-word block of text every single time they visit your site. You’ve got to mix up your content types to keep people engaged. Here’s what that looks like:

Blog Posts: The bread and butter of your content. But here’s the catch—you don’t need to write novels. Short, punchy blog posts (400-600 words) often perform better than long-form content because they get to the point faster.
Videos: Video is a game-changer. Even a one-minute video explaining common insurance myths can outperform a blog post on the same topic. Don’t overcomplicate it—shoot it on your phone, speak clearly, and get to the point.
Infographics: People love visuals. If you’re explaining something complicated (like coverage options or claim processes), an infographic can make it crystal clear. Tools like Canva make it easy to create professional-looking graphics without hiring a designer.
Guides and Checklists: Downloadable content is your secret weapon. Guides, checklists, and templates that simplify insurance for your audience are highly valuable. For example, a “Homeowners Insurance Claim Checklist” gives readers something practical they can use—and keeps your brand top of mind.
Email Newsletters: Don’t sleep on email. A well-written weekly newsletter is one of the most effective ways to distribute your content and keep clients engaged. Keep it simple: one key piece of content (like a blog post or video), a few bullet points, and a strong call to action.

4. The Power of Headlines: Stop the Scroll

If your headline doesn’t grab them, your content might as well not exist. 80% of people will read the headline, but only 20% will click through. That means if your headlines are weak, all your hard work is for nothing. You need to stop people mid-scroll with a headline that demands attention.

Be Specific: Vague headlines are dead on arrival. Compare “Homeowners Insurance Tips” to “3 Hidden Benefits of Homeowners Insurance You Never Knew About.” The second one pulls you in because it promises something specific and unexpected.
Create Curiosity: Use curiosity to your advantage. Headlines like, “Why Your Personal Auto Insurance Won’t Cover Your Business Vehicle (and What to Do About It)” force people to click because they need the answer. Leave a question hanging that your audience needs to resolve.
Use Numbers: Numbers catch the eye and promise quick takeaways. A headline like, “5 Simple Ways to Lower Your Homeowners Insurance Premiums” tells the reader exactly what they’re going to get and how many tips to expect.

5. Calls to Action: Don’t Be Afraid to Ask

Here’s a harsh truth: If you don’t ask, you don’t get. Every single piece of content you create should have a clear call to action (CTA). If someone is taking the time to read your blog, watch your video, or scroll through your social post, don’t waste the opportunity by not telling them what to do next.

Be Direct: “Get a Quote Now.” “Call Us Today.” “Download the Free Guide.” Don’t dance around the CTA with fluffy language. Tell your audience exactly what action you want them to take.
Make It Easy: The fewer steps, the better. If you want them to get a quote, link them directly to the quote page. If you want them to call, provide the phone number. Reduce friction so it’s easier for them to say yes.
Create Urgency: Use urgency sparingly but effectively. Phrases like “Get a Quote Today and Save 10%” or “Download Now Before the Offer Expires” create a sense of immediacy that moves people to act.

Action Steps to Maximize Your Content Creation:

Batch Your Content – Schedule a few hours to write multiple blog posts, then schedule them over time.
Repurpose Everything – One piece of content can become five. Break it down and use it in different formats across platforms.
Diversify Your Formats – Use blogs, videos, infographics, and guides to keep your audience engaged and coming back for more.
Master the Art of Headlines – Spend time crafting headlines that grab attention. It’s the first—and sometimes only—thing people will see.
Always Have a CTA – Tell your audience what you want them to do next. Every. Single. Time.

Stop wasting time on content that no one reads or cares about. Focus on creating smart, actionable, and engaging content that moves the needle for your agency. That’s how you make content marketing actually work for you.

Distributing Your Content Effectively: Content Without Distribution is Dead

Here’s a brutal truth: If your content doesn’t get seen, it might as well not exist. You can write the best blog post in the world, but if nobody reads it, what’s the point? The biggest mistake insurance agents make is thinking that creating content is the finish line. It’s not. Distribution is where the magic happens. If you’re not putting serious effort into getting your content in front of people, you’re leaving money on the table.

You’ve got to treat distribution like the real game, not an afterthought. Here’s how to make sure your content doesn’t just sit there gathering digital dust.

1. Email Marketing: The Workhorse You’re Probably Ignoring

Don’t sleep on email. It’s the single most effective content distribution tool you have, period. Every single one of your clients and prospects has an email address, and if you’re not showing up in their inboxes regularly, someone else is.

Build Your List: If you don’t already have a segmented email list, what are you doing? You need to be growing that list constantly. Add every client and prospect to it. Use lead magnets (like ebooks, guides, or checklists) to capture emails from new visitors on your site.
Send Regular Newsletters: A weekly or bi-weekly newsletter is the perfect way to keep your audience engaged. But nobody wants to read a novel—keep it short, punchy, and to the point. Offer value right away. Include one main piece of content (like a blog post, video, or tip), add a few links to useful resources, and wrap it up with a clear call to action.
Segment Your Audience: Don’t blast every piece of content to your entire email list. Segment it by audience type—homeowners, business owners, auto insurance clients, etc. This lets you send specific content that actually matters to each group. The more personalized the email, the better the engagement.
Pro Tip: Always send emails from a real person, not a generic company address. People open emails from John@YourAgency way more than info@YourAgency.

2. Social Media: Pick a Lane and Own It

Let’s clear something up: You don’t need to be everywhere on social media. This is where agents go wrong—they spread themselves too thin trying to post on every single platform. Instagram, LinkedIn, Facebook, TikTok—if you’re doing them all, you’re probably doing none of them well. Here’s the key: Pick one or two platforms where your audience hangs out and go all in.

LinkedIn for B2B: If you’re focused on commercial auto or business owner policies, LinkedIn is gold. This is where business owners, decision-makers, and entrepreneurs spend their time. Post about topics that matter to them—risk management, protecting business assets, or employee liability. Engage with their posts, comment, and share content that positions you as a trusted resource.
Facebook for Local Audiences: Facebook is ideal if you’re working with homeowners and individuals. Join local groups, post content that addresses specific local concerns, and keep an eye on what your community is talking about. Sharing posts about local events, homeowners tips, or even highlighting local businesses gives your agency a local, human touch.
Repurpose and Reuse: Remember, you don’t need new content for every platform. Take your blog post, break it into smaller chunks, and share those as social posts. Use quotes, stats, or key takeaways. Turn a blog into a short LinkedIn post, or grab the highlights for a Facebook update. One blog post can give you 5-6 pieces of content easily.

3. Internal Linking: Stop Letting Your Content Die After One Post

You’re probably guilty of this: publishing a blog and then forgetting about it. That’s a rookie move. The easiest way to boost your content’s visibility—and your site’s SEO—is by internal linking. If you don’t know what that is, it’s simple: link your content to other pieces of content on your site.

Link to Other Blogs: Got an article on the top benefits of commercial auto insurance? Link it to a blog post about filing a commercial auto claim. Internal linking keeps people on your site longer, which Google loves, and makes your content work harder.
Link Back to Product Pages: Every blog post should link to a relevant product or service page. Don’t make people hunt for the next step. If someone’s reading about homeowners insurance tips, give them a clear path to your homeowners insurance quote page. The easier you make it for people to take action, the more likely they’ll actually do it.
Pro Tip: Whenever you publish a new post, go back and update old posts with links to it. This creates a content web that boosts SEO and keeps visitors bouncing from one article to the next.

4. Repurposing Content: You’re Not Done After Hitting Publish

We’ve touched on this already, but it’s worth repeating: You should be squeezing every ounce of value out of your content. Once you’ve published a blog post, that’s just the beginning. You can repurpose it across every channel you use.

Turn Blogs into Videos: Have a blog that’s performing well? Turn it into a short video. Post it on YouTube, Facebook, or LinkedIn, or even embed it back in the original blog post. Video content often gets more engagement than text, and it’s a great way to diversify your content mix.
Create Infographics: Data-heavy blog post? Turn the key points into an easy-to-read infographic. Share it on social media, add it to your email newsletter, and even use it as a lead magnet to capture email addresses.
Run Paid Ads: Got a blog post that’s killing it organically? Throw some money behind it. Boost the post on Facebook or LinkedIn to get even more eyeballs on it. It doesn’t take a huge budget—$5 or $10 a day for a week can give your best content a massive boost.

5. Create a Sustainable Distribution System

Consistency is everything when it comes to distribution. But trying to manually post on five different platforms, write newsletters, and keep up with your blog schedule? That’s a fast track to burnout. The key is to build a sustainable system that doesn’t drain all your time and energy.

Schedule Social Posts in Batches: Tools like Buffer, Hootsuite, or Later are lifesavers. Spend an hour once a week scheduling out all your social media posts for the week. That way, you’re not scrambling every day trying to figure out what to post.
Create a Distribution Calendar: Keep track of when you’ll post content on each platform, send emails, and update your website. This ensures you’re staying consistent without having to remember everything off the top of your head.
Recycle Old Content: Stop thinking you need to create brand new content all the time. Repost older content—most of your audience didn’t see it the first time anyway. Give it a new headline or a fresh intro, but don’t be afraid to reuse your best-performing posts.

Action Steps to Make Distribution Work for You:

Build Your Email List – Start capturing leads with lead magnets and grow your segmented email list.
Choose Your Social Channels – Focus on one or two platforms, and dominate those. Don’t spread yourself thin.
Use Internal Links – Keep people on your site longer by linking your blogs and services together.
Repurpose and Boost – Every piece of content should be used in multiple ways: videos, infographics, social posts, etc.
Schedule and Automate – Use tools to schedule posts and create a content calendar, so you’re not constantly on the back foot.

Distribution is everything. Content without a distribution strategy is just wasted effort. Make sure you’re not just creating valuable content but that you’re getting it in front of the right people—consistently. That’s how you turn content into results.

Content Consistency and Long-Term Planning: The Grind That Separates Winners From Losers

Let’s be real: Most people quit content marketing before they ever see results. They post a few blogs, maybe shoot a video or two, and when they don’t get immediate leads flooding in, they give up. That’s why their strategy fails—and why yours won’t.

Consistency isn’t glamorous. It’s not flashy. But it’s the difference between agents who dominate their market and those who fade into the background. Content marketing is a long game, and if you’re not ready to play that game, you might as well stop now. But if you’re in it for the long haul, you’re going to build authority, trust, and an unstoppable content machine that works even when you’re not.

1. The Myth of the Viral Post: Stop Chasing Shortcuts

Here’s a truth nobody wants to hear: Viral content is overrated. Sure, we’ve all heard stories about one blog post or one video blowing up and changing someone’s business overnight, but those are the exceptions, not the rule. The reality is that sustainable growth comes from showing up consistently, not from hitting a home run every time you step up to bat.

You’re not trying to go viral—you’re trying to build trust. And trust is built brick by brick, with every blog post, every social media update, every email. Slow, steady, and relentless. That’s how you win.

Action Tip: Set a realistic publishing schedule you can stick to, whether that’s one blog a week, two videos a month, or a daily social post. You don’t need to flood the internet with content, but you need to show up regularly so your audience knows they can count on you.

2. Create a Content Calendar: Your Roadmap to Staying Sane

Flying by the seat of your pants? That’s a losing strategy. The key to staying consistent is planning ahead, not scrambling at the last minute to throw something together. This is where a content calendar comes in. It’s your roadmap to keeping your content machine running smoothly, even when life gets busy.

How to Build a Content Calendar: Start by planning content around your key topics (homeowners insurance, commercial auto, BOPs) and break it down by format (blog, video, social posts). Set realistic deadlines for creating and publishing each piece. Your calendar should cover at least a month in advance, so you’re never scrambling.
The 80/20 Rule: Stick to the 80/20 rule—80% of your content should be value-driven (educational, informative, helpful), and only 20% should be directly promotional. Nobody wants to be sold to all the time. Focus on giving them something they can use, and they’ll come to you when they’re ready to buy.
Pro Tip: Include repurposing in your calendar. Schedule reposts of older content to fill gaps when you don’t have something new. One blog can become multiple social posts over time, and reposting is a great way to get more mileage out of your best work.

3. Reposting and Refreshing Content: Milk Your Best Content for All It’s Worth

Content creation isn’t about always churning out new stuff—that’s a recipe for burnout. The pros know that some of their best-performing content can be used again and again. Evergreen content—that’s content that stays relevant—should be repurposed, refreshed, and reposted to maximize its impact.

What’s Evergreen Content? It’s content that doesn’t have an expiration date. Think: “How to Choose the Right Homeowners Insurance” or “Top Reasons Businesses Need Commercial Auto Coverage.” This kind of content stays relevant for months, even years.
How to Refresh It: Take your top-performing posts and give them a facelift. Update stats, tweak the language, add a new intro or example, and then republish it. Google loves fresh content, and this simple update can give old posts new life in search rankings.
How to Repost It: Got a great blog from six months ago? Repost it with a fresh headline. Most of your audience didn’t see it the first time, and even if they did, they probably forgot about it. Don’t be afraid to repost old content—it’s not spam, it’s smart.

4. Content That Feeds the SEO Machine: How Consistency Builds Authority

Here’s the deal: Google loves fresh content. Every time you post something new, you’re giving search engines more to crawl, index, and rank. But it’s not just about quantity—it’s about showing up consistently. The more regularly you publish, the more authority your site builds over time. And trust me, the rewards compound.

Why Consistency Matters for SEO: Consistent content signals to search engines that your site is active and relevant. And every new piece of content you publish gives Google more chances to rank you for keywords that matter. If you’re publishing once in a blue moon, you’re leaving SEO opportunities on the table.
Internal Linking Boosts SEO: Every blog post should link to related content on your site. This doesn’t just keep readers on your page longer (which Google loves), but it also helps search engines understand the structure and relevance of your site. The more you link your content together, the stronger your site’s overall SEO becomes.
Pro Tip: Use tools like Google Search Console to track which posts are performing well and optimize them further. If a post is ranking well but could be stronger, update it with fresh insights, more internal links, or a stronger call to action. You’ll keep climbing the search rankings while keeping your content relevant.

5. Playing the Long Game: Why Patience Pays Off

Here’s the part nobody wants to hear: Content marketing is not an overnight success story. You’re not going to publish a blog today and have leads knocking down your door tomorrow. But the agents who stick with it? They see results. The payoff comes in the form of trust, authority, and long-term visibility.

It’s a Slow Burn: Content marketing is like planting seeds. You won’t see results right away, but if you keep showing up, watering those seeds with valuable content, you’ll start to see growth. And once it starts, it snowballs.
Compound Returns: Every piece of content you publish builds on the last. Each new blog post, social update, or video is another opportunity to get noticed by your audience and search engines. The more you produce, the more momentum you build. It’s like compound interest—your content works harder for you over time, without you having to do extra work.
Stay in the Game: Most agents quit when they don’t see instant results. But those who keep going? They win. The longer you stay consistent, the more authority you’ll build. And when people start to see you as the go-to expert, that’s when the leads start coming in without you having to chase them.

Action Steps to Stay Consistent and Plan Long-Term:

Create a Content Calendar – Map out your topics and deadlines for at least a month in advance. Be realistic about what you can commit to.
Repurpose and Refresh Content – Don’t let good content collect dust. Repost and refresh your best work regularly.
Focus on Evergreen Topics – Build a library of content that stays relevant and valuable long-term.
Play the Long Game – Content marketing is a marathon, not a sprint. Stay consistent, and the results will come.

Consistency isn’t sexy, but it works. Stop looking for shortcuts and start committing to the long-term process. That’s how you turn content into clients.

Measuring Success: Data Doesn’t Lie, But You Might Be Looking at the Wrong Numbers

Let’s be honest: Most people measure their content marketing all wrong. They’re chasing vanity metrics—likes, shares, and page views that look good on paper but don’t actually move the needle for your business. If you’re not tracking the right metrics, you’re just guessing. And guessing isn’t a strategy.

Content marketing is about results, not appearances. You don’t need to impress your boss with big numbers if those numbers aren’t translating into leads and sales. So, what should you actually be measuring? Here’s the truth: Revenue-driving metrics are what separate content strategies that win from those that waste time. Let’s break it down.

1. Traffic is Nice, Conversions are Better

Everyone loves seeing their site traffic spike. But let’s get real: Traffic doesn’t pay the bills—conversions do. You can get 10,000 people on your website, but if none of them are filling out a form, requesting a quote, or contacting you, that traffic is worthless.

Measure Conversion Rates: Instead of obsessing over how many visitors your site gets, track conversion rates. How many of those visitors are actually taking action? Whether it’s downloading a guide, subscribing to your newsletter, or filling out a contact form, those are the numbers that matter. A blog post with 50 views but a 20% conversion rate is more valuable than one with 500 views and no conversions.
Lead Generation: Is your content driving leads? Every piece of content you create should have a clear call to action (CTA), and you need to track how many people are taking that action. For example, if you write a blog post about homeowners insurance, how many readers are clicking through to your “Get a Quote” page? If that number is low, something’s broken, and you need to fix it.
Action Tip: Use tools like Google Analytics and heatmaps to track conversion paths. See where visitors are falling off and optimize those weak spots. Make your CTAs clearer, reduce friction in your forms, and watch those conversions climb.

2. Engagement Over Likes: Are People Actually Interacting with Your Content?

Let’s cut through the fluff: Likes don’t mean engagement. Just because someone double-taps your Instagram post or clicks “Like” on LinkedIn doesn’t mean they’re paying attention. Engagement is about interaction—comments, shares, and replies. It’s about whether your content is sparking conversations and getting people to act.

Comments and Shares Matter More Than Likes: If someone takes the time to comment or share your post, that’s real engagement. They’re not just passively scrolling past; they’re actively interacting with your content. Track how often your posts are being shared and how many people are jumping into the comments to ask questions or share their own thoughts.
Time on Page: How long are people staying on your blog posts or pages? If your average time on page is 30 seconds, that’s a red flag—they’re not finding value. But if visitors are sticking around for several minutes, that means they’re actually reading and absorbing what you’re saying.
Bounce Rate: If people are landing on your page and leaving without clicking anything, you’ve got a bounce problem. High bounce rates mean you’re not holding attention, and you need to either improve your content quality or make it clearer what the visitor should do next.
Action Tip: Use tools like Hotjar to analyze scroll depth and see how far people are getting into your content. If they’re dropping off after the first paragraph, it’s time to tighten up your intro or rethink your structure.

3. SEO Metrics: Climbing the Ranks or Spinning Your Wheels?

Here’s the harsh truth: You can’t game SEO. It’s a long-term play, and it’s all about whether search engines find your content valuable enough to rank. If you’re just throwing up blog posts and praying for Google to notice, you’re doing it wrong. You need to measure the right SEO metrics and adjust your strategy accordingly.

Organic Traffic Growth: How much of your traffic is coming from organic search? If that number isn’t growing month over month, something’s wrong with your SEO strategy. Check which blog posts are pulling in the most traffic and double down on those topics.
Keyword Rankings: Track how your content is performing for specific keywords. Are you climbing the ranks, or are you stuck on page 3? Use tools like Ahrefs or SEMrush to track keyword rankings over time and adjust your content accordingly. If a blog post isn’t ranking, update it—add fresh information, tweak the title, and improve internal links.
Backlinks: Backlinks are like a vote of confidence from other websites. The more quality backlinks your content earns, the more authority your site gains in the eyes of search engines. But here’s the thing: Not all backlinks are created equal. A backlink from a high-authority site like Forbes or a local news outlet is worth way more than one from a random, low-traffic blog. Focus on earning high-quality backlinks by creating content that others will want to reference or link to.
Action Tip: Review your top-performing blog posts regularly and update them with new information and more internal links. This keeps them fresh and helps them continue to climb the search rankings.

4. Content ROI: Is Your Content Actually Driving Revenue?

Here’s the big question: Is your content making you money? At the end of the day, content marketing isn’t about page views, likes, or even SEO metrics—it’s about revenue. You need to know if your content is actually driving sales, and that means getting serious about tracking ROI.

Cost Per Lead (CPL): What does it cost you to acquire a lead through your content marketing efforts? If you’re spending hours creating blog posts and videos, you need to know how much those leads are costing you. Track the time and resources you’re putting into content and measure it against the leads you’re generating. A high CPL means you either need to optimize your process or focus on more high-impact content.
Customer Acquisition Cost (CAC): Once you’ve got leads, how much is it costing you to convert them into paying customers? Compare this cost across different channels (email, social media, blog) to see which ones are driving the most conversions for the least money. Double down on the content types and distribution channels that bring in customers at the lowest cost.
Revenue per Lead: Not all leads are created equal. Measure how much each lead is worth to your business. If certain types of content (like commercial auto insurance blogs) are driving high-value leads, while others (like general home insurance tips) are bringing in low-value prospects, adjust your strategy to focus on what’s working.
Action Tip: Use a CRM (like HubSpot or ActiveCampaign) to track leads from their first interaction with your content to the point of conversion. This helps you see exactly which pieces of content are driving revenue, so you can focus on creating more of the stuff that works.

5. Iterate and Improve: Learn from the Numbers and Adapt

The best content marketers aren’t just creating—they’re tweaking, adjusting, and optimizing based on data. Data doesn’t lie. If something’s not working, you need to pivot. If something’s performing well, you need to double down. It’s a constant process of learning and improving.

Kill Underperforming Content: Got blog posts that are getting zero traction? Stop wasting time on them. If something isn’t resonating with your audience or driving results, drop it and move on. Your content strategy should be agile—don’t cling to what doesn’t work.
Double Down on What Works: If a particular blog post or video is crushing it, create more content on that topic. There’s no rule that says you can’t keep mining a successful idea. Do more in-depth posts, create videos or infographics, or expand it into a series.
Test and Experiment: Not sure if video will work better than a blog post? Test it. Not sure if a different call to action will get more clicks? Try it. Content marketing is about experimentation—you won’t know what works best until you try different approaches and measure the results.

Action Steps to Measure What Matters:

Focus on Conversions, Not Just Traffic – Track how many visitors are turning into leads, not just how many are visiting your site.
Engagement Over Vanity Metrics – Comments, shares, and interactions are more valuable than likes and page views.
Track Your SEO Progress – Monitor your keyword rankings, organic traffic, and backlinks to ensure your content is growing your authority.
Measure Content ROI – Know exactly how much it’s costing you to generate leads and acquire customers from your content efforts.
Learn, Iterate, and Improve – Constantly review the data and adjust your strategy to focus on what’s working and cut what’s not.

Stop chasing metrics that don’t matter. Focus on the numbers that drive revenue. Content marketing is about results, and if your content isn’t converting, it’s time to rethink your strategy. The data will tell you everything you need to know.

Common Pitfalls and How to Avoid Them: Stop Sabotaging Your Own Success

Let’s get one thing straight: Most content marketing fails because of simple mistakes. And the worst part? These are mistakes you can easily avoid. The truth is, if your content marketing isn’t working, you’re probably sabotaging yourself without even realizing it. But don’t worry—this section is here to call out the most common blunders and tell you exactly how to sidestep them.

If you want to win at content marketing, you need to recognize these pitfalls and make sure you’re not falling into them.

1. Inconsistent Posting: The Fastest Way to Kill Your Momentum

This is the biggest sin in content marketing: inconsistency. One month you’re all-in, pumping out content every week, and the next month you disappear. Guess what? If you’re not showing up consistently, your audience is going to forget about you. And Google? They’ll move on to someone else who keeps their site fresh and updated.

What Happens When You’re Inconsistent: When you post sporadically, you break trust. Your audience never knows when to expect content, so they stop paying attention. Worse, Google penalizes inconsistent sites—your rankings will drop because search engines love fresh, regular content. It’s a double whammy: your audience tunes out, and your SEO suffers.
How to Avoid It: Create a sustainable schedule. Don’t overcommit. It’s better to post one solid piece of content a week for a year than to post daily for a month and then go silent for weeks. Start with a pace you can keep up with for the long haul. If you’re tight on time, batch create content so you always have something in the pipeline.
Pro Tip: Use automation tools like Buffer or Hootsuite to schedule social media posts in advance and tools like WordPress to schedule blog posts. That way, you’re always showing up, even when you’re too busy to create in real time.

2. Focusing on You, Not Your Audience

Here’s a brutal truth: Nobody cares about your agency. They care about their problems. If your content is all about you—your experience, your awards, your services—you’re missing the point. Content marketing isn’t about you, it’s about your audience. If you’re constantly pushing out self-promotional content, you’re driving people away.

The Problem with Self-Promotion: Content that’s too “me-centric” feels like a sales pitch. And nobody likes being sold to all the time. If your audience feels like they’re constantly being marketed to, they’ll stop engaging with your content. They’re looking for value, not a never-ending ad for your agency.
How to Avoid It: Flip the script. Make your content about solving your audience’s problems. Write about topics they care about—things like how to save money on insurance, what to do in the event of a claim, or why they need coverage in the first place. Give them practical advice and tips that help them, not just push your services.
Pro Tip: Follow the 80/20 rule—80% of your content should be valuable, educational, and informative. The other 20% can be lightly promotional, but even then, frame it around your audience’s needs.

3. Burnout from Trying to Do Too Much

Here’s a cold, hard fact: Burnout will kill your content marketing faster than anything else. If you’re trying to be everywhere at once—posting on every platform, writing blogs, creating videos, doing podcasts—you’re setting yourself up for failure. No one can do it all without hitting a wall.

What Happens When You Burn Out: Your content quality drops. You start cutting corners, and it shows. Instead of creating high-value content that engages your audience, you’re throwing together weak posts just to hit a deadline. And then, inevitably, you’ll just stop posting altogether. Game over.
How to Avoid It: Simplify. Focus on one or two platforms where your audience is most active, and get really good at those. You don’t need to be on TikTok, Instagram, YouTube, LinkedIn, and Facebook all at once. Pick the ones that make the most sense for your business and own them. Quality always beats quantity.
Pro Tip: Build a process that you can stick to. If you’re trying to do it all yourself, use templates and workflows to streamline the process. And if you have the resources, delegate—hire freelance writers, editors, or social media managers to take some of the load off.

4. Neglecting Distribution: The “Post and Pray” Strategy Doesn’t Work

The biggest mistake most people make? They think hitting “publish” is the end of the process. They write a blog post, hit publish, and then sit back and pray it gets traffic. Spoiler alert: It won’t. Content without distribution is like throwing a party without sending invitations. If nobody knows your content exists, it doesn’t matter how good it is.

The Problem with “Post and Pray”: You spend hours creating a blog or video, and then what? You toss it out into the ether and hope for the best? If you’re not actively pushing your content to your audience, you’re wasting your time. No one’s going to find it just because you posted it on your site.
How to Avoid It: Distribution should be baked into your content strategy. Every time you publish a new piece of content, you need a plan to promote it. Share it on social media, send it out in your email newsletter, and link it in your future blog posts. Push it out to as many relevant channels as possible to get it in front of your audience.
Pro Tip: Use paid ads to boost your best-performing content. You don’t need a massive budget. Even $5 a day on Facebook or LinkedIn can get your content in front of more eyeballs and drive traffic to your site.

5. Not Tracking Results: You Can’t Fix What You Don’t Measure

You’re putting in the work, but if you’re not tracking your results, how do you know what’s working? Too many agents push out content without ever looking at the data. And that’s a huge mistake because the numbers tell you everything. They tell you what’s resonating with your audience, what’s driving leads, and what’s falling flat.

The Problem with Flying Blind: If you’re not tracking key metrics, you’re just guessing. You might think your blog posts are killing it, but if no one’s converting, it’s not actually doing its job. Or maybe your social media posts get tons of likes, but they aren’t driving any traffic to your site. Without the data, you have no idea where to focus your efforts.
How to Avoid It: Track the metrics that matter. For blogs, look at traffic, time on page, bounce rates, and conversions. For social media, focus on engagement (comments, shares) and click-through rates. And most importantly, track lead generation—how many people are filling out forms or contacting you after interacting with your content.
Pro Tip: Use tools like Google Analytics, Hotjar, and your CRM to get a full picture of how your content is performing. Adjust based on the data—double down on what works and ditch what doesn’t.

6. Content That’s Too General: If You’re Speaking to Everyone, You’re Speaking to No One

Here’s the deal: General content doesn’t move the needle. If your content is generic and could apply to anyone, it won’t resonate with anyone. Your audience wants to feel like you’re speaking directly to them and solving their specific problems.

The Problem with Being Vague: If you’re writing generic blogs or creating content that’s too broad, it’s going to fall flat. No one is going to share it. No one is going to feel connected to it. And no one is going to think of you as the go-to expert in their specific area of need.
How to Avoid It: Niche down. The more specific your content, the more it will resonate with the right audience. Instead of writing about general homeowners insurance, write about homeowners insurance for high-value homes or homes in flood-prone areas. Instead of writing about commercial auto insurance, create content specifically for delivery drivers or construction companies.
Pro Tip: Create buyer personas for your different audience segments and write content that speaks directly to their unique challenges. The more specific you are, the more your content will connect—and convert.

Action Steps to Avoid the Biggest Pitfalls:

Commit to Consistency – Build a content calendar and stick to it. Don’t disappear when things get busy.
Make It About Them – Focus on solving your audience’s problems, not talking about yourself.
Don’t Burn Out – Simplify your strategy and prioritize quality over quantity. It’s better to post less often but with more impact.
Push Your Content – Promote every piece of content across multiple channels and make sure it’s being seen.
Track Everything – Measure the metrics that matter—traffic, conversions, engagement—and adjust based on what’s working.
Get Specific – Niche down your content so it speaks directly to your audience’s specific needs.

Stop sabotaging yourself with these common mistakes. Content marketing is powerful, but only if you avoid the traps that keep most people spinning their wheels. Focus on being consistent, audience-driven, and data-backed—and you’ll crush it.

Stop Overthinking It and Start Doing the Work

Let’s cut to the chase: Content marketing isn’t rocket science. It’s not magic. It’s not some mysterious formula reserved for big brands with huge budgets. It’s about showing up, solving problems, and putting in the work—consistently. The biggest difference between agents who dominate their market and those who disappear into obscurity? They actually do it. They don’t just read about it, plan for it, or talk about it—they take action.

Here’s the truth: Most of your competition is asleep at the wheel. They’re either not doing content marketing at all or they’re doing it so poorly, they might as well not be. That leaves you with a huge opportunity—if you’re willing to seize it.

1. Content Marketing is a Long Game. Period.

If you’re looking for quick wins, fast leads, or overnight success, you’re setting yourself up for disappointment. But here’s the thing: The agents who commit to content marketing for the long haul are the ones who see real results. This isn’t about getting a flood of leads tomorrow—it’s about planting seeds that will grow into a forest of long-term clients.

Real Talk: The more consistent you are, the more authority you’ll build. And authority turns into trust. And trust? That’s the currency that converts casual readers into lifelong clients.

2. Stop Looking for Hacks and Shortcuts

There are no hacks here. No magic buttons that will take you from zero to hero. Content marketing is a grind, but it’s a grind that pays off—if you’re willing to put in the effort. Stop wasting time chasing the latest trend or gimmick and focus on the fundamentals. That’s how you win.

Action Beats Perfection: Too many agents get paralyzed by trying to make their content perfect. Guess what? Perfect doesn’t exist. Just get it done. A solid blog post published today is 1000x better than the “perfect” blog post you never finish.

3. Play the Long Game and Outlast the Competition

Your competition is going to quit. That’s a fact. They’re going to get frustrated when they don’t see results fast enough, or they’ll burn out because they try to do too much at once. You just need to outlast them.

Consistency = Winning: This isn’t about who’s the best writer, who has the best design, or who has the biggest budget. It’s about who shows up consistently. Month after month, year after year.
Set Yourself Up for Success: Build systems, schedule your content, and keep it manageable. Play the long game, and you’ll be the one who reaps the rewards while everyone else is scrambling to catch up.

4. Here’s What You Need to Do Right Now

You’ve got everything you need. Now it’s time to stop reading and start doing. If you take one thing away from this book, it’s this: Take action.

Pick Your Niche: Choose your core content silos and double down. You can’t win if you’re trying to cover everything.
Create a Plan: Build a content calendar. Stick to it. Batch your content. Schedule it. Make it work for you, not the other way around.
Show Up Consistently: Publish regularly. Whether it’s blogs, social posts, videos, or emails—just keep going.
Distribute and Promote: Don’t wait for your audience to find you. Push your content out through email, social media, and paid ads if necessary.
Measure What Matters: Track conversions, not just clicks. See what’s driving leads, and iterate based on real data.

5. Final Thought: Commit, or Don’t Bother

Here’s the deal: If you’re not ready to commit to the process, don’t bother. Content marketing rewards those who are patient, consistent, and relentless. If you’re looking for a silver bullet or a quick fix, this isn’t for you. But if you’re ready to show up, do the work, and stick it out when everyone else quits, then congratulations—you’ve just unlocked the blueprint for long-term success.

Stop overthinking. Stop hesitating. Stop waiting for the “perfect” time. The perfect time is now. Put in the work, stay consistent, and watch how your content becomes a lead-generating machine that will set you apart from every other agent in your market.

Now get to it. The only thing standing between you and success is action.