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Nick Berry

Understanding Product Adjacent Content Marketing for Insurance Agents

Understanding Product Adjacent Content Marketing for Insurance Agents

A concept I’ve been trying to get more business owners to understand is if you only ever write or create content about your products or services. People are going to tune you out. That’s why I created my newsletter, so I can create content that isn’t about any product or service, but educating or entertaining people. Everything you’ve been reading and consuming from me is product adjacent content marketing. Eventually I’ll snare you into my trap and you’ll become a customer.

What is Product Adjacent Content?

Imagine you’re at a party. You’re the insurance expert, and all you talk about is insurance. Pretty soon, you’ll notice people excusing themselves to grab another drink – far, far away from you. That’s exactly what happens when you only create content about your products or services. People tune you out. Enter adjacent content – it’s like being that cool person at the party who can talk about a variety of interesting topics related to, but not exactly about, insurance.

For insurance agents, while the main content often zeroes in on insurance products, adjacent content is like the fun cousin. It explores subjects that resonate with your audience’s lifestyle, interests, and needs, without always ending with a sales pitch.

Actionable Step:

  • Identify topics related to but not directly about your content silos that your target audience might find interesting. For example, if you serve young families, you might create content about family safety or budgeting.

Why Adjacent Content is Your Secret Weapon

I once met an insurance agent who loved gardening. He started sharing tips on what kind of stuff grows well in his garden. His clients loved it! They don’t just see him as an insurance agent anymore; he’s now the go-to guy for both insurance and gardening advice.

Adjacent content does that. It transforms you from a one-note insurance seller into a multifaceted source of valuable information. It’s like adding a dash of paprika to your potato salad – it suddenly becomes more interesting and flavorful.

Actionable Step:

  • Share personal interests or hobbies that might resonate with your clients. If you’re into gardening, for instance, start sharing gardening tips through your agency’s blog or social media.

The SEO Magic of Adjacent Content

Let’s talk about SEO, but let’s not make it boring. Imagine SEO as a treasure hunt. Your main content is the treasure, but adjacent content is the map that leads people to it. By incorporating adjacent content, you’re sprinkling breadcrumbs across the internet, leading potential clients right to your doorstep.

Not only does it improve your visibility, but it also makes search engines see you as a well-rounded source of information, not just an insurance vending machine.

Actionable Step:

  • Incorporate keywords related to adjacent content topics in your blog posts, social media updates, and website content to improve SEO and attract a broader audience.

How Adjacent Content Strengthens Community Ties

Remember that insurance agent who loved gardening? His garden tips didn’t just attract clients; they also started conversations. People began sharing their own gardening stories, and a community blossomed (pun intended).

Adjacent content is like hosting a neighborhood barbecue. It’s not just about the food (or insurance, in this case); it’s about the connections, the stories, and the shared interests. By branching out into topics that your audience cares about, you’re not just an agent; you’re a neighbor, a friend, and a trusted advisor.

Actionable Step:

  • Use adjacent content to start conversations and build a community. Host local events or facebook groups where people can share their stories and interests, not just insurance-related questions.

Tips to Master the Art of Adjacent Content

  • Know Your Audience: It’s like planning a dinner party. You wouldn’t serve steak to vegetarians, right? Understand what your audience likes, needs, and worries about. If they’re into eco-friendly living, talk about green insurance options or how to protect their homes from climate-related damages.
  • Be Authentic: Nobody likes a phony. If you’re passionate about something, let that shine through. If you love cooking, share tips on protecting the kitchen from mishaps. Authenticity is like a magnet; it attracts people.
  • Mix It Up: Don’t be afraid to experiment. Throw in some infographics, videos, or even a podcast. Variety is the spice of life, and it can keep your audience coming back for more.
  • Engage and Listen: Adjacent content is a two-way street. Engage with your audience, ask for their opinions, and listen to their feedback. It’s like a dance; you need to move with your partner.

Product Adjacent content is not just about diversifying your content; it’s about building relationships, adding value, and showing the world that there’s more to you than insurance policies.

And remember, the next time you’re at a party, be the person everyone wants to chat with, not the one they run away from!

Adjacent content isn’t just another item on a marketing checklist; it’s a strategy that builds bridges, fosters engagement, and widens reach. For insurance agents eager to make a difference, I created Content Catalyst with tailored content marketing, including blog posts to social media content, email marketing copy and even YouTube scripts. It’s not just about visibility; it’s about forging connections.

Download a list of 45 Product Adjacent Content Ideas for Insurance Agents at the button below.

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