It’s time to explore your content, or what exactly you plan to use to capture the attention of your audience. Content is a very generic term and it really encompasses a variety of shareable material: articles, blog posts, infographics, pictures, e-books, whitepapers, and videos. Your insurance agency can use content to attract your buyer personas and help move them through the sales cycle.

Approaching content with the aim to move your prospects through the sales cycle actually helps simplify the process of development and delivery.

For example, in the Awareness stage, your content should be focused on the top concerns of your audience. Writing about their pain points, challenges, and questions give you the best chance of engaging with them. This type of content should always be educational. Think “How-To” Advice. Save the “selling” for the consideration and closing phases.

The best content for this stage is: articles, blog posts, e-books, videos, and newsletters.

Some examples would be: Medicare 101 Guide, writing a blog post about “What’s the difference between Medicare Supplements and Medicare Advantage?”—these are types of content and marketing activities that can help you identify clients who would fit the buyer persona we created in the previous section for Susan.

Now, let’s talk about how to create content for your buyer personas that are in the Consideration phase of the sales process. In the consideration stage, content should offer a hybrid of helpful information and true marketing messaging. It should educate your audience about what features or functions to look for and how various products may address their needs.

Some examples of effective content that you can create and share in this phase include:

  • Checklists
  • Worksheets
  • How-To Articles/E-books
  • Case Studies or Client Testimonials

Don’t forget if you’re using case studies or sharing client testimonials, it’s important to follow best practices and share this compliantly by obtaining a release agreement from your client and ensuring that if products or carrier names are mentioned, you’re applying the Medicare Communications & Marketing Guidelines (MCMGs) and submit these types of materials for review.


So, now we understand that content marketing plays an important role during each of the sales cycle stages. It’s even more important when a prospect is close to buying. At this stage, you can focus on sales, and now is the opportunity for you to continue to drive home why your insurance agency is the best choice —  rather than just how great your services or products are.

Your central message in this type of content and this stage should be your expertise, knowledge, and the differentiating benefits of what your insurance agency offers prospects and clients.

When you’re creating content for the final stage, think case studies, buyer’s guide, product videos, research reports, or infographics. A lot of this content can come from insurance company’s – they already have pre-approved and CMS filed materials in their agent portals & the marketing materials center for you to use and repurpose. If you’re interested in creating your own content, don’t forget to follow the rules of the road for compliance in marketing & communications, and be sure to work with your upline for CMS filing and approval.