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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.