Insurance brokers – is content marketing the secret recipe for growth?

Correlation found between successful content marketing strategies and revenue growth in insurance services 

New research has found a link between a successful content marketing strategy and revenue growth within the insurance services sector.
The study – carried out by professional services content marketing platform Passle – ranked insurance broker Simply Business as the best in the UK for showcasing its expertise online and distributing it via social media, closely followed by competitors Aon and AA Insurance Services in second and third place respectively.

At the other end of the spectrum were The A&A Group, Crispin Speers, and Minova Broking Group.

Passle’s detailed research of the UK’s top 50 insurance brokers, identifies how these firms engage online, focusing on the knowledge pieces produced, social media activity, and Klout scores. The aim was to determine which insurance brokers have been the most effective at both building their presence and demonstrating their expertise online.

The firm reached its results by ranking each firm against eight criteria and coming to an overall ‘Passle Score’. They are: the number of ‘knowledge pieces’ published, defined as an insight, blog, article or any other piece that demonstrates knowledge and expertise by someone at the firm (excluding news); the number of knowledge pieces per broker; the number of Twitter, LinkedIn and Facebook followers; the number of tweets per broker per year; the number of tweets retweeted; and finally each firm’s Klout score. The primary data for this research was collected in July 2016 and annualised.

Willis Towers Watson, which has offices throughout the UK, including in Edinburgh, was actually the firm which produced the most knowledge pieces, followed by Jelf and Simply Business, while MCE Insurance managed the most knowledge pieces per broker.

However, the report says: “The top 50 insurance brokers produced an annualised 2,426 knowledge pieces in 2016”, which might seem impressive but it amounts to only 0.25 pieces created in a year per staff.

A report is now available free to download here. Insurance brokers, whether in the top 50 or not, can also request a personalised report benchmarking them against the top 50 from the same website.

Claire Trévien, head of Content Marketing at Passle, said: “The insurance industry is not, as a whole, taking advantage of digital opportunities. Those who are engaging with their customers online and sharing valuable expert-led content are seeing more opportunities come their way. In our research, we have found that those creating valuable and engaging content also enjoyed revenue growth – that’s not a coincidence.”

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