You’d be forgiven for thinking the insurance industry and content marketing don’t go hand in hand. The problem with this line of thinking is that it can put you and your business at a serious disadvantage.

Every day, people are consuming more content than ever. Whether be streaming on our laptops, scrolling on our phones, or simply going about our day, people can’t seem to get enough content. This is why it’s essential to have strong content as part of your marketing strategy – even if your insurance broker.

To ignore this is to be left behind by the market and your competition. The thing is – great content marketing ideas simply don’t grow on trees.

Not to worry! We are here to help. In this article, you’ll find some of our favourite content marketing ideas for insurance brokers!


Come to the Rescue

At the end of the day, insurance is meant to help us out when we encounter an unlikely worst-case scenario. Many insurance companies have a poor reputation for not coming through for their customers when they are needed.

This is why it’s so important to share stories of when you’ve helped your customers out of poor situations. This could be when you helped someone repair their home after a fire, helped to keep a business afloat after a break-in, or helped a grieving family through a life insurance policy.

Whatever stories you choose to share, make that they’re true, that they are relevant to your customers, and that they advocate your products positively.

Next, package this story so it can be shared on multiple channels. For example, you could start with a long-form case study on your website or blog that has some great images and/or videos. Next, condense this post so that you can share it on other platforms such as social media. Make sure that everything is linked back to your website, or linked to another relevant landing page.



Word of mouth is an incredibly effective and powerful way to promote your business. This is why testimonials are so beneficial to your brand.

Start by sourcing and publishing testimonials yourself. Find customers that have been happy with your service, and ask if they would be willing to share their experience. You can either publish these pieces in written form, or short video snippets on your branded channels.

Another way that you can source these testimonials is through customer reviews on websites or social media.


Consumer Advice

Insurance is complicated – especially for those who don’t work within the industry. This lack of understanding can contribute to a lack of trust and/or willingness to purchase insurance.

So, a great place to start is simply explaining your products in a simple manner. After all, people are more likely to pay for something that they actually understand.

For more content, you could explain any updates in the market. This could be changes to regulations, new legislation, or how certain events may affect existing policies (such as the COVID pandemic).

Sharing this information willingly builds trust in the market, and boosts confidence in your brand.


Business Guides

If you offer any form of business insurance, it’s likely that you will have expertise in this industry. So, why not share that with your audience?

Business guides, such as “how to set up an X shop” or “Everything you need to know owing a commercial property” can be very helpful for your customers and act as an effective way to promote your products to an interested audience.

Make sure that when you create this content, you don’t simply post it on your website and forget about it. Make regular updates as required and share them across your channels including email marketing and social media. This will get more eyes on your content and help you to reach a wider audience.


How-to Posts

We already touched on the fact that insurance can be complicated, so it pays to be as transparent as possible. To help make your products user friendly, how-to guides can be greatly beneficial.

This could be a video that explains how to make a claim, how to change a policy or sign up for a new policy. These videos will help potential customers to feel confident to come to you, whilst building their trust along the way.

These videos can be posted on your social media channels, on your website, or anywhere else that you deem relevant! Don’t be afraid to get creative and make the videos as fun and engaging as possible – provided they’re still on-brand.



As you can, there are plenty of ways that you can create competing and relevant content for your customers as an insurance broker. Make sure that anything that you post is of high quality and relevant to your audience. If you keep these two important tips in mind, you can’t go wrong!

Should you need some extra help, why not enlist the services of affordable content writers at Muffin Marketing?