PCG Marketing, LLC shares how the basics of content marketing can drive leads for the insurance and financial advisor industry. Learn what content marketing is. Learn why content marketing is important in today's consumer market. Discover whether you have a message for your audience and how you will tell the story. Determine what the message should be based on the consumer's placement in the buying journey.

1. Content Marketing
How this “art of communicating” can
generate leads for you

2. PCG Marketing
• Full-service marketing firm
• Specializing in:
– Marketing Research
– Marketing Plan
• Define a focused road map
– Brand Development
– Content Marketing
• Email Marketing
• Social Media & Training
• Editorial Plans/Calendar
– Website Development & Design

3. 97 percent of consumers go online to research
local products, but only 37 percent
of small businesses have a website.

4. What is Content Marketing?
• Strategic marketing approach focused on
creating and distributing valuable, relevant,
and consistent content to:
– Attract audience
– Retain a clearly-defined audience
– Drive profitable customer action
• Must start with valuable ideas and needs
• High-quality content
• Building credibility with clients and peers in
your industry

5. What’s included in Content Marketing?
• Blogs
• Webcasts and Podcasts
• Magazines
• Websites, Microsites, and Online Communities
• Social Media
• Events
• Newsletters
• Videos
• Mobile Apps
• And more!

6. The Content Marketing buzz
• It’s not about having fancy software tools
– It’s about what you can do with those tools
offline
• It’s not about gaining hundreds or
thousands of followers
– It’s about the connection you have with those
individuals
– It’s about intimacy with the consumer

7. Content
Marketing
Relationships
Starting the
Conversation
Engagement
Connecting
with People

8. Top industry Content Marketers
• If you talk about insurance you talk about:
– Retirement
– Savings
– Budgeting
– Complicated topics
• Sun Life Financial addresses these challenges head on
with useful, usable content
• Blog: Brighter Life, delivers clear advice.
– Animated videos, infographics, webinars, tools, calculators,
and interactive guides give users tools to plan a secure
financial future.

10. Top industry Content Marketers
• Nationwide content answers questions consumer and
business insurance buyers might have:
– Planning for retirement
– Searching for business coverage
• Consumer Resources: Tools, calculators, and educational
articles that cover all the investment basics, such as how
marriage affects your insurance needs.
• Business Owner Resources: Sorted by industry as
the Agriculture Insurance resource page. (Features an
EZAgsm mobile app, “Farm Safety Quiz,” and Farm & Ranch
Operations news and events.)

12. Top industry Content Marketers
• Farmers Insurance Group invests in a customer-
centric content operation—and it pays off.
• Farmers Inner Circle features an extensive library
of helpful tips around home maintenance and
repairs, budgeting, auto care and insurance, and
more.
– The content is easily navigable, succinct, engaging,
and well designed.
– Inner Circle, the F.A.Q., answers every question ever
asked about insurance.

14. So, what’s your business case?
• What kind of content will you deliver to your
audience?
– Tips
– Trends
– Case studies
• What is the outcome you hope to achieve for
your audience?
– Build a relationship and trust
– Educate on products or services

15. How to begin
• Determine your business need related to
content marketing?
– Develop a mission
• Defines what kind of content you’ll deliver to your
audience
• The outcome you hope to achieve for your audience
– Have a documented content marketing strategy.
• Editorial calendar
• Helps you be more effective, feel less challenged

16. 4 steps to better writing
1. Determine overall idea
2. Elevate your niche by telling a good story
3. Use smart structure
– Makes or breaks this tactic. Use bullets,
headlines, keywords
4. End with a call to action
– Call us, email us, learn more, find out how
– Sign up for our newsletter

17. Beginning: Build your personas

18. Speak to the persona’s journey
• Speak to the different parts of the persona’s
journey.
• First consider the 3 stages of the journey
(buying cycle):
– Awareness: In the awareness stage, a person has
realized and expressed symptoms of a potential
problem or opportunity.
– Consideration: In the consideration stage, a person
has clearly defined and given a name to their
problem or opportunity.
– Decision: In the decision stage, a person has defined
their solution strategy, method, or approach.

19. How it generates leads
• Promote your content
– Don’t generate great content without promoting it
– Trade frequency and quantity for promoting what
you already created
• Promoting through social media
• Sending an email to customer or potential customers
• Facebook ad
• Creating to your audience personas and
placement in the buying journey
– Creates relationship with persona
– Invite to sign up for email lists, white papers, etc.

20. How it generates leads
Webinar
Ebook
Whitepaper
Blog
Infographic
Social Media
YouTube
• Repurpose your content for maximum exposure

21. Measuring it all
• Not every piece of content has measure of sale or
downstream revenue
– Did you pass the ball between two engagements?
• Ways to measure content marketing by
tactic/medium
– Website & Blog Content = Google Analytics
– Email Content = Email Service Reporting
– Social Media = Social Insights, Shares, Likes
“If you measure it,
you are bound to improve it!”

22. Can you do it well?
• Content takes time. No strategy takes
longer.
• Lean on help to direct your strategy and
editorial calendar
• Be the champion of your organization
• If you aren’t that story teller, lean on
outside help

23. Marketing Matters. Be Precise. Be Creative