Content marketing for the insurance industryA guide for success

40%or more of young adults will be financially unprepared for retirement due to a lack of financial education, according to the SEC.

State of the Insurance Industry:What Content Marketing Means for You

Think about...

$14.6MTotal value of missed sales opportunities for the health insurance industry on Twitter alone in October 2013.

Top 6insurance jobs being recruited for are sales positions, call center, claims adjusters,account manager, customer service and IT.

49%improvement seen in candiate quality when social media is used to hire over traditional recruitting channels.

Infographic created by: Allee Creative, LLC, www.alleecreative.com

Get inthe Game

Think Outsidethe Box

Gen X and Y place a lot of weight on peer reviews and non-corporate online content. Less traditional communication methods.

Make itFun

Start small, grow big. Utilize Facebook, Twitter, RWD and blogs to engage your audience and capitalize on opportunities.

Avoid messages focused soley on the sale, even when recruiting. What pain points can you solve? What value do you bring to the table?

Skip the want ads. Utilize tools of content marketing to engage with candidates, establish trust and post a variety of valuable content.

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Content Marketing for the Insurance Industry: A Guide for SuccessMarketing has changed. The insurance industry must change. Increasingly, your clients want customer service from brands using digital and social channels. In fact, the fastest growing demographic group on social media is Baby Boomers. And, we know the Millennials are there. Are you there?

Whether you’re struggling to connect with current and prospective clients or you struggle to engage the next generation of employees, content marketing is needed in order to prove your brand to the world.

Think about it: Employers who used social media to hire found a 49% improvement in candidate quality over candidates sourced only through traditional recruiting.1 What’s more? Seventy-three percent of adults between the ages of 18 and 34 found their last job through a social network.2

LeadSift, a software platform that identifies leads in social media conversations, found that the total value of missed sales opportunities on Twitter for the health insurance industry alone in October 2013 was $14.6 million.3 The report went on to state that of the 12 billion monthly tweets for that time period, 2.7 million were about insurance with 61% indicating intent to buy.

Get in the content game. Work to support the validity of your brand by joining the conversation with real-time responses. Become the authority for insurance and demonstrate trust with your clients online.

Using this guideDo you truly know your audience? Your prospective clients? The employees you’ll need to carry your business into the future after the Baby Boomers have left? We’re here to tell you who they are, what they want and how you can provide these things to them by utilizing a comprehensive content strategy plan.

For instance, your recruiters might be uber-active on LinkedIn, but are your candidates? Jobvite reports that only 36% of job candidates are active on LinkedIn (compared to 94% of recruiters).1 You need to be where the traffic is whether you’re recruiting for talent or recruiting for clients.

Likewise, with 60% of individuals over the age of 65 requiring long-term care services during their lifetime,4 it is critical that insurance agencies communicate effectively with all audiences—especially the younger generations who care not only about the reputation of a company, but also about how the company treats them and makes them feel. We are living longer and the need for insurance-related products and services is increasing. It is important to connect with potential clients at all stages of life.

Just as your clients are required to think long-term about their insurance needs, so should you when it comes to packaging your message and marketing to those who will sustain your industry for the future.

The insurance industry is built on relationships, networking and building a solid reputation. Utilizing content marketing and valid online tools such as blogs, responsive websites and social media channels mirrors this mantra. “Content Marketing for the Insurance Industry: A Guide for Success” provides you with the building blocks to leverage relationships online specific to your industry, to increase your brand’s visibility, enhance familiarity and connect with your customers on their level. Here’s to your success!

Melissa Harrison

CEO, Allee Creative, LLCmelissa@alleecreative.com | @alleecreative | 612.964.7144

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Content marketingThe fall of traditional and the rise of content

Over the past decade, the effectiveness of traditional marketing has decreased for several reasons, including:

People shun the traditional channels With DVR and Netflix, who watches commercials? Magazines and newspapers are falling victim to the Internet, and there are plenty of software choices available to prevent people from seeing ads online. And even if they see an ad, they ignore it. A study by Goo Technologies found that 82% of people ignore Internet ads and 37% ignore TV ads.5

People have resources The Internet has changed the way people shop. Advertisements used to work because they were one of the few ways people heard about brands outside of perusing the phone book or word of mouth. Now, people don’t need to rely on advertising to make a decision; all someone has to do is Google “insurance company” and thousands of resources will come up to help them select the best option. In fact, 57% of buyers have already made a decision before they get to your sales team. It proves the importance of marketing and engaging audiences well before they’re in the position to purchase.6

People have choices Between small businesses, local businesses, national companies and online sellers, people have a lot of choices for where to spend their money; the buyer and seller do not even have to be on the same continent. However, the opportunity to reach people on a global level has expanded with content marketing; you’re able to market anywhere.

Any brand can purchase ad space – it is just not enough to set brands apart.

While it is hard to let go of something that used to be so prosperous, brands must adapt to the changing landscape and adopt the marketing technique that is prosperous today – content marketing.

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Content marketing is a technique that requires brands to create relevant, valuable content to attract and engage an audience with the goal of a profitable customer action. Content should revolve around solving a need or a problem for your audience. Content marketing is successful because it lets you do what traditional marketing and advertising do not—connect and personalize. Content marketing is about building relationships and establishing trust.

By offering relevant and valuable content to your target audience, you build relationships. These relationships allow you to be a part of your audience’s lives. It allows your brand to take on meaning to them, so when they need insurance they turn to your brand because they already know and trust you.

But, just like any relationship, there is a need for maintenance. Content marketing involves a lot of listening and learning. You take what you learn about your audience’s wants and needs and adapt your marketing and business strategies, thus your brand is constantly evolving and offering the ultimate customer experience.

Keep reading to learn how to create the ultimate customer experience.

Many brands assume that content marketing is synonymous with social media, but that is not the case. Social media is simply one way to deliver your content. Additional channels may include:

• Website content• Blogs• Email newsletters• Print materials for events, meetings or in-store promotions• Direct mail• Visuals, such as infographics• Interactive or multi-media content, such as videos, surveys, etc.

Your brand’s content can be distributed in an infinite number of ways—you simply need to choose which channels are the best use of your time and money based on what your audience wants.

It’s more than social media

What is content marketing?

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Have you ever heard the fitness saying, “excuses don’t burn calories”? Well, the same principle applies to marketing—excuses don’t grow businesses. So before we continue with how to make you a content marketing success, let’s clear up the top two things preventing insurance companies from investing in content marketing.

You are not “too boring”There is no such thing as boring brands, just uncreative marketers. Insurance may not be a sexy or exciting product, but it is a necessity. Whether they like it not, people need to go through the process of buying insurance and dealing with claims; if people don’t like doing something, they at least want to do that thing with someone they like—that someone should be you and your company.

Insurance companies can use content marketing as a means of customer service. By creating content that answers common insurance questions (such as helping customers save money or making the insurance process more transparent) your agency will gain customer loyalty by making a stressful part of life a little less stressful. Even better, you won’t lose leads by having too little information on your website. Making a phone call is now considered a last step for a lot of people; most customers want to gather information online first. For B2B insurance companies, this reality is illustrated by the fact that B2B customers will contact a sales representative only after independently completing 60% of the purchasing decision.7

You have content people want—it is time to market it!

Debunking mythsInsurance companies can succeed online

61% of consumers say they feel better about, and are more likely

to buy from, a company that delivers custom content.8

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It’s worth dealing with compliance issuesBecause of regulatory constraints from FINRA and the SEC, insurance companies need to be cautious and thoughtful on social media—but that shouldn’t be a reason not to be on social media or develop additional content channels.

The insurance industry isn’t always seen in the best light and can often times suffer from a lack of trust. In fact, a customer survey from IOSR Journal of Business and Management found that only 48% of customers trust their relationship with their insurance provider. That’s less than banks (57%) and only slightly better than mobile network operators (45%).9 The same survey found that the drivers of customer trust are reputation, past customer service, management policies, communication, services and trust in employees. Content marketing allows brands to address all these drivers; it opens doors for communication, provides you with more opportunities to provide quality customer service and gives you insights on how to better manage policies. Content marketing helps increase customer trust, which is why it is worth dealing with compliance issues.

In order to deal with all the red tape, many insurance companies have a compliance and/or legal person on the team or on call who helps mitigate the risk associated with insurance communications. That being said, the legal process can slow down the “real-time” nature of social media, so it is beneficial to do a lot of compliance planning and training when you put together a content strategy; this will allow you to respond to common, predictable customer inquiries or issues without having to wait for a consultation.

There is no doubt that marketing insurance is more difficult than selling fashion or puppies, but this should not discourage you; this should inspire you. Content marketing and social media are largely uncharted territories for the insurance industry (see the bottom bar for notable exceptions). Your company has the opportunity to reach and impress your target market in ways your competition is not.

Need to see how the insurance industry is engaging Twitter and Facebook? Here are a few examples of insurance companies doing it right:

• State Farm Twitter: @StateFarm Facebook: /statefarm

• United HealthCare Twitter: @myUHC Facebook: /UnitedHealthcare

• Esurance Twitter: @esurance Facebook: /Esurance

• Allstate Twitter: @Allstate Facebook: /Allstate

Who is on social media?

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The brand experienceSet your brand apart

As previously discussed, winning over customers is no longer as easy as buying a TV ad that claims you are the best insurance agency or that your company offers the best customer service. You need to prove it.

To gain customer loyalty, insurance companies need to provide more than a policy; they need to provide value. Doing business with an insurance company is a long-term commitment; consumers want to make sure they are happy not only with the price of their plan, but also the brand providing it.

Customers are looking for real-time branding and conversations, engagement and transparency, and app-centered access. They see right through your marketing speak and if you don’t truly provide them the experience you offered, they will find an insurance company that does.

What is a “brand”?A brand is more than a logo. It’s a personality. It’s value. It’s the bond to your customers. Most importantly, it keeps you and your company top of mind.

Now, more than ever, it’s important to have a strong handle on what your brand represents—from your visual identity to your online conversations and in-person interactions.

Consistency—Committing to your brandA successful brand experience is only possible if you commit to your brand. A customer will not remain loyal to your company if you are not loyal to the promises your brand has made. Consistency lets your customers know what to expect from you each and every time they contact you.

Consistency requires your company to break down the walls (figuratively) between departments. Your marketing goals should be tied to your business goals so that everyone is working to achieve the same thing. In addition, all employees need to “live” your brand. They need to understand the personality, values and mission of your brand and showcase these when working.

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Establishing your brandBefore committing to a brand experience, you need to figure out who you are and who you want to be. Provide honest answers to the following questions when establishing your brand:

• What are your core strengths?• What value do you offer clients, prospects, employees, consumers?• What services do your customers, employees, etc. want or need the most? (what are their

“pain points”?)• What is the makeup of your target audience? Demographics. Needs. Habits.• Who is your ideal customer? Employee? This may be different than your current audience)• What makes your business unique?• How do customers find you? How do you find them?• What feelings do you want to evoke?

Finding your target audienceIf you identify your target market correctly, you will save time and money in the long run. Your efforts will be more focused and effective. Also, if you truly understand your target market you will know what motivates them to want to do business with you and what your value proposition is to them.

Questions to ask:

• Who are they—demographics, behavior patterns• Where do they spend their time? Think of specific, online channels here.• What are they looking for—motivation, answers, product, service• What does success look like to them? (what is their end goal?)• What problems can your company solve for them (what are their shared pain points?)

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Marketing for talentClose that generation gap

Much of this guide has referred to using content marketing as a way to connect with customers, but it is also essential for recruiting. With 10,000 Baby Boomers retiring per day and Millennials taking over as the largest living generation, the insurance industry is losing talent—fast.10 A shocking 84% of insurance companies currently have job openings.10 Clearly, if it is not already, recruitment needs to become a priority for the insurance industry.

The disconnectThere is a massive disconnect between the insurance industry and young talent. For example, 61% of Millennials said they personally would like a job that includes analyzing risks and recommending solutions, yet less than one in 10 said they were very interested in working in insurance.12

The talent is there and would be interested, but the industry is just not reaching out to them. As Scott Kotroba, president and CEO of GreatInsuranceJobs.com said, “Potential candidates should be flocking to the insurance industry. The work that needs to be done is to make careers in insurance more visible and accessible to the masses.”

One of the industry’s biggest struggles is overcoming the “experience illusion.” A study

done in conjunction with The Council of Insurance Agents and Brokers showed that

when given the appropriate resources, young employees can perform at comparable levels to

experienced workers.

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Making your brand visibleThe first thing all potential young employees are going to do is search your website and social channels for information. They want to know what you know and how you do what you do. They want to get a feel for your brand and decide if your brand’s values are in line with their own. They want to know how you treat your employees and what you do to support causes outside the workplace—this isn’t going to happen with a static website.

Keep your website alive with updated content and information that will consistently give potential employees (and clients alike) a feel for who you are as a company: a company blog, short videos and active social media channels are examples of small ways to start.

Honestly, it does not matter if you like social media or if you are not good at writing blog posts—these these are “must-have” components for your content marketing strategy. Generation Y, specifically, is not going to work for you if they can’t find and engage with you online.

The insurance industry offers what Millennials want—opportunities to learn, opportunities for career advancement, problem-solving work and a chance to help other people. Capture these prospects with a solid content marketing strategy; engage with them where they are and show that you care to be a part of the conversation.

Targeting MillennialsIt seems counterintuitive, but your messaging needs to avoid a focus on selling insurance—this is one of the most common reasons Millennials were not interested in working in the insurance industry. Instead, create content that focuses on specific aspects of the job, such as:

• The impact of insurance • Risk management• Challenging, problem-solving work• Continuing education • Ability to specialize• The chance for upward mobility

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Creating engaging contentShow - don’t tell

Creating engaging content requires you to retire the idea of “selling.” What we mean is this: Stop using marketing speak and gimmicks to sell your product and service in every piece of content; instead, showcase your brand and provide meaningful resources and conversation.

Think of it like dating. You wouldn’t (or at least shouldn’t) sit down for a first date and say, “I am really great because I make a lot of money, volunteer my time and have a winning sense of humor. And oh by the way, do you want to be exclusive now?” No. That would send your date running. You would showcase your great qualities over time through stories and conversation and build a trusting relationship that can withstand the long haul. This same rule applies to marketing. Show people through content that you are everything they want in an insurance company—helpful, knowledgeable, trustworthy, relevant and friendly.

Think of the 80/20 rule: 80% of your content should be about the customer; focus on their needs, wants and pain points. The other 20% of your content can sell your brand. But trend lightly. No one will listen if they can’t figure out what’s in it for them.

10 content ideas1. Do something really well? Host a webinar

to share your expertise.2. Comment on exciting news events like

major sporting events, meteor showers, whatever people are talking about.

3. Highlight customer success stories on a weekly basis.

4. Write and design an A-Z guide on something insurance-related.

5. Ask employees to write about what they love about working for the company and post the best responses.

6. Tell the world about an employee who went above and beyond with customer service.

7. Create a check list prospects can use when purchasing insurance.

8. Create a video to highlight a project your company is working on.

9. Blog and post about what the world would look like without your business/industry.

10. Post about why you love your followers and what you’ve learned from them.

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Content IdeasBy this point, you are convinced that content marketing will be valuable to your company (right?), but you are probably wondering “what the heck do I write about?!” There is an unlimited amount of content ideas out there, but here are just a few to get you started:

Help your customers save money Everyone wants to save money. Use social media or your blog to inform your customers on ways to protect themselves from accidents that require submitting insurance claims. For example, Allstate has a blog that covers a wide variety of topics, including how-to advice on saving time, trouble and money. One article is titled “Protect Your Belongings with a Home Inventory” and another “Safe and Scrumptious Campfire Cookouts for Kids”13 Think about relevant articles that would be helpful to your clients and develop content around those topics.

Create a communityThe power of content marketing is the ability to target, understand and engage even a small audience. If your company has a niche audience, create an online community for them. RBS Insurance is heavily focused on the motorcycle community and flourished using content marketing. They created a branded forum with video content and integrated it with key social media channels. Members of this community were 31% more likely to take out insurance with RBS.14

Show off your human elementNo matter what kind of insurance you are selling, you are a part of people’s lives during tough financial, and even emotional, times. For this reason, people looking for insurance want to do business with a company that showcases its human element. Your customers want to know that a caring, helpful employee is going to be with them when trouble hits. Share videos and photos of your employees having fun and working hard. Share stories of how your employees and customers have connected or how your company is giving back to the community.

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Rising above the challengesIt’s a marathon, not a sprint

Content marketing success does not come without challenges. It’s hard, but if it were easy, it wouldn’t set your company apart. Over time you get used to some of the challenges, like the struggle to be creative and consistent. In the beginning, the challenges may seem off-putting or make you think content marketing isn’t for you. Stick with it.

Content marketing is challenging, but if you know what to expect and how to react to complications, you will see results.

Set the right expectations

Know your limitsEveryone has a limit; whether it is time, money or talent, there is a limit to how many content marketing projects your company can handle, so start slow. Once you start, you need to be in it for the long haul—do not overcommit.

Plan aheadCreating and publishing good content is time consuming. If you wait until the last minute to create your content, you will regret it. Planning is an essential part of a successful content marketing strategy.

Be patientRecall that content marketing is about relationships and relationships take time. You are not going to have the perfect strategy from day one. You need to be checking your analytics at least once a month (if not more) and changing to meet the needs of your audience. For example, if posts with photos get more attention, post more photos. If blog posts continue to drive traffic to your website (and in turn, generate sales) continue to write and share those blog posts.

We’re often asked, “what’s the magic amount of time to start seeing results?” If you are diligent about analyzing your results, make changes as needed and stay consistent, you should expect to start seeing a results somewhere between the 6-month mark. However, this does not mean your results will be gangbusters by then. Ongoing success takes time. Content marketing success is a marathon, not a sprint. Company goals are different, content is different and timing is different for everyone.

When you are feeling overwhelmed by content marketing, remember this—content marketing costs 62% less than traditional marketing and generates about 3 times as many leads.15

Content marketing is worth it.

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Tips for keeping it realistic:

Start with one or two channels Not every content channel will meet your needs. Pick one or two that your target audience is using most and start there. As you get comfortable and see positive results, add to the mix of channels.

Build toward your goal Start slow and build accordingly. For example, if you want to post three or four blog posts a week, start with one and work your way there. This will give you time to get used to the process and build an audience.

Don’t be afraid to outsourceIf you need help, hire pieces out or work with a content team. Many times, your best content strategy can come from those outside your brand to bring to light the ideas, questions and concerns your everyday customers might have. Additionally, an outside resource or team pushes you to be accountable and provides expert insight on what’s working and what can be changed the next month.to that expertise if you have the resources to go that route.

Tips for making time:

Create a content calendar A content calendar is one of the best investments you can make when it comes to your content strategy. This is a document where you house all of your upcoming events, content ideas and posts across all of your channels, allowing you to schedule and see the “big picture”. Content calendars will save you time during the month and allow you to see what’s happening on every channel.

Schedule postsUse a scheduling tool such as Sprout Social, TweetDeck or Hootsuite to schedule your online content. However, don’t rely on scheduled posts alone. Be sure to check in on social media channels daily to respond to comments in real time. Likewise, keep some of your content open for those spur-of-the-moment posts.

Reuse content You don’t need to reinvent the wheel every day. Rework some of your popular content to make something new. For example, a video can be broken down into a series of blog posts. Or, your quarterly magazine might have great quotes that you can use as motivating posts each Monday on Facebook. Think about how ou can repurpose the content you’ve already created across all of your content channels.

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Fully integrated content marketing includes offline and online media. It’s important to realize that even if your company is not active on social networks, your consumers are. Your customers are using their personal networks online to talk about you and the experiences they have with your brand. It’s your job to be in tune to this personalized content and conversations so you can offer the value and experiences that your audience is looking for and respond, in a human voice, when necessary.

Adapt to surviveTimes have changed, embrace this change

70% of consumers prefer getting to know a company

via articles over ads.16

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We can help—Partner with a winning team.We offer a variety of options for companies looking to get started on or add to their content marketing strategy. Give us a call and let us know how we can partner with you in the following areas:

Content marketing strategy and plan developmentLet us work with you to assess your current online (and offline) content and put together a customized, strategic content marketing plan that supports your business goals: comprehensive content plans, templates for implementation and timelines for keeping your team on track.

Great for organizations that:• Are posting content online without a purpose or plan (or are not posting for fear of doing it “wrong”)• Want to learn more about how to show ROI and develop a content plan that drives sales and

supports business objectives and growth• Have available staff to implement and continue the content strategy (but need help developing the

initial strategy)

One-on-one training and customized workshopsThe Allee Creative team can come to you! We provide custom training on specific social media platforms, on tactics for getting your organization started with content marketing, or hands-on training and workshops for your staff.

Great for organizations that:• Are curious about how social media and content marketing can support business growth • Have leadership teams, board members or staff who need to be brought up to speed (or take initial

training) on specific social media platforms (ie: how to post, when to post, how to set up pages, etc.)

• Don’t know where to start when it comes to online content and social media (ie: need help developing initial content ideas, blog how-to’s and general training on multiple platforms)

Social media content management, analysis and collaborationDoes it stress you out to add one more thing to the list? No worries! We work with many clients providing social media support when it comes to developing new content, ghost writing blog posts and managing social media channels. This option also includes monthly analytics and reporting.

Great for organizations that:• Do not have dedicated staff to manage online content such as blogs, social media or website

content • Are looking to partner with a marketing team who can track ROI and give monthly updated reports

on what is and is not working • Are looking to increase brand presence online and drive business growth/sales

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Call us at: 612.964.7144 or email: info@alleecreative.com

to set up an appointment for a free proposal and analysis.

Shannon Neeser | Content SpecialistShannon has a background in business communications with experience in nonprofit, for profit, B2B and B2C organizations. She provides copywriting for social media, websites, blogs, newsletters and email marketing. Shannon has a BA from UW River Falls and a Business Writing Certificate from the University of Minnesota’s College of Continuing Education. Shannon is also a former board member for Minnesota Women in Marketing and Communication. Currently, Shannon lives in Colorado where she serves as client relationship associate for The Dairy Center for the Arts. You’ll find Shannon mountain hiking, reading, tweeting and generally taking in adventure. Follow her on Twitter.

About the teamA marketing team for your business.Think of us as your personal marketing team; whether you have a small marketing department or a designated person to do “all things marketing” we are here to collaborate with you and build a successful marketing strategy. Our team consists of professionals with a wealth of knowledge in content marketing, branding, social media and marketing strategy. Our job is to make your job easier. We treat our clients like family and are transparent in everything we do.

Melissa Harrison | CEONamed a “Mover & Shaker” by the Minneapolis Star Tribune, Melissa has more than 13 years of experience in business and marketing strategy, new program development, content management, branding and design. She has worked with numerous organizations, from nonprofits to small businesses and associations, building successful strategic marketing and online content strategies. Listed as one of the “Top 36 Content Marketers Who Rock” by Content Marketing Institute, Melissa believes that businesses must adapt to what customers want, which includes using social media and creative online content to provide relevant, consistent information, in order to survive. Melissa is also a four-time recipient of the Hermes Creative Award and a national speaker on the topics of branding, content strategy and social media. Melissa is certified by Google Analytics Academy in Digital Analytics Fundamentals and was chosen for the Inspirational Woman Project in 2014. She is also mother of four and a certified fitness instructor. Follow her on Twitter.

Alyx Grabinger | Marketing SpecialistAlyx is an avid writer and content project manager with years of experience working with many for-profit and non-profit businesses to create and revitalize their website content strategies. Alyx writes blog posts and web content for businesses all across the United States. To each project, Alyx brings an array of skills, including the ability to effectively communicate across age groups. She is also able to take dense, complex information and break it down into manageable, and understandable, pieces. Follow her on Twitter.

Kris Adkins | Marketing AssistantKris has years of experience leading teams and projects in marketing and customer service organizations. She earned her Bachelor’s degree from UW-Eau Claire, along with a minor in business communications. Kris has a strong interest in social media, networking, and writing. Kris is also certified by Google Analytics Academy in Digital Analytics Fundamentals. Kris values her family (including 2 great kids), close friends and a genuine conversation. Follow her on Twitter.

Ashley Steiner | Content SpecialistAshley is a marcomm professional with experience in account management, content strategy, social media and creative branding. Her skills include writing and developing content for blogs, social media and websites. Ashley is certified by Google Analytics Academy in Digital Analytics Fundamentals. A proud bibliophile, Ashley’s biggest passions are reading, writing, blogging, anything Jane Austen, the color turquoise and chai lattes. Ashley can be seen frequenting Target, book shops and bike trails. Follow her on Twitter.

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References

1. Jobvite“The State of Social Recruiting in 2013” http://bit.ly/V0sCvg2. Pinstripe Talent“Best Practices in Social Recruiting”http://bit.ly/1rqIz5O3. Leadsift “Missed Opportunity Index (MOI)” via LifeHealthPro http://bit.ly/1t5w4SO4. CNBC“What is the future of long-term care insurance?” http://cnb.cx/1rhJAyb5. MarketingCharts“Who’s Ignoring Which Ads?” http://bit.ly/1wpdF2h6. CEB “Why Solution Selling No Longer Works” http://bit.ly/1nj205j7. Jay BaerYoutility: Why Smart Marketing is about Help not Hype8. The Content Council“Roper Finds Majority of Consumers Value Custom Media”http://bit.ly/1pC0eY59. IOSR Journal of Business and Management“The role of “trust” in building customer loyalty in insurance sector - A study” http://bit.ly/12dLnyD

10. Pew Research Center “Baby Boomers Retire” http://pewrsr.ch/1fie55O11. PR Newswire “16,000 Current Insurance Industry Jobs Open in Nation, But Aging Workforce Poses Future Risk” http://prn.to/1s9yLxf12. The Institutes “Millennial Generation Attitudes About Work and The Insurance Industry” http://bit.ly/1vODOcx13. Allstate Blog http://al.st/1nzsWhk14. Click Z “Social Media for Business Results in the Insurance Industry” http://bit.ly/1wu0Khg15. Demand Metric “Content Marketing Infographic” http://bit.ly/1f4nB9G16. ContentPLUS“The anatomy of content marketing infographic”http://bit.ly/LFxnWo

External Sources

Internal Sources4 ways to repurpose marketing materialshttp://bit.ly/1ynzYqhBehold the power of a blog!http://bit.ly/1t8JcEvBridging the gap: How content marketing can help attract young employeeshttp://bit.ly/1mMVMb5Build trust and relationships with great contenthttp://bit.ly/1thSQ9SContent is king, but only if it’s goodhttp://bit.ly/1DCB8RCContent calendars: Why and howhttp://bit.ly/ZOnSdYDeveloping your social media brand voicehttp://bit.ly/1DCBk3kDo’s and don’ts of small business brandinghttp://bit.ly/1nzxe8nDouble talk: How to keep multiple audiences in mind when it comes to your brandhttp://bit.ly/1uHWTcfHow to plan for content: 4 things to considerhttp://bit.ly/1wq3ydF

How to use Twitter for customer supporthttp://bit.ly/1wpYaahListening through social media: Learn. Engage. Respond. Adapt.http://bit.ly/1wpXvWhRelationship status: When it comes to your brand, it shouldn’t be complicatedhttp://bit.ly/1nTcNAVSocial Media: Choosing the right channelshttp://bit.ly/12fGlS6Think you know your target market? Key questions to askhttp://bit.ly/1DCxB5WToo boring to be online? Use these 6 conversation startershttp://bit.ly/1wcLUgBTracking ROI of social mediahttp://bit.ly/1wcVm3MWhen traditional marketing meets online marketinghttp://bit.ly/1vQ6y4IWriter’s block? 7 ideas to rev up your contenthttp://bit.ly/12fEEUJ

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