The insurance industry has generally been a conservative one – its fundamental premise is one of avoiding and/or managing risk, after all. Which is why it’s not a surprise that despite the “gung-ho” attitude of many marketers today, many older or larger companies still insist on developing long-format traditional (PDF formatted) sales materials and content. This, despite the fact that 95% of B2B buyers indicate they prefer short, easily digestible content, such as infographics, rather than longer-form pieces such as white papers and webinars. And, 72% of B2B respondents also indicate they spend less time devoted to reading and research. Which is why the TL;DR (too long, didn’t read) acronym may be more applicable to the insurance industry than just about any other (excepting legal, of course). So, what can an insurance marketer do to help break these old habits and prove the case for shorter, more effective content?
Starting with segmentation and documenting the content and media consumption habits and preferences for all of your segments is a good place to start. Knowing that the needs and wants of the dedicated risk manager are quantifiably different than the CFO for a small or middle market company, and the priority of these different types of customers on your bottom line, impacts the type of content you should produce and the investment you make in both. It sounds like marketing basics 101, but we’re constantly surprised at how few companies (large and small) approach content with a “one size fits all” content approach.
Intrigued? Keep the insights coming.
Want to learn more about how you can get a better handle on your customer segments, generate more actionable content, and get more ROI and more satisfaction from your marketing spend? Drop us a note, subscribe to our newsletter or check out our blog. With more than ten years of experience in the financial services and insurance industries, we’d be happy to share more about how we’ve helped other marketers successfully rethink and retool their marketing communications strategies for greater effectiveness and outcomes.
About Magnani Continuum Marketing
Since 1985, Magnani Continuum Marketing has made it easier for organizations selling in highly technical and complex markets to deliver the most effective and seamless traditional and digital brand experiences.
We’re more digital than advertising agencies. More strategic than digital marketing shops. More creative than management consultants. And a heck of alot easier to work with than almost all of them. We’ve helped some of the largest insurance and financial services organizations, and some of the most exciting new startups too. And we’d love to talk with you.