Competitive momentum builds quietly. Falling behind often feels invisible until you see brokers leaning on competitors’ materials or market share starting to shrink. By auditing honestly, focusing on broker-first content and scaling with the right support, you can close the gap before it widens.
Red flags you’re behind
It doesn’t take a content analysis for insurance marketing teams to spot the warnings. Falling behind won’t always show up in analytics dashboards.
The signs will, however, often appear first in distribution:
- Inconsistent publishing schedules that leave brokers without updated tools
- Broker kits that sit unused because they don’t translate into live conversations
- Competitors leading industry discussions while your team struggles to get content out the door
These signals add up to one conclusion — your marketing isn’t effectively equipping brokers or showing up where customers are paying attention.
What successful marketing teams do differently
Strong marketing leaders face the same compliance hurdles and bandwidth constraints as everyone else. The difference is in how they respond. They:
- Provide broker-ready toolkits designed for client-facing use
- Publish thought leadership consistently and safely under regulatory guardrails
- Use AI for research, outlining, and brainstorming while relying on human expertise for compliance and precision
A hybrid content development approach delivers more marketing materials without sacrificing accuracy, helping leaders scale faster and smarter.
Close the gap with a content marketing analysis
For insurance marketing teams, closing the content gap starts with a clear view of your position. Audit your competitors’ publishing cadence, formats, and adoption — then compare to your own. Look not only at volume but also at practical broker use.
Here’s how to approach an insurance content marketing analysis:
- Map publishing cadence
- Track how often competitors publish blogs, social posts, broker kits or thought leadership in a three month time period.
- Note whether they follow a predictable schedule (weekly, monthly) or only publish around product launches.
- Catalog formats and topics
- List the content types they rely on most: blogs, risk explainers, email snippets, video, calculators, etc.
- Pay attention to which topics show up repeatedly — those are likely resonating with brokers and clients.
- Evaluate adoption signals
- Look for signs of broker use, such as shared posts, referenced toolkits or client-facing downloads.
- Scan for engagement metrics that are visible publicly (comments, shares, event attendance webinar recordings).
- Compare against your own output
- Lay your content calendar side by side with competitors.
- Ask: Do we publish as consistently? Do we cover similar formats and themes? Is our broker adoption visible?
- How can you create more impact than your competitors? Try using AI to iterate on new ideas or hold a monthly brainstorming session with SMEs.
- Identify the gap
- Highlight where competitors are more consistent, more innovative in format, or better adopted by brokers.
- Use these findings to prioritize where your team should focus first — whether that’s cadence, toolkit quality, or broker enablement.
- Once you’ve ensured you are meeting the challenge of your competitors, now exceed it! What can you do better? What content do your brokers need that your competitors are not fulfilling?
With this step-by-step view, you can see clearly where your content marketing program is keeping pace and where you risk falling behind.
Next, shift your priorities toward broker-first, compliance-ready materials: digital guides, risk explainers, and client education assets that brokers can share without rewriting. These not only clear compliance but also strengthen trust with brokers and clients alike. (Need inspiration before you start brainstorming? EOY is a great time to check out best-of and trending insurance campaign lists.)
Finally, consider how to scale. Want to move from reactive publishing to consistent programs that build trust and deliver measurable results? Partnerships with insurance-fluent agency teams can take the execution burden off your internal staff, freeing them to focus on strategy, distribution relationships, and campaign planning.
Stay ahead of the insurance marketing game with content analysis
Our take: In the insurance market, reliable content is one of the clearest signals of credibility. The result of insufficient content production isn’t fewer blog posts or toolkits. The real risk is silence.
Without a consistent presence, brokers look to other carriers for insights, clients turn to competing brands for answers and market share slips before you notice. But with the right agency support, a more efficient process is possible.
Ready to see how broker-ready content can help you stay competitive? Let’s talk.