People and small businesses research cover online long before they ask for a quote, and most of that research starts as a plain question typed into a search box. We write the answers in your voice, on pages built to move a reader towards a quote and ready for your compliance sign-off.
Talk through which lines of cover content could grow first
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Is Content Marketing right for your business?
This service is built for
- Insurers, brokers and MGAs that want to grow specific lines of cover, personal or commercial
- Teams with underwriters, claims handlers and product experts whose knowledge can become clear, customer-facing content
- Businesses that already sell online, with a website and quote journey that work
Probably not the right first step
- Businesses with no clear product or customer they want to grow first
- Sites with no way to track quotes and sales back to the page that started them
- Businesses outside insurance
Insurance content has a harder job than most. It has to answer a real question, such as what public liability covers or whether a sole trader needs employers’ liability, in words a customer understands, and it has to pass compliance sign-off before it goes live.
Most insurers already hold the answers. They sit with underwriters, claims handlers and the sales team, who hear the same questions every day. We turn that knowledge into guides, product explainers and claims stories that support your quote pages rather than sitting apart from them.
If you want your expertise to bring in quotes and policies, not just traffic, this is for you.
How our Content Marketing programme works
Discovery and content strategy
We start with the lines of cover you want to grow, the customers you want more of and what each product is worth to you. Then we find the questions and worries that come before a quote for each one. The result is a content plan built around policies sold, not traffic.
We read your own Search Console and Analytics to see which questions already bring people to the site and which quote pages they reach next. We also talk to the people who answer customers every day: underwriters, claims handlers and the sales or new-business team. So the plan starts from what your customers actually ask, such as what public liability covers, whether a sole trader needs employers’ liability, or what a home policy leaves out.
Editorial calendar and content plan
We build an editorial calendar that mixes quick answers, such as FAQs and product explainers, with deeper buying guides, claims stories and pieces for the trade press. Each piece has a format, a reader and a place in the journey to a quote.
Every piece is planned to support one product or quote page, never to compete with it. Where two of your pages already answer the same question, the calendar makes one of them the answer. You see the calendar before anything is written, with the search each piece is meant to win and the page it supports, so the leadership team can see the case for every piece before anyone spends an hour on it.
Writing and compliance review
We draft every piece in your voice, accurate and practical, and written to be clear, fair and not misleading from the first line. Your compliance team reviews and approves each piece before it is published.
We work from your experts’ knowledge, so a short call or a marked-up draft is usually all we need from them. Cover, limits and exclusions are described the way your policy wording describes them, in plain English a customer can follow, which is what Consumer Duty asks for. Review time is planned into the calendar, so sign-off is part of the schedule rather than a hold-up at the end.
Publication, PR and distribution
We publish on your site in a way that supports SEO, then help each piece travel: email to customers and brokers, LinkedIn for commercial lines, and paid promotion where it earns its place. Key pieces are reworked into several formats so they reach further.
For digital PR, we pitch comment, data and stories from your experts to the insurance trade press, such as Insurance Times, Insurance Age and Insurance Post, and to national titles when the story is strong enough. For commercial lines, we turn a senior underwriter’s view into LinkedIn posts that brokers and business owners read. We work with your developers and CMS team rather than around them.
Measurement and ongoing improvement
We track rankings, visits, quotes started and policies sold that came through content. We say plainly what is working, and move the plan towards the pieces that bring in the customers you want.
Reporting is weekly and written for the leadership team. It says what was published, what it ranks for, and what it produced in quotes and policies. The numbers are read from your own Search Console and Analytics, not a tool’s estimate. A piece that is not earning its place is rewritten or retired, and the plan moves to the next question.
Outcomes you can expect
Our goal is simple: more quotes and policies from content, measured on policies sold rather than traffic.
More quotes from people who have already read your content
A customer who has read your answer to their question arrives knowing what the policy covers and how you work. The quote starts warmer, and it is tracked back to the piece that produced it.
Better-fit customers, because each piece is written for the cover and customers you want
A guide on public liability for builders brings in builders shopping for cover, not general questions about insurance. Your sales team spends less time on business you would rather not write.
Stronger rankings for your core product and quote pages, supported by the right guides
Every guide links to the product page it supports and answers a question that page cannot. Search engines see one clear answer for each search instead of several of your pages competing, so the page that sells the policy is the one that ranks.
A growing library that keeps building trust and policies sold over time
Paid search stops the moment the budget does. A guide that answers a question well keeps bringing in quotes month after month, and every policy sold direct is one you did not pay a price comparison site for.
Written to the FCA's financial promotion rules and Consumer Duty from the first draft, ready for your compliance sign-off.
Packages from £2,800 a month, with a 50% lead-growth target and a service-credit guarantee from Tier 2.
See packagesQuestions insurers ask about Content Marketing
How long before content brings in quotes?
It depends on the line of cover and how crowded its searches are. A clear answer to a question nobody else answers well can move quickly; guides in busy markets such as car insurance take longer.
Who writes the content, and will it sound like us?
We do, in your voice. We work from what your underwriters, claims handlers and product experts know, usually from a short call or a marked-up draft. If a piece does not sound like you, it goes back.
Will it get through our compliance sign-off?
It is written for it. Every piece is drafted to be clear, fair and not misleading, with cover and exclusions described as your policy wording describes them. Approval stays with your compliance team.
Can you get us into the trade and national press?
We pitch comment, data and stories from your experts to the insurance trade press and national titles. We cannot promise a piece will run, and we only pitch what your compliance team has approved.
Does this help with SEO and AI search as well?
Yes. Each piece supports a product or quote page and answers its question in plain English, the kind of answer search engines and AI assistants can quote. The related services below cover each in depth.
