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The Crux: Keeping Your Clients Informed of Risks

How is your commercial insurance brokerage staying in touch with your clients during the year?

Are you staying in front of them with e-mails that give them a heads up about news risks, or advice on trends that can affect their liability? For agencies with large commercial books of business, your clients expect you to help them navigate new risks and keep them informed of new workplace safety regulations coming from OSHA, legal trends and laws that can get them sued as well as compliance issues. As their insurance broker, this should be your responsibility by default.

Unfortunately reaching out to all of your clients regularly with meaningful communications isn’t easy. You have to keep your ear to the ground, know where to look, read a lot and research.

Then you have to write it for them, which is not easy since most insurance brokerages do not have someone on staff that either:

  1. Likes writing and does it well, or
  2. Has the time to write on top of their other responsibilities.


And if you want to send out a newsletter, you likely don’t have someone on staff that is skilled at designing it.

This is where comes in. We stay on top of all the trends affecting not only commercial lines insurance, but also:

  • Employee benefits
  • Personal lines
  • Individual planning (life, disability, annuities, Medicare, etc.)


Check us out! We not only have great content that you can use in your newsletters or if you just need content for your social media and blogs, we can help with that too.

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Reasons to Blog and Why You Need Good Content (Part 5) Target potential customers

5. Target potential customers

Typically, your blog should not include direct promotion of your products and services. You should instead write about issues that affect your clients and dovetail with your products. The key is using content that your potential clients can use.

In the case of an insurance agency, you can cover a myriad of risk management issues that your clients and potential clients need to know about, including:

  • Seasonal items like how to protect your home against burglaries and package thefts during the holidays or the risk of heat illness to a business’s outdoor workers during the summer months.
  • Blogs on new workplace safety regulations issued by OSHA that will require employers to change some of their safety regimens.
  • Precedent-setting court decisions that affect an employers liability.
  • New changes to Medicare rules that will affect your senior clients.
  • New regulations governing health plans issue by the federal government.

By discussing issues and challenges that affect your target market and the general services you provide, you are getting your name in front of potential clients that may need and consider buying your product or hiring you for the services you provide.

You can maximize your efforts by also including the same blog content in a newsletter that goes out to your existing clients and prospects.

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Five Reasons to Blog and Why You Need Good Content Part 4: It Drives Long-Term Results

To get the most traction out of your blog and social/media posts, you need to get your clients reading your stuff. The best way to that is to shoot out a newsletter (which we can provide for you) that points them to your blog and reminds them to read your latest post. If you can also get them on your social media (Facebook and LinkedIn), you’ll have a ready audience.

If you are posting timely articles that your clients and prospects benefit from and they are clicking through to read your blog, your agency’s Google rankings will start climbing.

If you can build a following even those old blogs that you posted will pay off in the present thanks to Google’s algorithms.

That means for days, weeks, months, and years to come, you can continue to get traffic and leads from that blog post.

Insurance Newsletter has you covered with the content. We have professionals who have been writing about the insurance industry for decades and who keep up on the latest trends and developments.

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Five reasons to blog and why you need good content (Part 3)

You Can Establish Yourself as An Authority

As an insurance broker your blog should be helpful to your clients. They should get something out of it.

You should regularly be posting content that is helpful to your target customers and provide them with information they can use. If you answer their questions about a new law that affects how they run their business or helps their company avoid a potential lawsuit, helps them manage their risk and other useful advice that dovetails with your services.

It may sound cliché, but if you establish authority and your target audience finds your posts useful, that can lead to more sales for you, as well as customer retention.

If prospects find answers to their common questions via blog posts written by people at your company, they’re much more likely to come into the sales process trusting what you have to say because you’ve helped them in the past – even before they were interested in purchasing anything from you. has you covered if you hate writing. Our professional writers love writing and know the insurance industry and write credibly on the subject. They also stay on top of the latest trends, seasonal and geographic issues so that your blog can have current and content that is relevant to you and your clients.


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Five reasons to blog and why you need good content (Part 2)

Why blog? There are plenty of reasons but one of the most important is that it converts traffic to your site into leads.

You can do this by including a call to action on every blog post. If it’s an article about the uptick in sexual harassment lawsuits, you can include a call to action about employment practices liability insurance. The best thing to do is offer something free to the reader: A free trial to your insurance agency newsletter, a free webinar, free fact sheets with tips.

But again the blogs require good content and has you covered. For as low as $22 a month you can have access to our award-winning insurance content. And we have you covered whatever kind of brokerage you are:

  • Commercial property/casualty
  • Personal property/casualty
  • Employee Benefits
  • Personal planning, life, health, seniors

We can even help manage your blog if you don’t want to be bothered posting content yourself.


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Five reasons to blog and why you need good content (Part 1)

As a company that works with insurance agency client communications, I can’t tell you how many insurance broker’s websites I’ve come across that have a “blog” tab but no content. Or if there is any, the last post was more than a year ago or longer.

Perhaps these brokers question the value of having a blog or maybe they are just comfortable with the amount of business they have and don’t expect their revenues to change. But if you have a website, you should have a blog. Over the next few weeks we’ll post five reasons you should have a blog and why it’s important to the success of your business.

Before we get started, you may be thinking, “When am I going to have time to write a blog?” That’s a valid point since most people disdain writing and suffer serious writer’s block when it’s time to sit down and write. That’s where comes in. We can manage your blog or you can buy a content subscription at a very reasonable price and download articles and post them yourself.


So why blog?

Reason 1. Blogs drive traffic to your website

Besides buying ads on line, the best way to get noticed when people search for insurance in your area is by having regular, new content on your website. That means blogging and posting on social media. Doing that will get you noticed by search engines, which will rank your agency higher based on fresh content on your website and engagement in social media.

Why is this? Every time you post a blog, you score one more indexed page on your website, which is one more page that search engines can find. Google and other search engines like active websites and rank them accordingly.

Not only that but if you blog, you may be discord on social media. If you can amass a small following, the chances are higher that people will link to your post on social networks like Facebook and Linkedin. That can get you in front of more potential clients.


Next week, we’ll cover the second reason.



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Your Clients Need Your Advice!

What are you doing to reach out to your clients on a regular basis? Besides being their broker, they look to you as the expert on helping them manage their exposure.

But it’s difficult to contact them on a regular basis when you’re running your agency, even if you see information that comes across your desk that you know they should know.

The best solution is to let Insurance Newsletter handle the work for you. Our crack team of writers is on the cutting edge of what’s happening in terms of trends, legal developments, regulatory changes, and new laws that affect your clients. We scan the environment so you don’t have to.

Even better, we have a tech-driven, proprietary system that allows us to send out all of your e-newsletters from whichever e-mail address you choose. Our hit rate in your clients’ “in-boxes” is 98%. In other words, your communications won’t end up in Spam folders and your clients will thank you for keeping them informed.

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Insurance Agency Newsletter Secrets

If you’re considering a newsletter as a way to stay in front of your clients, you should focus on providing them with valuable information in the newsletter rather than up-selling.

These days people’s e-mail boxes are full of unopened junk mail with sales and promotional offers. To get beyond the clutter, your newsletters should include news your clients can use – timely advise that can help them manage their risk and educate them.

Instead of feeling bothered by another sales pitch, they may actually thank you for providing them with advice and guidance. Since you’re their agent or broker, they look to you for expertise and you can show that expertise with a selection of articles or advice that can help them.

This can help cement your stature as an expert that does more than just sell them insurance. A properly crafted newsletter will show you care and can help build a loyal following.

Customers with a strong attachment to a particular company spend 23% more than average consumers, and the newsletter is a prime candidate to distinguish a brand from the competition.

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Tired of Creating Your Own Content?

One of the best ways to get noticed and have high Google rankings is to keep content fresh on your insurance agency website.

But for most people, writing is worse than going to the dentist and even if someone can get the words on the page, the writing may not flow. Also, if you’re like most insurance agencies, your staff are busy and don’t have time to sit down and write pieces that will be valuable to your clients and prospects.

Fortunately, is here to help. We have content packages that allow you to download as many articles as you need every month. We have engaging and timely content that your clients and prospects can use, all at a price starting at $22 a month.

Contact us and we can provide you with a sampling of content from our website. All of the content is written by professional insurance writers and journalists – and all of it in laymen’s terms that your clients can relate to.

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How Are You Staying Relevant As Rates Rise And Your Clients Get More Calls from Competing Brokers?

Are you the kind of insurance broker that contacts each client once a year, when it’s time for policy renewal? Or do you actively engage them by reaching out with meaningful communications?

Now that rates are on the rise, more competing brokers will be calling your clients. Now is the time your insurance agency needs more existing client marketing to keep and win more business.

As we approach the end of the year, you should consider setting aside a modest budget for client communications that help you stay in front of them all year. can help with excellent and timely content written by our stable of experienced insurance journalists and writers, and well-designed newsletters crafted by our award-winning design team.

We can help you brand your newsletters by creating a template that matches your current branding. We also write articles that are useful to your clients – it’s news they can use.

Best of all,’s automatic and customizable e-mail newsletter system is easy to use and has a 99% success rate in avoiding spam filters.

If you’re not keeping your clients informed of developments that affect their risk picture and insurance, you are missing the boat and risk losing them. Let us help you retain those clients.

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