How Content Marketing by SW Florida Insurance Agency Clobbers a Billion Dollar Competitor

gulfshore insurance healthcare reform tools page Gulfshore Insurance Shows They Care How the Hottest Issue in a Generation Impacts Their Clients.  Big Bank/Insurance Giant Ignores It.

I think we can all agree that the health insurance reform legislation of 2010 will touch each and every one of us. It will impact both businesses and individuals.

If you are a business owner, it is vital that you understand how it will affect you and your employees.  Why? Because, unless you are a very small business, you will either have to provide healthcare insurance or pay a penalty for failing to do so. You will have to make some tough decisions in the years to come about how to handle your employees’ health insurance needs.

Because of the dramatic impact of this legislation, there is an urgent need for comprehensive and understandable information so that business owners can plan intelligently.

This creates a uniquely powerful opportunity to provide relevant and compelling content for your current and prospective customers. You can demonstrate thought leadership at a time when business owners are desperate to find an information source they can trust.

One local agency is doing exactly that.  Gulfshore Insurance in Naples, Florida is doing a superb job of content marketing at the exact moment that the health insurance paradigm shift looms large for everyone in the United States.

When you go to their website, you can find a broad range of information about the kinds of insurance coverage they provide, how they help you manage risk, and exactly who they are. That is always important.

But, what is urgent right now–and for years to come–is trustworthy content about healthcare reform. Gulfshore Insurance brings that information front and center on their homepage with their Health Reform Tools and Resources link. 

That link leads you to a wealth of information that is both comprehensive and timely. In the case of health reform, timeliness is vital because so much is undecided, in process, and apparently changeable.

The timeline chart below is a great example of the hard work they have done to help their clients understand what’s in store.

gulfshore insurance healthcare timeline chart

In short, Gulfshore Insurance is executing a content marketing strategy that genuinely benefits their customers and will therefore benefit to them well into the future.

Billion-Dollar Bank/Insurance Agency Completely Misses the Same Once-In-A-Lifetime Content Marketing Opportunity

BB&T is a huge regional bank which has in recent years acquired numerous local insurance agencies. In Southwest Florida, they bought an excellent local firm whose management team and employees continue to provide great products and services.

Unfortunately,  they are missing an unprecedented opportunity to show authentic thought leadership. During this turbulent time in American history when healthcare and healthcare insurance is changing forever, they are missing in action online.

If you go to the old local web address or the parent company insurance agency address, you will find absolutely nothing about healthcare reform. Moreover, they have eliminated any kind of local information on the website to tell you about the kinds of professionals that you would deal with in Southwest Florida.  If you drill down several layers, you can find telephone numbers to call but no e-mail or individual contact information. Even worse, they tell you absolutely nothing about the local company.   If I were not already familiar with that company, I would be at a complete loss to know why I should become a client.

The bottom line:

The Good–

  • Gulfshore Insurance is showing authentic thought leadership that will resonate with clients and prospects for years to come.
  • By providing lots of relevant, localized information, Gulfshore Insurance enables search engines to rank them highly and prospective clients to find them easily .
  • Gulfshore Insurance shows up high on the first page of local search results for terms such as health insurance, business insurance, and personal insurance. Great content has a lot to do with that.

The Bad–

  • BB&T has lost that same once-in-a-lifetime opportunity to show thought leadership and engender trust.
  • They provide almost no information about their local presence in Southwest Florida.
  • Their search engine performance is abysmal. Neither their current website address nor the predecessor local website shows up at all when you search for health insurance in Fort Myers or Naples–our two largest local markets.

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  1. Posted July 28, 2010 at 7:00 pm | Permalink

    Really timely example, Newt. I like the example of the chart too, because people tend to think of content marketing as mainly text, audio, or video. This shows that it’s much more than just that. I also like that this shows that content marketing can allow the “david” businesses to still compete with the “goliath” ones and win. :)

  2. Newt Barrett
    Posted July 29, 2010 at 7:31 am | Permalink

    Thanks. I love the fact that content marketing can come in so many forms–and be so effective for marketers in even the smallest companies. I am also constantly amazed at how clueless some big companies are.

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