Same policies.Betterexplanation.
Everyone sells the same policies. The agency that explains them best wins the quote request.
Get your Video Map
Where they are when they find you.
Triggered by a life event — a house, a baby, a renewal, a rate hike — and comparing on price because nobody has given them another way to compare.
A commodity in the customer's mind and a relationship business in reality. Content is what closes that gap.
What has to be answered.
- 01Am I actually covered for the thing I'm worried about?
- 02Why is this more expensive than the quote I saw online?
- 03What happens when I have to make a claim?
- 04Will I talk to a person?
What tends to need to exist.
A pattern, not a package. Your map is built from your customers, not from this list.
01
Coverage explainers
Short videos that answer the questions people are embarrassed to ask an agent.
02
Claim stories
The moment of truth is the claim. Content about claims is content about trust.
03
Life-event targeting
The map times the message to the trigger instead of shouting year-round.
Stranger to customer.
The states are the same in every category. What changes is how long each one takes, and which assets are capable of moving someone through it.
Stranger
01
Stranger
Has never heard of you. Isn't looking for you.
- Short-form video
- Paid social
Attention
02
Attention
Stopped scrolling. Doesn't know why yet.
- Hook-led creative
- Founder video
Curiosity
03
Curiosity
Wants to know who this is.
- Brand film
- Profile and bio
Problem recognition
04
Problem recognition
Realises the thing you fix is a thing they have.
- Educational content
- Comparison content
Understanding
05
Understanding
Knows what you do and how it works.
- Explainer video
- Landing page
Trust
06
Trust
Believes you can actually do it.
- Team and process content
- Long-form
Proof
07
Proof
Wants evidence it worked for someone like them.
- Customer stories
- Reviews
- Case studies
Offer
08
Offer
Ready to hear what it costs and what happens next.
- Offer creative
- Landing experience
Action
09
Action
Books, calls, visits, buys.
- Booking flow
- Follow-up
- Retargeting
Start withthe map.
A 30-minute recorded interview about insurance agencies, your customers and where the drop-off is. Your map is presented 24 hours later. If a map won’t help, we’ll say so.
The strategic blueprint for your Content Ecosystem. It identifies who we're trying to reach, what they need to understand, the stories and videos that need to exist, and how those assets move someone toward becoming a customer.
It is not a content calendar. A calendar tells you when to post. A map tells you what has to be true before someone buys.