Game of risk: creating winning insurance content

Insurance might be filed alongside death and taxes as an unavoidable in life,
but there’s one major difference. Insurance has the power to change lives.

For many people, insurance isn’t something they like to spend much time thinking about. It’s filed alongside death and taxes as an unavoidable in life; a monthly debit that departs the bank account from which you see no return. 

If you’re lucky. 

Because that’s the thing about insurance isn’t it? It’s there if you need it. It’s something that you pay for and never want to use. 

However, it’s one of the most important – and powerful – subjects to explore, to educate yourself on, and to be completely aware of. 

Because insurance has the power to change lives. 

What’s the opposite
of insurance? 

You got it. Risk. And what’s more interesting than risk? 

From the potential risks individuals face when entering their favourite shop, to the risks businesses face if they get hit by a cyclone, there’s such a vast array of scenarios to explore. 

The majority of what goes on each and every day happens because insurance is in place. Got a mortgage? You need insurance. Want to catch public transport? The bus company needs insurance. Want to go for a meal? A coffee? A gym session? All of these businesses need coverage in place, or they can’t legally open. 

However, there’s insurance coverage and the right insurance coverage. 

Businesses can have their legal obligations covered, but is that enough? Probably not. So being able to engage customers – and potential customers – in an effective, useful way is crucial. 

Telling the whole insurance story

And the possibility of risk is engrossing. You don’t want to scare the living daylights out of people so they don’t ever set foot outside of the house again, but you do want people to understand exactly what risks they are facing – and what they’re putting at risk. 

And, if you’re an insurance company or a broker, your clients need to be aware of what could happen so they can make educated decisions about what’s at stake.  

So what actually happens if a freak storm takes out your factory and destroys your stock? How’s that factory getting rebuilt? How’s the stock getting replaced? 

What happens if a cyberattack exposes sensitive information, and criminals hold your information hostage? 

The possibilities are endless. 

How to create great insurance content 

However, the risks that are being faced is only one part of the story. In fact it’s not even the major part of the story. Because prevention is where it’s at. Risk mitigation. What can you do to prevent this from happening? 

And this is where great insurance content should be focused. 

As an insurance company, you’re being ultra helpful. You’re helping people minimise the risks they face. You’re giving people practical information that they can use and implement today. Information that can literally make them and their assets safer. 

More than that though, you’re educating people on the risks they face, on the dangers that lurk around every corner. 

And the more educated they become, the more likely they are to have a conversation with you. The more likely it is that the moment of realisation will occur – when they fully understand the enormity of the risk they’re taking, and what needs to happen to mitigate that risk. 

Deep dives and checklists, practical how-tos, news of underinsurance (an epidemic in Australia)... create them all, tell stories of people who’ve been on the verge of losing everything, only for insurance to ride to the rescue. 

That’s where the power is, because when it comes to insurance people often think ‘it won’t happen to me’. 

The reality is, it could. Very, very easily.