Learn how to navigate Engage+ Content Marketing, including the menu options that are available to you and how to find the content you need to market your agency.
IN THIS ARTICLE
Overview
Engage+ includes five types of content:
- Newsletters - Multi-topic emails to be sent out monthly (or quarterly in the case of group benefits) to present timely information and keep your agency front-of-mind for your clients and/or prospects.
- Emails - Single-send communications with a specific purpose, such as holiday greetings, enrollment reminders, referral campaigns, etc.
- Blogs - Long-form website articles about topics related to insurance, financial planning, or adjacent wellness tips and seasonal content.
- DIY Content - Content blocks of 1-2 paragraphs presenting summaries of various topics that you can use to enhance or customize newsletters, put on your website, add to separate emails or social posts, or use in presentations.
- Social Media - Insurance and financial planning updates for your social media feeds, as well as lifestyle content and wellness tips, all of which can be put together into a balanced social media calendar meant to inform, educate, engage, and generate followers and leads to your business.
Navigating the site
There are a number of ways to find the content you need. This section will go through the navigation menu options.
General and Social menus
These buttons let you toggle back and forth between the two main content areas: General and Social. Each includes its own separate left-hand navigation.
- General includes newsletters, emails, blogs, and DIY content
- Social includes all the social media posts
General menu
Under the “General” menu, you’ll see these options along the left-hand side:
- Home
- Collections
- Content Type
- Topics
Home
The “Home” screen is where you will come each time you open Engage+. This page contains quick links to the common tasks you might need to complete, plus “Monthly Highlights” featuring new content from the current month, and “Essentials” at the bottom containing campaigns that can be useful year-round.
Collections
On the “Collections” page, you’ll find all active collections, which are like folders or groups of related content. These may include blog posts and newsletters for each month, plus holiday emails, essentials, or special themes.
Content Type
The “Content Type” menu shows the five formats of content. You can click on Newsletter, Email, Blog Post, or DIY Content to see all content of that type, presented in a searchable table. Or select Social to be brought to the separate social media menu.
Topics
The “Topics” list offers another way to find content related to particular areas. Click on a topic to see all available content (newsletters, emails, blogs, and DIY) related to that topic, presented in a searchable table. Each topic has a number next to it, showing how many content pieces are available in that category.
Social menu
Under the “Social” menu, you’ll find extensive options to create, share, and track social posts from our fully-integrated multi-platform tool. Many agency users spend the most time in the top two sections: Content and Planning.
Content
Under “Content,” you’ll find the Social Media Library. This is your main hub to browse through the content we provide with your Engage+ Content subscription, as well as any custom content that your agency chooses to create.
Planning
Under “Planning,” you’ll see the Content Calendar and Recurring Schedules. Both of these are powerful and efficient ways to schedule your social media posts.
Creating a Marketing Content Calendar
Most agencies can use Engage+ Content Marketing to create a full monthly content calendar in an hour or less. The most effective calendars present a balance of business-specific education and calls-to-action, seasonal posts, and light-hearted lifestyle engagement.
The sample calendar shown below provides an example of a balanced content mix. Any of these concepts can be changed to fit your business. In general, you can follow these guidelines:
- Send out monthly newsletters to clients and/or prospects according to lines of business (near the beginning of the month)
- Post a relevant weekly blog article on your website, with a corresponding social post that links to the blog (the “Auto Import” feature on our social media platform makes this easy)
- Post a weekly insurance topic or other business-related content on your social media channels (according to your agency’s lines of business)
- Post a weekly lifestyle topic on your social media channels (could include wellness tips, jokes, quotes, or recipes)
- Add in posts for any special days or holidays each month
- Add in customized agency posts to provide a personal touch and engage your followers