Benefits Brokers Content Marketing Strategy
A content strategy for employee benefits brokers should center on company-size-specific pages (small group, mid-market) and plan-type explainer pages (PEO, self-funded, level-funded) — not a generic blog. The single most common mistake in this category: no content differentiated by company size, when a 15-person and a 500-person employer need entirely different plan structures and pitches.
What to actually publish
The content types that do real work for employee benefits brokers:
- company-size-specific pages (small group, mid-market)
- plan-type explainer pages (PEO, self-funded, level-funded)
- open enrollment support pages
- cost-savings case study pages
What order to publish in
Start with whatever answers "can they actually get us a better group plan/rate than we have now, at our company size" — that's the highest-intent, most-searched content this subject has. Build out the rest of the page types after that foundation is solid, not before.
The trap most competitors fall into
No content differentiated by company size, when a 15-person and a 500-person employer need entirely different plan structures and pitches — avoiding this alone puts a site ahead of most of the category.
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