Although artificial intelligence (AI) has been around for several decades, it has become a buzzword in the last couple of years as it relates to content generation. In fact, a study by Grand View Research found that AI is expected to grow at an annual rate of 37.3% from 2023 to 2030.
Recently, Gillan Boyer, The Brokerage Inc.’s Marketing Director, invited Bob Whitis, BrightFire’s Director of Operations, onto their podcast, The Broker Link, to discuss best practices for insurance agencies to implement so they can leverage AI for content generation.
Get a summary of the podcast episode below, or listen to the full podcast episode from The Broker Link here.
Definition of AI & Popular Tools
- AI tools generate a response based on a user prompt (i.e., asking AI to generate content, code, answers to questions, outlines, and more).
- Some popular tools include ChatGPT, Google Gemini, Microsoft Copilot, and DALL·E 3.
- It’s best practice to create very specific prompts with multiple sentences explaining the tone of voice, length, and style that you want the content to be written.
- Several software solutions have integrated AI tools into their platforms (i.e., ChatSpot by HubSpot, Einstein Copilot, Copilot Studio by Salesforce, and OwlyWriter by Hootsuite).
Pros of AI-Generated Content
- 64% of business owners believe AI will improve productivity, and 42% believe that AI will streamline job processes (Forbes Advisor).
- Agents can save time by using AI tools to generate content ideas, create outlines, or rewrite existing content.
- AI tools can create SEO-optimized content.
- AI tools can review existing content for typos and grammatical errors (i.e., Grammarly).
Cons of AI-Generated Content
- 43% of businesses are concerned about technology dependence (Forbes Advisor).
- Agents should review and modify outputs from AI tools.
- AI-generated responses may be factually incorrect due to their limitations on training and gaining the most up-to-date facts and statistics.
- 75% of consumers are concerned about misinformation from AI (Forbes Advisor).
- It can be easy to become overly reliant on AI tools and miss important steps in the creative process such as what your overall goal was for a piece of content.
- While AI can create a response in a certain tone, it doesn’t have your agency’s authentic personality or writing style.
Benefits for Your Insurance Agency
- Agents can publish fresh, professionally written content while saving time and energy.
- Agents can build trust and credibility with prospects online by leveraging AI to improve the quality of the content they provide on their websites.
- If agencies leverage AI to become more active and publish more content on their blogs and social media channels, they can grow their audiences faster.
- Helpful blog content on agencies’ websites can grow their reputation as industry experts in their local communities.
- Posting blog articles regularly improves the SEO of agencies’ websites.
Ready to boost your insurance agency’s content strategy?
If you have any questions about what we discussed in the podcast episode or how BrightFire can help your agency take your content strategy to the next level with our various digital marketing solutions, please schedule a call with sales.
Additionally, if you’re attending The Brokerage’s kickoff event in the Dallas-Fort Worth area on September 24th, you can stop by BrightFire’s booth to connect with Bob Whitis and discuss your agency’s digital marketing efforts.
