Your Best Content Is Already Written. How to Turn It into a Revenue Enabler.

By Jennifer Compton | Founder & CEO, J&L Communications

See how we help brands turn strategy into action.
Take the Insurance Content Effectiveness Scorecard

For life and annuity insurers, the pressure to produce more content has become a distraction from a more urgent problem: the content you already have isn’t working hard enough.

Walk through the digital presence of nearly any mid-market L&A carrier and you’ll find the same pattern. Rich proprietary research. Detailed annual reports. Actuarial insights. Executive commentary on markets, longevity, and retirement security. All of it carefully produced, compliantly reviewed, and then quietly buried in a dense PDF or an investor relations page that most advisors and consumers will never read.

Valuable content shouldn’t be a compliance burden. It should be a revenue engine. Today, there’s an added layer of urgency. Increasingly, advisors and consumers aren’t just finding information through search results—they’re getting answers from AI. And those answers don’t surface entire reports or PDFs. They extract, summarize, and cite only a handful of sources.

If your content isn’t structured to be found, understood, and trusted by these systems, it doesn’t just go unused—it goes unseen.

The Hidden Cost of Content That Goes Nowhere

The raw material sitting inside most carriers is genuinely valuable. Financial strength narratives. Dividend histories. Proprietary studies on retirement attitudes and behavioral trends. Governance data and policyowner communications. Product performance data. In the hands of an advisor at a client meeting, or a prospective customer evaluating options online, this information could meaningfully move a decision.

Instead, it’s inaccessible. And increasingly, that inaccessibility isn’t just a user experience issue—it’s an AI visibility issue. Content buried in PDFs, written in dense language, or lacking clear structure isn’t just hard for people to navigate. It’s difficult for AI systems to extract, interpret, and cite.

Which means your expertise may be informing the market—but your brand isn’t getting credit for it.

Annual reports stay boilerplate and jargon-heavy, with little plain-language translation. Thought leadership gets published once and rarely repurposed. Research on longevity trends, GLP-1 health impacts, or Gen Z financial attitudes is acknowledged in a whitepaper and then shelved, never connected to a specific product conversation, an advisor objection, or a consumer need.

Carriers that rely heavily on parent-company documents or consolidated highlights are particularly exposed, leaving perceived trustworthiness and advisor utility on the table. Even firms with stronger integrated digital ecosystems consistently leave gaps between their research output and their sales enablement infrastructure.

The problem isn’t content quality. It’s content activation.

What Activation Actually Looks Like

Closing this gap doesn’t require a content overhaul. It requires a strategic reframe: every report, study, and data set should be evaluated not just for what it says, but for what it can do—and whether it can be surfaced, extracted, and cited in AI-driven answers.

A few high-impact transformations illustrate the opportunity:

Reports become advisor tools. Financial strength data, dividend histories, and investment performance metrics extracted from annual reports can be converted into interactive comparison matrices or outcome dashboards: tools advisors can use in real client conversations to illustrate guarantees versus non-guaranteed elements under different rate and inflation scenarios. A document is filed. A tool is used weekly.

Research becomes a campaign engine. A proprietary study on retirement income attitudes shouldn’t live in a single white paper. Broken into short videos, infographics, email sequences, and webinar content, each with a clear call to action, it becomes a multi-month engagement engine tied to specific product conversations. Connect longevity data to the income rider’s positioning. Connect inheritance attitudes to legacy planning conversations. The research already supports these links. That work is what’s missing.

Dense disclosures become decision support. Fee structures, surrender schedules, crediting rates, and product mechanics are notoriously difficult for consumers and advisors to navigate. Converting these into visual “Product Compass” explainers, animated FAQs, or interactive simulators doesn’t just improve experience, it reduces sales friction and builds the trust that accelerates conversion. Just as importantly, structuring this content into clear, front-loaded answers and modular formats increases the likelihood that it will be surfaced in AI-generated responses—meeting advisors and consumers at the exact moment they’re asking the question.

The Content Dividend Framework

For carriers ready to treat content as a revenue asset rather than a communications cost, the path forward comes down to three steps. We call this the Content Dividend Framework: a practical sequence for turning existing assets into ongoing commercial return.

Audit. Before producing anything new, inventory what you already have. Map your existing assets, reports, studies, data, executive commentary, against the actual touchpoints in your advisor and consumer journeys. Where is the content? Where does it need to be? The gap between those two answers is where the dividend lives. This now includes understanding where and how your brand appears in AI-generated answers. Which questions are being asked? Where are competitors being cited? And where is your expertise present—but not attributed?

Activate. Pick two or three high-leverage wins and move. One interactive tool built from existing report data. One campaign series repurposed from a recent proprietary study. Define your success metrics upfront: advisor adoption, lead quality, sales influence. The goal isn’t a full content overhaul. It’s proof of concept with real commercial signal. Activation today also means structuring content for extractability: clear, plain-language answers in the opening lines, consistent terminology, and formats that AI systems can easily interpret and reuse.

Attribute. Tie every activated asset to measurable outcomes, not just downloads, but pipeline impact, illustration requests, and advisor engagement rates. Content without attribution stays a cost center. Content with attribution becomes a business case for continued investment. Increasingly, that includes tracking not just engagement, but visibility within AI—where your brand is cited, how often it appears, and which high-intent questions you are winning or losing.

The firms that will differentiate in the years ahead, as retirement demand accelerates and product complexity grows, won’t necessarily be those producing the most content. They will be the ones generating the most return from what they already have.

The shift isn’t just from content creation to content activation. It’s from publishing information to becoming the answer.

The firms that understand where they stand—not just in search rankings, but in AI-driven discovery—will be the ones that convert expertise into growth.

Where Does Your Firm Stand?

We built the Insurance Content Effectiveness Scorecard to give marketing leaders a clear picture of where they stand across the dimensions that drive content dividend: thought leadership, reporting and transparency, digital content, distribution usefulness, and content consistency. It’s a 20-question self-assessment that takes about 5 minutes and delivers an immediate benchmark, including where your gaps are most likely to show up.

Take the Insurance Content Effectiveness Scorecard

Your content may already be shaping the answer. The question is whether your brand is being credited for it. If you’d like to talk through your results or explore what the Content Dividend Framework looks like for your firm specifically, I’m glad to connect.

Is your video content making an impact or gathering dust?

Did you know 72% of people prefer to learn about a product or service by watching a video? Or that video is now the most effective way to engage customers on LinkedIn thanks to an impressive 82% view rate?

Whatever your thoughts on the merits of watching versus reading, the world’s rising preference for moving images over static text is clear. No surprise, then, that a growing number of firms are investing large chunks of their marketing budget in video production.

Yet while 81% of businesses already use video as a marketing tool, 57% of marketers also cite it as the most difficult type of content to produce. And this, of course, begs the question: Is all that investment reaping the rewards in terms of customer relationships, lead generation and sales conversion?

Here are our six steps to producing videos that make an impact without breaking the bank:

Stop making corporate videos and start engaging customers with video content. In a world of content overload, low corporate trust and conscious consumerism, slick, highly-stylized corporate videos often lead to a sense of skepticism and disengagement among audiences leery of being ‘marketed to’. On the flipside, creating authentic video content that’s relevant to people’s lives can be hugely effective. So, consider having your CEO shoot a selfie-style rather than spending hours in the edit suite crafting that perfect office panorama shot.

Start with what you have. Not every piece of video content has to be created from scratch. From white papers and research studies, to customer stories and sales presentations, be sure to check what assets you already have in-house that could be used to tell your story entertainingly and informatively on-screen.

Plan meticulously. What messages do you want to get across – and does your storyboard deliver them? Are you creating a single long-form piece, a series of social media cut-downs or both? What’s your distribution and amplification strategy? Knowing the answers to these questions (and more!) from the outset can help shape your video content and ensure it delivers real value for your business.

Be concise. A recent study found that 57% of US business decision-makers and purchase influencers say their preferred format for thought leadership content is ‘snackable’ media that can be digested in a few minutes. So, rather than doing that 30-minute webinar with your CFO at annual results time, how about creating a short and snappy animation bringing to life the key numbers instead?

Don’t be more white noise. . In other words, cutting through the clutter when it comes to video content is getting harder. Remaining laser-focused on what’s relevant and meaningful to your audience is therefore paramount. And the way to do that is by taking the time to do your research

Make your point…but don’t hammer it. A good rule of thumb is to mention your product or website three times in a 30-second piece of video content – ideally visually as well as audibly given that people often watch video content without the sound. Remember the need for authentic and engaging content though. So, yes, make your key point(s) clearly, but don’t cross the line into repeatedly shouting marketing messages at an audience who will simply switch off.

At J&L, we specialize in creating video content that reaches the right people in the right way at the right time – and we’d love to chat to you about how we can help your business do exactly that.

Connect with us by emailing Jennifer Compton at jennifer@jandlcomms.com

B2B Content Marketing Lessons from 2019 and Predictions for 2020

Keeping on top of the latest trends and developments in B2B content marketing is never easy. New content types and formats are continuously evolving to be pushed out through emerging channels, while at the same time budgets are squeezed and KPI expectations rise. As we usher in a new year, here are our main takeaways from 2019 and trends we predict will be key to creating successful corporate content in 2020.

1. Creative thoughts

What was clear is corporate giants have upped their game creatively. It turns out that inspiring and innovative campaigns aren’t just for B2C companies – B2B marketers like IBM & SAP pushed the boundaries in terms of content and channels despite having fewer internal resources. And while Virtual Reality didn’t take off in the way many had predicted, we think there will be huge returns for marketers who continue to experiment with creative solutions – with brands fighting for attention, standing out from the crowd with innovative campaigns pays dividends.

2. Adding some bite

Snackable, bite-sized content, now a content marketing mainstay, became more informal and cheaper to produce than ever and B2B brands certainly created no shortage of it. This jump in volume saw plenty of clever, engaging content but also a deluge of low-quality filler, which left some clients distinctly unimpressed. The average person spends just 37 seconds looking at B2B marketing content and 53% of B2B buyers consume 3-5 pieces of content before making contact, so quality is key to conversion.

3. Great(er) expectations

As client attention has been harder to grab and budgets are tightening, marketers are putting more emphasis on detailed reporting and results. It’s not just about coming up with big ideas but being able to successfully execute them and then generating measurable data to record campaign metrics, showing engagement and leads. Most marketers (40%) now monitor their campaigns weekly with more than 25% checking results on a daily basis.

So, what does all this mean for 2020?

1. Every picture tells a story

Instagram will continue to be even more important as a channel, allowing B2B brands to meet and engage with customers where they are as the line between work and personal life blurs. More and more corporates are starting to embrace Instagram as a means of attracting new talent by showcasing their company’s culture, values and purpose.

2. Quality not quantity

Brands will have learnt the lesson of 2019 and invest more in quality over quantity as they figure out which content drives awareness, engagement and leads. But we don’t expect marketing budgets to be increased. Instead, we predict brands will need to be more creative with what they have and much pickier when approving projects and campaigns to ensure the content they do invest in provides demonstrable returns.

3. Rise of the machines

Automation will become commonplace in marketing teams as the routine tasks of social scheduling, posting, and optimizing are no longer manually completed by junior executives but instead teams will utilize Artificial Intelligence (AI). While some B2B companies already take advantage of AI to extend their manpower, we expect this to become more common in 2020 as teams become leaner while servicing ever-growing workloads.

4. Building the right relationship

Corporate giants have switched from agency to in-house and back again as they try to get the right balance – the goal seemingly to create an in-house team vibe within their agencies. While creativity used to be the primary USP of an agency, building trust with the client and gaining a deeper understanding of their internal framework (process, legal, compliance, etc.) are now just as important. Corporations will be looking for a holistic approach and seeking partners who can develop campaigns which deliver results, while seamlessly integrating with internal stakeholders.

Contact us to find out more about our thinking and approach, and how we’ve helped Fortune 500 companies achieve their complex goals.