In today’s digital world, health insurance agents and agencies face a major challenge: consistently capturing the attention of potential clients without relying solely on enrollment periods or promotional campaigns.
The good news is that there’s a marketing strategy that keeps working long after it’s created: evergreen content.
In this article, you’ll learn what evergreen content is, why it’s so valuable, and how you can use it to strengthen your digital presence, educate your clients, and generate ongoing sales opportunities throughout the year.
What Is Evergreen Content?
Evergreen content is information that remains relevant over time. Unlike news updates, regulatory changes, or temporary promotions, evergreen content answers frequently asked questions, addresses common concerns, and provides long-term value.
For example, a guide on how to apply for a Marketplace subsidy will be just as helpful today as it will be six months from now, as long as the information remains current.
Why Is Evergreen Content Important for Insurance Agents and Agencies?
Using evergreen content brings multiple benefits—especially in a sector like insurance, where clients need education, guidance, and trust before making a decision.
Key Benefits:
- Drives consistent traffic to your website and social media
- Positions you as a trustworthy expert in your field
- Reduces repetitive marketing efforts
- Provides ready-to-use material for automated emails, posts, and training
- Supports your sales process with useful, client-focused content
In short, evergreen content works for you—even when you’re not actively promoting.
What Type of Evergreen Content Can You Create as a Health Insurance Agent?
Here are concrete examples of evergreen content you can create, adapt, and reuse in various formats:
Practical Guides
- How to enroll in a Marketplace health plan
- Steps to apply for APTC (Advance Premium Tax Credit)
- What to do if you lose your health coverage
Frequently Asked Questions
- What is a deductible?
- What’s the difference between an HMO and a PPO?
- What documents do I need to enroll?
Common Mistakes
- 5 mistakes to avoid when choosing a health plan
- Why you could lose your subsidy (and how to prevent it)
Glossaries or Term Explanations
- What does premium, coinsurance, or copayment mean?
- Basic health insurance vocabulary made simple
Comparisons
- Marketplace vs. Medicaid: which is right for me?
- High-deductible plans vs. low-deductible plans: pros and cons
Visual and Video Content
- Short videos explaining key benefits
- Infographics outlining the enrollment process
- Client stories (shared anonymously) that help others relate and understand
How to Make the Most of This Content
Creating evergreen content is just the first step. The real value comes when you integrate it strategically into your business as an agent.
Here’s how:
- Publish it on your blog or website: Optimize it for SEO and link to it in emails or social media posts.
- Reuse it periodically: Repost it every few months with a refreshed design or updated message.
- Automate with email marketing: Use it in your welcome series or follow-up campaigns.
- Share it on social media: Especially during slow seasons or between enrollment periods.
- Use it as an educational tool: During client meetings, to explain key concepts clearly and visually.
How Much Evergreen Content Should You Have?
It’s not about quantity—it’s about quality. Having just 5 to 10 strong pieces of evergreen content is enough to create a solid foundation for your year-round marketing strategy.
Start with the topics that generate the most questions from your clients and build from there. Over time, you can expand and update your content library as your audience evolves or new regulations are introduced.
Evergreen content is more than a marketing tactic—it’s a smart investment that helps you educate, attract, and retain clients consistently. In a field like health insurance, where trust and clarity are critical, evergreen content positions you as a knowledgeable, reliable, and value-driven professional.
If you’re not yet using this strategy, now is the perfect time to start.
