The thrill of entrepreneurship is found in this: no matter how high the next hill is to climb, if you believe, work hard and get the right support, you can make it to the top.
by Tom Searcy
I have watched some of the best of the best follow this format in their approach to customers. More often than not, they become trusted advisers on the way to the sale, rather than after the sale.
Professional liability insurance covers a small business for potential errors from employee acts.
by BJ Hardman
Cryoablation is FDA 510k-cleared and has been a safe and effective treatment for more than a dozen years, yet many health insurers continue to deny their insureds a superior treatment option for a frequently disfiguring disease. One wonders why?
by Tom Searcy
by Fay Feeney
Editor's Note by Paul Carroll
December 02, 2013
This article from CMO.com provides a nice excuse to get past the welcome note we posted here as part of the relaunch of the website and turn to the serious business that ITL is about. The article provides numerous statistics about how we—as in, all of us who read the material and interact through the site—are on the cutting edge of changes in the world of insurance.
For instance, 93% of business-to-business (B2B) companies are now using some form of thought-leadership pieces in their marketing, and 73% are producing more such material than they did a year ago. Among the marketers surveyed, 39% of the entire budget for marketing, advertising and communications is now devoted to content marketing.
Here’s a number I really like: 53% recognize that they aren’t doing enough, that they aren’t producing enough thought leadership to engage customers and prospective customers.
The survey also shows that people recognize the need for quality. Respondents said that 10% to 20% of their thought leadership pieces drove 90% of their readership and that a mere half of one percent produced 50% of the readership.
As Mark Twain once said, “The difference between the right word and the almost right word is the difference between lightning and a lightning bug.”
That’s why we set such high standards at ITL—and are going to keep raising them.
Now, I’m not naïve, and you’re not, either. It’s obviously in the interests of a content-marketing site such as CMO.com to highlight the need for content marketing. It’s in my interest to use their survey to highlight the importance of thought leadership. But I believe the numbers in the survey are at least directionally right.
If you’re going to compete these days, especially in a field as complex as insurance, you need to not only be the best but have to demonstrate that you’re the best through the quality of your ideas. And you have to do so time and again—as an old colleague of mine at the Wall Street Journal liked to say to new reporters who worried about devoting too much coverage to a subject: “If you have a good story, you ought to write it every once in a while.”
Please stay tuned. Now that I have this blog launched, I’ll be chiming in with thoughts two or three times a week on a wide array of subjects. I hope you’ll not only read but comment. After all, our motto is, “Welcome to the conversation.”
Paul Carroll is the Chief Executive Officer and Editor of Insurance Thought Leadership. Paul spent 17 years at the Wall Street Journal as an editor and reporter getting about as broad an exposure to the world of business and to senior executives as the paper could provide. The paper nominated him twice for Pulitzer Prizes. He was a finalist once. If you would like to contact Paul, please send him an email.
The ITL leadership team brings together a powerful mix of insurance-industry expertise, experience in publishing, and world-class editors, writers and marketers. And, of course, there’s you—the thought leaders whose ideas will shape the future of insurance and the readers who will implement many of those ideas.
There is a saying we subscribe to: “Nobody is as smart as everybody.” So, rather than have a staff of people try to report on all important developments in all parts of the complex world of insurance, we have created a platform where the smartest people can share their best ideas. Together, we will be smarter than any one expert or publication can be.
The short answer is: Because we can. The Internet and, in particular, social media have created ways of sharing ideas and communicating that weren’t possible back in the dark ages—think the early 1990s. And we all know that insurance needs help: The complexity is stunning. So, any way that we can simplify and streamline insurance will produce huge benefits.
We vet articles that are submitted to us, edit them in collaboration with the thought leaders who write them and then post articles here. We provide links so that readers can communicate with the thought leaders and draw on their expertise. Over time, we will add more video, webinars and other capabilities. The rest is up to you.
Today's Featured Video
Late-breaking video news and information for the insurance and related industries provided by our media partner World Risk and Insurance News.