Content Director

Content Director

Decatur, IL

This Content Director role supports three insurance organizations within the Integrity Marketing Group family:

• New Horizons Insurance Marketing is a senior market Field Marketing Organization (FMO) that supports independent insurance agents specializing in the senior market. We provide service, marketing, training, and technology to help agents sell more business and serve more clients effectively. New Horizons operates B2B, creating content that educates and empowers insurance agents so they can focus on what they do best: selling policies.

• Sams/Hockaday & Associates is our local insurance agency (in Decatur, IL) serving consumers over the age of 65 in surrounding areas. Operating B2C, Sams Hockaday helps those retirees navigate Medicare, retirement planning, and related insurance products.

• Senior Allies is our national insurance agency that serves consumers across the country. The mission is the same as Sams/Hockaday – it’s just the service area that is different. Also operating B2C, Senior Allies reaches seniors nationwide with educational content and insurance solutions designed specifically for the 65+ market.

Job Summary

You'll be the main writer for all three companies. That means you need to write for two very different audiences:

• Insurance agents who need to stay informed about products, compliance, and sales strategies (B2B)

• Seniors age 65+ who need clear, simple explanations about Medicare and insurance options (B2C)

The core skill we need? Strong technical writing. You need to take complicated insurance and Medicare topics and translate them into plain English that anyone can understand. For our senior audience, we want to make Medicare easy and simple. For our agent audience, we want to empower them with resources they can actually use—whether that's marketing materials, product updates, or insights about market changes.

Almost everything we do is online, so having some basic SEO knowledge would be helpful.

What You’ll Do:

Content Planning & Strategy

• Manage content calendars for all three brands

• Research keywords and plan content that drives organic traffic and leads

• Track what's working and adjust the strategy accordingly

Writing (This Is Most of the Job)

• Write a weekly in-depth blog post for New Horizons (agents)

• Oversee bi-weekly blog posts for Sams/Hockaday (consumers)—a freelancer helps with these

• Write monthly blog posts for Senior Allies (consumers)

• Create educational content, how-to guides, and training resources

• Write email newsletters weekly for New Horizons, bi-weekly for Sams/Hockaday, monthly for Senior Allies

• Handle announcement emails as needed for New Horizons (new products, carrier updates, webinars, etc.)

• Update website content—new product pages, carrier pages, announcements

• Create lead magnets like downloadable guides and checklists

• Write social media posts and promotional copy

• Ghostwrite for company leadership when needed

• Optimize everything for SEO whenever possible (more important on the B2C side as there is more competition for the topics we write about there)

Website & Digital Management

• Update websites with new content, quarterly incentives, and annual Medicare changes

• Make sure all content is SEO-optimized and user-friendly

• Respond to blog comments

Events & Webinars

• Create event listings and promotional materials

• Write copy for seminar marketing

• Promote webinars and training sessions

Compliance

• Maintain HPMS certification to submit materials to CMS

• Ensure all content meets Medicare marketing regulations

• Stay current on compliance requirements and answer agent questions about compliance

Who We’re Looking For

The ideal person for this role would have a degree in English, journalism, or a related field. Any kind of online writing experience would be great, and a background in SEO or digital marketing would be very helpful. We use the following tools: Webflow, GoHighLevel, HubSpot, Slack, and Monday. Any knowledge about the insurance industry would also be helpful.

You do not need to be a SME to succeed in this role – there are plenty of experts here that you can interview and speak with to write the content, and the lo