Content marketing is a valuable and often underused tactic for marketing insurance or other products that are complicated or specialized. Some purchasing decisions can be daunting, intimidating and even frustrating tasks. Prospective buyers are often left to struggle through their journey, blindly searching the internet or asking peers or friends for recommendations. As a marketer, it's your job to be aware of their decision-making struggles so you can create content that says, “We’re here to help. We’re in this together.”