Case Study

Lightwell Insurance Advisors: Created a unified voice and showcase for their agent's expertise through original content.

Lightwell partnered with Content Monsta to create a scalable content engine anchored by a professional podcast designed to amplify internal expertise, unify their agency network, and extend their reach across multiple digital channels.

Their primary goal was to transform expert conversations within their agency network into high-impact, multichannel content that would elevate brand visibility, empower agents, and strengthen internal alignment.

Goals

Lightwell aimed to:

  • Give voice to the diverse subject-matter experts within its agency network.

  • Build brand unity across independent agencies under the Lightwell identity.

  • Increase content output without increasing internal headcount.

  • Repurpose expert conversations into multichannel content.

  • Empower agents with shareable resources to support their outreach.

Company

Lightwell Insurance Advisors is a national network of 16 independent agencies operating in 35 states, providing risk management and insurance services to ministries and faith-based organizations. With a combined staff of around 400, the organization operates under a shared brand — Lightwell — and supports specialized insurance needs across diverse sectors like mission travel, schools, and churches. Their central marketing team sought to create a unified voice and showcase their agencies’ expertise through original content.

Industry

Insurance

Key Services Used

  • Podcasting
  • Remote Video Production
  • On-Camera Coaching
  • Content Repurposing

Challenges

  • A small internal team lacked the time and tools to produce high-quality content at scale.

  • Agencies had deep expertise but no shared platform to amplify it.

  • Needed a way to turn conversations into high-impact, versatile content.

  • Wanted to make experts feel like part of one brand rather than 16 separate entities.

Our Strategy and Approach

Lightwell partnered with Content Monsta to launch the Lightwell Podcast, a scalable content platform built around video and audio interviews. The strategy included:

  • Professional podcast production with video capture.

  • A content repurposing model that turned one conversation into:

    • Audio podcasts

    • YouTube Shorts

    • Instagram Reels

    • Long-form YouTube videos

  • Featuring a rotating lineup of agency representatives to reflect broad expertise.

  • Distributing content across internal networks and public channels.

Implementation

  • Initial rollout: Ongoing podcast episodes produced with a full repurposing suite.

  • Content production flow:

    1. Record a high-quality podcast interview.

    2. Extract multiple short-form clips and long-form video.

    3. Publish across social media, YouTube, and internal platforms.

  • Internal buzz: Created a queue of eager agency contributors waiting to be featured.

Results

Within the first 10 episodes (show ongoing):

  • 🎙️ Each episode generates 5–6 content assets.

  • 📊 400+ employees across 16 agencies now have expert voices amplified.

  • 🌐 Multiformat content strategy expanded presence on Instagram, YouTube, and more.

  • 💬 Strong internal demand: agents ask to be featured; some express “jealousy” over not appearing yet.

  • 📈 Elevated perception of the marketing team’s output and reach.

Key Insights and Learnings

  • A podcast-first strategy allows small teams to scale like large publishers.

  • Repurposing one conversation across formats maximizes ROI and content velocity.

  • Featuring internal experts builds ownership, pride, and engagement.

  • Creating demand to be featured is a sign of internal adoption and success.

  • A strong content vehicle can unify decentralized teams under one voice.

“The podcast has been a powerful tool for uniting our brand. We’ve got agents who are actually jealous they haven’t been featured yet — and we tell them, ‘You’re in line!” — Lightwell Marketing Team

~ Adam Clark, AVP Marketing | Host of the Lightwell Podcast

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Other Client Testimonials

"They make quality podcasting so easy, even with our hosts working remotely from different locations.”
Rose Kelly
Brightloom
“A lot of people have commented on how great it sounds, “high quality.”
Brittney Upman
ShoreView Industries
“We could not have had the quality or success we’ve experienced on our podcast without our partner, Content Monsta.”
Don Sena
Consumer Track

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