This work deals with the implementation of a content strategy for a financial services office using the example of the Disability insurance. Occupational disability is increasingly affecting employees who are not physically demanding. In the security of the state, there have been massive cuts in recent years. Nevertheless, there is hardly any awareness in the population regarding the meaningfulness of private security. Exemplifying this very special and in need of explanation Product will be explained how to analyze target groups for insurance products and what can be deduced for the content to be produced. After a thorough examination of the subject of occupational disability, the method section takes three different perspectives on a content-strategic orientation of the content. A look at the company and the brand ensures a common understanding and uniform online communication within the company. A detailed analysis of the target group shows who can be addressed with the issue of occupational disability and what information is required at which points of contact with the customer. A look at already existing contents (of insurance companies) should show possibilities and improvement potentials for own content production. The Implementation chapter uses Halvorson & Rach's Content Strategy Quad to show what content- and person-related aspects to consider when creating content, and how to implement this process. In conclusion, the author discusses her concerns about a content-strategic approach to small business owners, and emphasizes the importance of turning knowledge to the needs of insurance companies and larger brokerage firms.