How to Create Content as a Financial Advisor
As a financial advisor, your clients, potential clients, and audience are looking for valuable information from your business. By utilizing content marketing strategies, you can effectively reach and engage with your target market in a natural and organic manner. This can result in increased conversions, improved brand awareness, increased revenue, and establishing yourself as a leader in your industry.
For financial advisors, it's important to continuously evaluate and improve your content marketing strategy. Whether you're developing a new strategy or revising an existing one, this guide will provide you with an overview of content marketing, different types of content, practical examples and tips on how to implement a successful strategy to create and share valuable content that resonates with your target audiences.
This guide will cover:
- Content marketing
- What is content marketing
- The types of content marketing
- The best content marketing examples by other financial advisors
- Developing your own content marketing strategy
Content marketing is a strategic approach to creating, publishing, and distributing valuable and relevant content to a specific target audience in order to achieve a specific business goal, such as generating leads, building brand awareness, or increasing sales. It focuses on attracting and engaging with a specific group of people by providing them with information that is relevant and useful to them, rather than just promoting products or services. This type of marketing helps to build trust and credibility with potential customers and can ultimately lead to increased conversions and revenue for the business.
Content marketing is not just about creating and publishing content, but it is about carefully targeting your content to your specific audience in order to attract them in a natural and organic way. Outbound marketing techniques that interrupt audiences are less effective than they used to be.
Today, content marketing is about creating a narrative and telling a story that feels authentic and tailored to your audience. This helps to increase engagement and build trust with your target market. In summary, content marketing is a strategic approach to creating and distributing valuable and relevant content that resonates with your target audience and ultimately helps to achieve your business goals.
Why is content marketing important for financial advisors?
- Provide education to potential clients on your products and services.
- Increase conversions through targeted content.
- Develop strong relationships with customers leading to increased loyalty.
- Demonstrate how your products and services can address client's needs and challenges.
- Foster a sense of community and connection around your brand.
Types of content marketing for financial advisors
1. Online content creation
Online content marketing encompasses all types of digital content you publish on the internet, specifically on your website. A well-crafted online content marketing strategy will improve your search engine ranking, making it easier for the right audience to find you. This can increase visibility and drive more targeted traffic to your website.
2. Social media content marketing for financial advisors
Social media content creation is the process of creating and publishing content on social media platforms with the goal of engaging and building relationships with an audience. This can include text posts, images, videos, infographics, live videos, and more. Social media content creation is important because it allows businesses to connect with their target audience in a casual, conversational way and build a community of loyal followers.
One data point to consider is that as of 2021, there are over 4.2 billion active social media users worldwide. This means that social media platforms provide a vast audience for businesses to connect with, making it a valuable tool for building brand awareness, driving traffic and conversions, and gaining insights on customer preferences.
3. Blog content marketing for financial advisors
Blog content marketing is the process of creating and publishing blog content with the goal of educating, engaging, and building relationships with an audience. The content can include a wide range of topics that your prospects and clients care about. Blogging is an important aspect of content marketing as it allows financial advisors to establish themselves as thought leaders in their industry and build trust with their audience. It also provides an opportunity to target long-tail keywords, which can help to improve search engine rankings and drive more targeted traffic to a business website.
One data point to consider is that financial advisors that a blog have 55% more website visitors than those that don't. This highlights the importance of having a blog as part of your content marketing strategy, as it can drive more traffic to your website and potentially increase conversions.
4. Podcast content marketing
Podcast content marketing is the process of creating and publishing audio content in the form of a podcast with the goal of educating, engaging, and building relationships with an audience. Podcasts can be a great way for financial advisors to share their expertise, insights, and advice on a wide range of topics related to personal finance, investing and wealth management. Podcasting is an important aspect of content marketing as it allows financial advisors to connect with their audience in a personal and engaging way, and build trust with their listeners. It also provides a new way to reach a different type of audience and to stand out in a crowded market.
One data point to consider is that as of 2021, there were over 1 billion monthly active users of podcast apps and platforms. Podcasts are becoming a popular medium for listeners, and financial advisors can leverage this to reach new audience and increase their visibility in the market. This can lead to increased brand awareness, generating leads, and ultimately more business for the financial advisor.
5. Video content marketing
According to Cisco research, 82% of all internet traffic came from video streaming and downloads in 2022. This highlights the importance of incorporating video into a financial advisor's content marketing strategy, as it can help to reach a larger audience and increase visibility. Video content can also be shared on various platforms such as YouTube, social media, and the advisor's website, providing multiple touchpoints for potential clients to find and engage with the financial advisor's content.
Video is a powerful medium that allows financial advisors to communicate complex financial concepts in a more engaging and easily digestible way and allows advisors to establish themselves as thought leaders, build trust with their audience, and increase brand awareness.
Examples of Content Marketing for Financial Advisors
We’ll go through some examples of different types of content to give you insight into how you can incorporate content into your marketing strategy.
1. Example of Instagram content marketing
Greg Drozdow is a financial advisor and Director of Business Development for Convos, Snappy Kraken. His Instagram account is a great mix of business and personal. At the top, he has pinned a few posts related to his business so it’s clear to a visitor.
2. Example of Twitter content marketing
Rachael Camp uses Twitter to provide valuable content to her audience as well as creates a community amongst other financial advisors and people looking to learn more about financial topics. She understands the importance of sharing “free” insights to her audience. Remember, creating content is about giving away valuable information. Additionally, she interacts with others and makes sure to reply to questions.
3. Example of LinkedIn content marketing
In this LinkedIn example, I am using an interesting hook to capture the audience's attention. I re-posted another LinkedIn post to create a piece of content for readers. It’s crucial that your message preview on LinkedIn can grab the attention of readers, which is why financial advisors need to be thoughtful about the first few sentences.
4. Example of blog content marketing
Creative Planning is a large wealth management firm based out of Overland Park, KS. Creative Planning uses its blogs to respond to people’s questions they may have. In this example, they are responding directly to people looking to begin the New Year on a sound financial foot! Blog content marketing is a great way to attract new users (SEO) and educate users.
5. Example of video content marketing
In this example, Colin Overweg a financial advisor in Los Angeles, CA is using TikTok to create video content. He is using clear titles in his video previews, which helps the viewer understand what to expect before the video is played. Colin can also repurpose his TikToks onto other mediums like YouTube and even LinkedIn and Twitter. Video content performs very well when the creator is being genuine, especially on TikTok.
6. Example of podcast content marketing
Podcasting can be tough to initially start, but it’s a great way to build rapport with your audience and share valuable information. The Long Game, a podcast from Thomas Kopelman and Treyton Devore, is focused on millennials and finance. Listeners can subscribe to receive notifications about new episodes or tune into specific segments. Podcasting for financial advisors serves as a great way to connect with a target audience and gain a following of listeners. Check out some of their recent episodes on Apple Podcasts.
Content Marketing Strategy for Financial Advisors
Now that you have a good understanding of the different types of content you can create, it’s time to put it together.
Determine your specific goals
- Do you want to improve your brand awareness?
- Do you want to schedule more meetings?
- Do you want to build rapport amongst your peers and prospects?
- Do you want to attract strategic partners?
Decide on the type of content to create
Different types of content will answer different questions for your audience.
To help you narrow down what content you want to focus on, you want to ask yourself the following questions:
- What do my clients need help with?
- What challenges do prospects have?
- Why do prospects need me as their financial advisor?
- Is your content going to be informative, educational, or funny?
Decide on which content mediums
It’s difficult to produce content on every medium we listed above. If you want to produce written content, it’s a good idea to start with a blog post on your website. Your blog post can then be broken down into smaller pieces, which you can use for Twitter, LinkedIn, and video topics.
Decide on how often you’ll post your content
Use a free social media content calendar to keep yourself accountable. Start small and add on as you see fit. Being organized with your content will help you stay on track and be consistent.
Track your results
Most mediums have their own free analytics tools - use them! You want to track the engagement of your posts, followers, likes, shares, and comments. Additionally, you want to track the demographics of your content. Be cautious of your content landing in front of your peers and not prospects.
Financial Advisors can engage their target audience with content marketing
Content marketing is a powerful tool that allows financial advisors to connect with their target audience and achieve their business goals. By creating valuable and relevant content, you can increase conversions, generate revenue, grow brand awareness, and build strong relationships with your prospects and clients.
Additionally, by repurposing and reusing your content, you can extract more value from your efforts.
To begin, identify the most effective types of content for your business and audience and develop a content marketing strategy that will help you achieve your goals. Start utilizing content marketing today to enhance your brand awareness and grow your business.