Content Marketing

Feature Friday: November 20, 2020

Happy Friday! We’re closing in on the weekend and hope that everyone has had a great week. It’s been busy but productive, and we can’t wait to share some of our favorite reads from the week with you. Our top reads include adapting your marketing to the pandemic as a financial advisor plus marketing opportunities throughout the COVID-19 pandemic. Additionally, find out more about creating a content calendar, how to boost your social media posts plus how to improve in-person conferences. Enjoy!

1. #FASuccess Ep. 203: Adapting Financial Advisor Marketing To The Pandemic By Sticking With What (Virtually) Works, With Maribeth Kuzmeski via Nerd’s Eye

Maribeth Kuzmeski of Red Zone Marketing had the chance to chat with Michael Kitces to discuss how financial advisors have been marketing throughout the pandemic. Connecting virtually has been a crucial part of helping advisors connect with prospects and clients, and one tool that was mentioned was Lead Pilot. She noted how Lead Pilot help with pulling in prospects and putting out content that is interesting to a certain audience.

Find out more about Maribeth’s marketing tactics by giving the podcast a listen.

Michael Kitces interview

2. Five Marketing Opportunities in the Pandemic via Advisor Perspectives

Like many other businesses, the pandemic has interrupted growth plans and marketing opportunities for financial advisors. So, how are people continuing to market and grow their business during these difficult times? Here are 5 opportunities that you can capitalize on.

  1. Market to a niche or a specific target audience
  2. Make sure you are using the correct technology
  3. Exploit new digital and content marketing opportunities
  4. Host virtual events and marketing videos to give your Zoom meetings a step-up
  5. Implement a key resource to help with growth

The pandemic has been hard on everyone, but try to make the best of the situation at your business by implementing these tactics and taking advantage of the opportunities.

Advisor Perspectives

3. 3 Important Parts of Building Your Advisory Firm’s Content Calendar via Three Crowns Marketing

When it comes to marketing as a financial advisor, a content calendar is an incredibly important part of it. It’s the backbone of your marketing strategy, and it should be included in your upcoming 2021 plan. When it comes to creating a content calendar, keep these three crucial aspects in mind.

  1. Personas
  2. Scheduling
  3. Reality

What do those things mean? Read the full article to find out!

Three Crowns Marketing

4. Episode 271-Secrets To Writing Click-Worthy Social Media Posts for Your Niche-With Jeff Woodhouse via Top Advisor Marketing

It’s one thing to create social media posts for your firm’s platforms, but how do you find one that really speaks to your niche and boasts the highest engagement? In today’s podcast, you will hear from Jeff Woodhouse, a marketing consultant and the co-owner of Digital Sherpa discusses how to create social posts that draw in your target audience and boost engagement.

In today’s episode, you will learn:

  • Jeff’s strategies for writing posts that speak directly to your ideal audience and prospect
  • An easy method for leveraging content from your industry on social media
  • How to make your posts less about you and more about your audience
  • How to monitor a specific employer on LinkedIn to know what financial advice their employees need and when
  • Why you shouldn’t put a call-to-action in every post
  • And so much more!

Tune in to get all the details!

Top Advisor Marketing

5. Should We Still Care About In-Person Conferences? via

Virtual conferences have been a huge part of 2020, as we have not been able to network or attend conferences in-person, and while we still have not been able to all join together, when we do again eventually, the in-person conferences will have to be stronger. So, in a virtual world, how can in-person events succeed? These three things can help and make events better than ever.

  1. Make sure you create a tighter knit community
  2. Provide value all year round
  3. Offer attendees a deeper level of learning

While we will become increasingly virtual, when we do meet again in person, events need to have the above aspects.


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About the author

Blair Kelly

Blair is a digital marketing assistant at Twenty Over Ten and has a passion for uncovering what drives online traffic and the highest engagement. She follows more animals on Instagram than humans and her greatest achievement is her daughter, Grey.