Struggling with Content Marketing? Get Inspiration From These 10 Financial Advisory Firms With Insanely Great Content
It’s no secret that content marketing is a key component of your marketing strategy. It attracts prospects and enhances your digital presence, all while building your firm’s credibility in the eyes of prospective clients.
Still, the importance of creating content doesn’t make it easy. If you don’t already have a solidified, time-tested content marketing strategy, odds are it’s a little intimidating: creating engaging content (consistently) and trying to leverage it for lead generation isn’t such an easy task.
If you’re struggling to gather content marketing momentum, don’t let that stop you- gather inspiration from these 10 financial advisory firms that have worked to develop great content marketing strategies.
This firm’s content marketing is a great example of catering to your specific niche. You can immediately tell what audience WealthKeel LLC serves by just reading the blog post’s title or skimming the YouTube thumbnail. Don’t let yourself fall into the trap of producing generic content; always customize it to be relevant to the client profile you serve. For instance, this blog post could’ve simply been titled “8 Ways to Achieve Financial Success”- it still could’ve made a good piece of content, but adding that specificity makes a hue difference.
In addition, the firm incorporates multiple modes of content. With each original blog post, a YouTube video also corresponds. This is a great way to spread your content across various platforms, getting more from one piece of content than you would if you just published it on your website.
Make sure that your content is unique to your audience
Of course, not every advisor has the time to create 1,000+ word articles every week from scratch. This firm uses Lead Pilot’s Content Assist, which provides a customizable content library curated specifically for advisors.
However, this firm’s blog content is exemplary because of the way it takes advantage of customization. All of Lead Pilot’s written content is editable. C.L. Sheldon & Company, an advisory firm that serves veterans and active military, edits all their content to make it more pertinent to their niche and incorporate the firm’s unique voice. Their efforts show that even if you don’t create blog posts from the ground up, you don’t have to sacrifice originality.
Customize your content to better align it with your firm and its audience
You can still produce original content without making it from scratch
Schwartz Financial Services publishes newsletters right on its website. They span across a variety of specialized topics, including financial independence for women, portfolio rebalancing, and children & money.
It’s always useful to repurpose well-done content like this; it makes it accessible across platforms, and you never know who might come across it and be inspired to reach out. These newsletters are knowledgeable and packed with actionable information- that’s precisely the type of content you want to put out there. Content such as this reaffirms your expertise and gives prospects insight into the financial skills you have to offer.
Make your content accessible
Feature content that shows you to be a thought leader and expert in the field
Now we’re dealing with a different type of content: podcasts. Podcast hosting may not be for everyone, but it’s one of the modern consumer’s favorite ways to receive content; more than half of listeners are more likely to become customers of a brand associated with a podcast they listen to.
This firm puts out consistent and engaging podcast episodes. In addition, one of the best parts of this is that they include a summary- if you’re creating video or audio content, you should always include a transcript or summary so that Google can crawl the information.
Podcasts are a great way to get creative with your content delivery
Always include a summary or transcript with video and audio content
Your content doesn’t always have to be finance-related. Don’t be afraid to put out something fun and show readers what you’re all about. It tells clients and prospects that you’re more than just a business entity- your company is made up of real people that work to ensure others’ financial success.
A “meet the team” or “employee spotlight” series is one idea that you can employ easily. It’s a consistent content idea for you and gives prospects a better, more well-rounded idea of who they’re working with.
Don’t limit yourself to financial content- put out something fun and unique!
Continuing with the idea that you don’t have to exclusively make financial content, lifestyle content is a wonderful option to make use of. As an advisor, you already know that financial wellness and lifestyle go hand-in-hand. How can you acknowledge one in your content without acknowledging the other?
Granted you certainly don’t want all of your content to be lifestyle, lifestyle content such as this isn’t taboo- and you can add a different perspective to many of these lifestyle topics. Much of your blog content may naturally reflect these concerns, but tapping more into that lifestyle language (rather than a “hard” financial approach) can be a breath of fresh air for many readers.
Utilize lifestyle content with a more playful tone
This firm’s creative approach to video content doesn’t go unnoticed. People process visual content extremely fast- remember that in all your content marketing efforts. Even if you are opting for written content, include visual cues and images to keep readers engaged.
There are so many different ways to leverage video, and this is only one. The options are really limitless. If the idea of talking in front of a camera isn’t appealing to you, this example demonstrates that advisors can explore other ways to create video content while still keeping it interesting and high-quality.
Explore the vast possibilities of video content to find the best strategy for you
Sometimes with blog content you just need to shake things up. If you’re hitting a wall with your content, think about doing a collaboration. This could be in the form of a guest post or anything else you come up with. In this case, MYRA, which serves immigrants and multicultural families, hosted a guest post by a professional that works with the same audience.
Collaborative posts are advantageous on both sides for a number of reasons: they grow your networks, get your peer’s content exposed to a new audience, make your content more diverse, and direct their connections to your site to see their article.
Collaborate with other professionals to diversify your content
Blog posts aren’t the only form of original written content there is. It’s very useful to create guides, whitepapers, e-books, checklists- the list goes on and on. These forms of content you can integrate within a blog post (as shown above) and even repurpose as a lead magnet or video idea.
Ensure that this content, as always, is hyper-specific to leads- enough so that they’ll feel compelled to download and read whatever it is that you’re offering.
Create helpful whitepapers, e-books, guides, or checklists
Churning out a weekly blog “newsletter” is one of the best content strategies. The newsletter takes on a brand of its own and readers can depend on you for consistent content relevant to their finances.
Although the execution of this strategy will differ depending on your firm, Stein Financial Group uses “The Good Life Newsletter” as a weekly stock market summary, which we highly recommend all advisors consider.
Organize a regular blog “newsletter” to post on your website
Consider a weekly stock market summary
Think of content creation as more of an avenue to communicate with prospects: show them what you’re about and what you know. Get creative with your content and try different things until you find the content marketing strategy that feels right to you.
There’s no shame, too, in simply not having the time to regularly curate content- look into content resources that provide content you can personalize.
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A part of Twenty Over Ten’s digital marketing team, Katrina is passionate about creating content for others to enjoy. You can typically find her with an Americano in hand as she makes (yet another) bucket list, writes songs or watches wedding videos.