Content Marketing

The Ultimate Content Marketing Checklist for Financial Advisors

As a financial advisor, referrals aren’t going to cut it anymore. Yes, they’re still a big source of getting your clients, but it’s important to establish a content marketing strategy. It’s quickly becoming one of the best ways to attract customers and make your over inbound strategy better. If you don’t quite know where to start, then we have a checklist for financial advisors, so check out these 6 tips and watch your leads skyrocket!

6 Tips to Help your Content Marketing Strategy:

√ Establish some goals

In everything, not just in the financial world, it’s so important to set goals, otherwise, you won’t know what you are working towards. They will be specific to your firm and what you hope to accomplish in a certain time frame. To start, there are some simple goals that you could set for your firm, such as:

  • Gain more leads and prospects
  • Look for a simple way to communicate with your existing clients
  • Forge stronger relationships with your prospects.
  • Build up your email list
  • Plan to use content marketing to boost your firm’s overall credibility

This is just a start and your goals can really be whatever you feel will best benefit your firm! Ultimately, the goal of marketing is to put your firm out there and gain more clients so that your business can grow!

√ Choose your content

The great part about content marketing is all the different types of content that you can put out there! No longer is it limited to just your website pages or including a blog section (though we do strongly recommend blogging), but rather than are many different ways to produce content on your advisor site!

Blog posts

We love blog posts at Twenty Over Ten and recommend that all of our advisors use them on their website! It’s a great way to drive traffic to your site using strong keywords, boost SEO rankings and prove yourself as a thought leader in the industry.

Sammut Wealth Management Blogs

Twenty Over Ten client, Sammut Wealth Management, has a blog section that they update fairly regularly, which is key. You want to provide your visitors with relevant and updated information, because if they come to find that your firm doesn’t post that much, they will start to check your site out less and less. We also like how they have their blogs broken down into categories up top, so that the topics are easier to find. This is important so that readers can go right to the subject that they want rather than poring through pages and pages of blogs.


The use of video is quickly becoming more and more useful as a marketing tactic. It’s not a fad and these statistics from HubSpot definitely show that video is here to stay as an effective and useful marketing tactic!

When you use video on your website, you can mix it up:

  • Maybe do an employee spotlight
  • Do an introduction to your team and what it’s like to work with your firm
  • A “behind the scenes” look at a fun event
  • The rollout of a new feature

Additionally, be sure that you include subtitles with your videos, as many times, people may be watching on the go from their phone on at their desk, so the volume may be turned off!

Zega Financial video

Twenty Over Ten client, Zega Financial has a great video section as their CEO and co-founder Jay Pestrichelli does many interviews and this technique really allows them to show off their human side and build their brand.


Infographics are great when there is a lot of information to pack into something! Make sure that when visitors click on one, they can take in the important things quickly and easily. The world of finance can be a confusing one for people that do not directly work in the field, so including a simple and easy to scan infographic is a great way to get information across to your audience.

When creating an infographic, it’s all about the images and creating eye-catching material.

  • Use bright colors
  • Wording that stands out against the background
  • Comparisons and fast facts that are easy to read and digest

We have stressed the importance of using imagery in blog posts and throughout your website, and infographics are another great way to do this!


An eBook is a marketing tool that you can use to position yourself as a thought leader on industry-specific topics and to generate leads. They are great for generating leads because you can entice readers your download them, and they should leave you wanting more, which will make leads feel as though they could find out what your firm has to offer, therefore, using the services.

They are generally longer than blog posts, and it’s best to stick to topics where your firm can be viewed as an expert and can utilize the extensive knowledge that you or someone at your firm has on the certain niche.

Case Studies

These are a great way to add something a little different to your website. First things first, what is a case study? Basically, they are a great way to tell a customer story and with them, you can show your customers what you can do for them rather than simply telling them. The ones that are the best are ones that your audience can relate to.

As a financial advisor, we are not able to use testimonials in this industry, so these are a great alternative. They are a way of marketing that gives potential clients a detailed look at how they can benefit from your business. If someone knows what to expect when working with your firm, they are much more likely to give your firm a chance rather than going in without as much information.

Retirement Matters Case Study

Twenty Over Ten client, Retirement Matters dedicates a whole section for case studies. They provide ones for the “Pre-Retirement” stage, “Retirement” and “Retired.” They show what to expect and what they will do for clients who are in these different stages of life, which provide prospects with the information and a better feel for what to expect when working with them.


We love podcasts as a creative way to provide information to your audience! They give you the ability to reach millions of people that are searching for your expertise and service. While blogging and social posts are a great way to give insight to your firm’s personality, listening to a podcast is pretty much like having a conversation with your team! It makes your content personal and “humanizes” the brand, which we always say is so important when prospects and clients are trusting your team and the services that are offered.

For example, if you do a 1-hour podcast and send it in an email to 1,000 people, this gives the ability to provide insight and details into your firms and the services.

Additionally, providing a podcast will set your firm apart. Any firm can quickly set up a social media account, but if you take the time to create a podcast, this shows that you and your firm are truly committed to connecting with leads and clients!

Van Wie Financial

Twenty Over Ten client, Van Wie Financial, has a great podcast section complete with an archive so you can easily go back and listen to both current and past episodes.

White Papers

What is a white paper on a financial advisor website? It’s a persuasive, authoritative, in-depth report on a specific topic that presents a problem and provides a solution. Basically, the goal of one is to inform and persuade based on facts and evidence. When an advisor provides their audience with the chance to download a whitepaper, you are informing your readers with important information, and also providing your firm with the opportunity to capture information when they request to sign up for one. It’s a win-win situation for both parties!

C.L. Sheldon & Company

Twenty Over Ten client, C.L. Sheldon & Company provides visitors with the chance to download their whitepaper in a pop-up, as well as, capture their information while doing it.


Checklists are great ways to list out and provide information in ways that are easily digestible. Do you want to ensure that you have everything that you need and all your finances are in order as you prepare for retirement? Looking at a checklist is a great way to quickly scan and ensure that you have everything that you need.

You can also include a mix of all the above! No matter which medium you choose to use, every piece you produce should be relevant, interesting, actionable and informative!

√ Get familiar with SEO

You have spent all this time creating some awesome content, so don’t you want people to be able to find it? Help search engines find your content when those keywords and entered into a search. How do you do this? Well, each piece of content that you create should include keywords to drive traffic. Beware that you don’t use too many though, as this is known as “keyword stuffing.”

Where can you use keywords? Well, they can be used in your bio, your homepage, blog posts or really anywhere on your site and be considered a keyword! They are essential for driving traffic to your website and marketing your advisory firm.  A few other things to keep in mind when it comes with increasing your SEO are:

  • Write content that you feel your readers are interested in or for a certain niche
  • Be sure to add visuals, as we mentioned above, such an infographic
  • Write conversationally and use words that your readers can easily understand rather than financial jargon
  • Add internal and external links
  • Be sure that you are incorporating a call to action

All of these tactics are great for increasing SEO, and while it may take longer to include everything, it will really pay off in the end.

NCM Capital Management

In the above image, Twenty Over ten client NCM Capital Management has a call to action on more than one page that stands out to visitors. This one is strategically placed after the reasons are listed about why you should work with NCM. There is the option to “Schedule An Introductory Phone Call” in order to get started with the process.

√ Distribute content on the right social channels

When deciding where to share your content, be sure to keep your audience in mind first and foremost! It’s important to be on social media, but something doesn’t always fit on certain channels. For instance:

  • Content like images and infographics that are highly visual are a great fit for networks like Pinterest and Instagram
  • Links to blog posts are excellent content to share on Twitter
  • White papers and case studies are perfect for sharing on LinkedIn

Keep in mind, that LinkedIn is much more “business” oriented than something like Instagram. While it’s still important to keep Instagram professional, you can have fun with it, while LinkedIn is more about making connections and sharing pertinent information to your niche groups and working to target leads.

Arista Wealth Management

Twenty Over Ten client, Arista Wealth Management displays all of their icons at the top, which easily directs visitors to their social media pages where they can distribute their content catered to each platform.

√ Consider tools to save you time

There is a lot that goes into being a financial advisor, so adding a marketing strategy to your already busy schedule can be difficult, which is why it’s so important to utilize all of the tools that are out there! Some of our favorite ones are:

Content organization:

With everyhing on your plate, it can be difficult to keep everything organized. In order to stay in touch with your team or schedule assignments and projects, we suggest using Evernote or Trello.

Content development:

Developing content takes work, which is why we suggest getting some assistance from Contently or Skyword.

Social distribution:

With all of the different social media channels out there, and when you just don’t have time to post 5 different times a day, we suggest something to help with distribution. Some of our favorites at Twenty Over Ten are HootSuite or Buffer.

Email marketing:

We love email marketing and keeping in touch with leads and clients alike, so when you need to do a mass email to thousands of different contacts, we suggest using MailChimp or Constant Contact.

√ Measure the effectiveness

How can you know how your marketing is performing, if you aren’t measuring your work? Using measurement tools is so important, because if you don’t know what you need to improve on, then how can you better your firm? Conversely, if you are really excelling in one aspect of your marketing, then how do you make it even better? This is where using analytics comes in! Using Google Analytics is a great tool for measuring your digital marketing efforts.

Google Analytics

It can measure over 10,000 metrics, but some of the top ones that we generally measure are:

  • Demographics
  • Acquisition
  • How landing pages are performing
  • Time spent on each page
  • Unique Page Views

This is just the tip of the iceberg, but when utilizing this tool, there is so much that you can find out, which makes your marketing efforts that much stronger.


Content marketing has become an integral part of being a financial advisor. It can be difficult to get started with time constraints or a limited amount of funds and manpower, but that’s okay! Don’t be afraid to get creative with your work and find what works the best for you. We hope that this checklist helps you to get started and work to find the best strategy that works for you!

Struggling With What Content to Share on Social Media or via Email?

We are offering access to our content for advisors to use via Lead Pilot for 7-days completely free (even on our month to month plans).

Get All The Details Here