If you’re looking for ways to set your financial advisory apart from the competition and reach new leads, content marketing is the answer. ‘Marketing’ doesn’t mean simply pitching your products or services. By using original content, your financial advisory provides an avenue to offer relevant and useful insights to your prospects and customers. 

Content drives traffic to your firm’s website, helps you reach new leads, establishes you as a thought leader, and allows you to be an educational resource for your clients and prospects. 

Content marketing is so popular for financial advisors because it costs much less than traditional marketing. Some studies have found that you can spend 62% less on content marketing versus traditional outbound marketing – and see three times the number of leads.

Content marketing can take some time to get rolling, but once it does, it quickly surpasses traditional marketing methods. Content marketing is the future of growing your business. Investing in content marketing is the perfect strategy for advisors concerned with the longevity of their firm. 

Creating Valuable Content

Original content creates an incredible opportunity to connect with new prospects and to demonstrate you are a resource worth consulting. Consider that 70 percent of consumers prefer getting to know a company via articles rather than ads. 

You can give your prospects the gift of knowledge with an intriguing, spot-on, highly relevant piece. The best financial advisor blogs answer questions that people have and help them discover not only why they need a financial advisor, but why YOU are the best fit for their needs. 

What motivates your clients and prospects? Which opportunities are you helping them take advantage of? Which pain points are you addressing? Which jobs do you help them do? Let the answer to these questions inform your content topics. 

Creating a new piece of content that doesn’t connect with your prospects or clients won’t help you reach the desired results. You might get leads, but they won’t be the ideal client you’re looking for. Spend time researching and validating your topics when creating a marketing strategy for your financial advisory, and it will pay off in the end. 

When creating content, brainstorm five to nine topics that address your clients’ and prospects’  needs. Really consider how those topics will speak to their questions and concerns. Then, make sure that you’re offering unique insight on the topic. 

Combine your unique perspective with the needs of your niche audience and you will find a wealth of original topics

Content Ideas for Financial Advisors

If you aren’t sure where to start with your content marketing plan, this video has some great ideas to inspire you!

Some content tips to consider include:

  • Create content around a viral topic
  • Go in-depth with a subject on which you’re an expert (such as a 1200-1500 word blog)
  • Write guest blogs on other websites
  • Turn a series of blogs into a whitepaper

Whatever strategy you choose, make sure it’s something that offers a new perspective from what is already out there. Original content is your opportunity to let your unique voice shine – so take advantage of it!


Creating Content That Converts

Marketing content that does not lead someone to more engagement is not really marketing content. Your content should first inspire but then invite your audience to take a specific action. 

When you create financial services content, your plan should include what action you want them to take after reading or listening to the content. These Calls to Action or CTAs make up the touchpoints of your client journey. How will this content help you move a prospect through that journey? 

There are a few best practices for CTAs you should follow, which include:

  • Make the invitation clear
  • Ask for as little as possible
  • Provide clear directions and easy-to-follow pathways. 

The CTA can be the last line in a blog, the final frame in a video, or the last few minutes of a webinar.

Content Marketing for Financial Advisors

Starting a content marketing strategy may be daunting, but there can be a huge payoff. Whether you write the blogs yourself, delegate to someone in your office, or work with an outside freelancer, it’s a channel that’s worth investing in now. 

If you’d like to learn more about content marketing, our broadcast The Content Toolkit for Financial Advisors provides an in-depth look at the tools you need to get started. Watch it now!