Marketing trends are always changing, which can make it difficult for advisors to keep up. What’s popular in March seems to fall by the wayside by Halloween. However, if there is one trend that has proven not only its success but also its staying power, it’s content marketing. And as an advisor and a business, it’s impossible for you to overlook.

The goal of content marketing is to inform and engage your clients and prospects. Rather than making a blatant sales pitch, you are showing people that you truly understand your industry and that you have credible expertise in the subject. This knowledge ultimately helps persuade your prospects to view your services as necessary.

Another reason why content marketing is so powerful is because you can reuse and recycle it for other marketing efforts. Let’s say you have written your own blog post or are highlighting one of FMG Suite’s content pieces (either an article or video). Not only can you feature it on your website, but you can also share it on Facebook, Twitter, and LinkedIn. You can send out a push notification via your app, directing clients to the piece. It’s easy to share via email or, if it’s your own content, use it to create a whitepaper or presentation. You can use a single piece of content for multiple marketing efforts.

Let’s take a look at five reasons content marketing gets results.

Increase Understanding with Video

Video is a great way to show off a product. After watching a video, website visitors are 64% more likely to buy a product online. This is likely because video can increase a person’s understanding of a product or service by 74% (Forbes). How does this translate for a financial advisor? The more someone understands what you do, the more they are likely to value your services and see it as something they need.

Let Prospects Get to Know You

70% of consumers prefer getting to know a company via articles instead of ads (Entrepreneur). Content helps you build trust with your clients and prospects, and increase your authority in the industry.

Build Relationships

78% of consumers believe that businesses providing custom content are interested in building good relationships with them (Kapost). Content marketing is about nourishing relationships with your clients and prospects, not simply selling them a service. By building good relationships, you are more likely to create lifelong clients.

Increase Your ROI

Organic search leads have a 14.6% close rate, while outbound marketing leads have a 1.7% close rate (Hubspot). Content marketing not only helps you stay in front of your clients and prospects, but it is also more effective at helping folks find you via organic search. This also relates to its cost-friendliness. Content marketing costs 62% less than traditional marketing (Slideshare).

Catch Prospects’ Attention

60% of consumers are more likely to be on the lookout for products when looking at content marketing (Content Marketing Association). For advisors, this means that prospects aren’t reading an article on 401(k) rollovers or Social Security for fun. They are most likely doing so because they are planning for retirement or considering changing their financial strategies. As a result, they are likely also looking for a financial advisor for help. When you share a piece of content, you are inspiring readers to consider your services.

Whether you choose to create your own content or rely on FMG Suite’s content library, maximize your content marketing efforts and you are sure to see results.