Market in Motion Blog

 
 

The #1 Content Marketing Challenge of 2017

Content 0 Comments

While it may seem like some companies are just naturally-born marketers, more likely than not they have put a lot of time, thought, and resources into their content. It can be hard for even the most seasoned writer to produce engaging content, post consistently, and do it all while managing other aspects of their business. If you’re like most marketers, the number one content marketing challenge of 2017 will be consistently producing engaging content.

What Does it Mean to Engage?

“Engaging content” is one of those marketing terms that means different things to different people, depending on who you ask and the context of that content. Some common goals of engaging content may be:

  • Grabbing the reader’s attention early and being able to keep them reading
  • Addressing a reader’s needs or pain points
  • Offering a new perspective
  • Being entertaining and informative

This may seem like a hefty list, but let’s look at some ways to break down writing engaging content into a few steps.

Think About Your Audience

In order to address your reader’s pain points, you must first understand who your reader is! You’ve likely heard some common concerns from your clients — when they can retire, how much money they will need, how to plan for their child’s education, and more. Take these questions into consideration when writing content to make it applicable to their questions and concerns.

Research Ideas From Others

As Benjamin Franklin said, “there is much a difference between imitating a good man and counterfeiting him,” but this isn’t to say you can’t scour your resources for new ideas. Most of the best marketers follow other blogs, study up on social media techniques, and mirror the strategies of their competitors. As long as you aren’t copying word-for-word what another person is saying, we recommend studying your industry and echoing what you see being successful.

Focus on Consistency

For the second part of the challenge, consistency, there are many strategies to help you keep your content marketing up to par. First sign up for an automated posting tool. Tools like Hootsuite or Buffer allow you to craft your own social posts and schedule them at a later date. Tools like our Social Foundation Campaign allow you to supplement your custom content with automated, evergreen content. By combining the strategies, it will be easier than ever to automate your social media.

It may also help to set up an editorial calendar and plan your blogs out in advance. Think about the next six months. What goals do you want to accomplish? What do you want to educate your clients on? Are there any current events or market changes your clients should be aware of?

All of these questions will help you craft the outline of your content calendar. Then, you can fill in the holes with blogs, videos, and social posts. Make sure you stay organized to keep track of your posts and their traction (Content Marketing Institute shared a great template you can use to get started).

Related Content



Back to blog list

Tags



Join Discussion

Still Have Questions?

Become a Marketing Master

Sign up for our marketing e-newsletter to receive marketing tips for financial professionals, including exclusive whitepapers, broadcast invites, and other content.

 
Privacy Policy

Get a Sample Email Campaign

The best way to experience FMG Suite Campaigns is to receive one the same way that your clients and prospects receive them — in your email inbox. Let us send you one today!

 
Privacy Policy

Get 1 Month Free

Receive your first month of our Monthly Market Insights campaign for free.

 
Privacy Policy
 
 

Experience The FMG Suite Difference!

Tell us a little about yourself and an expert will reach out to you and walk you through our award winning automated marketing platform.

 
Privacy Policy

Experience The FMG Suite Difference!

Tell us a little about yourself and an expert will reach out to you and walk you through our award winning automated marketing platform.

 
Privacy Policy

How is Your Business Listed?

Check the consistency of your online business information with help from our listings scan.

Enter business information to scan below:

Business Name *
Street Address *
City *
State *
ZIP *
Phone *
Scan Now
 

Want to kick the tires first?
Check out our Free 7-day Trial.
No credit card required to start.

Privacy Policy

Get Started with Copywriting

An expert will reach out right away to help you craft your content

 
Privacy Policy

Learn More About Pre-Designed Pages

Enter your contact info below and an expert will be in touch soon.

 
Privacy Policy

Get Started with Custom Video

An expert will reach out right away to help you create your content

 
Privacy Policy

Let's Build Your Suite

An expert will reach out right away to help you build your suite!

 
Privacy Policy

A Truly Free 7-Day Trial

No Credit Cards. No Downloads. No Commitments. No Strings Attached.

Sign up now and you’ll be up and running on our integrated and automated marketing platform in a matter of minutes.

  • This field is for validation purposes and should be left unchanged.
 

Copywriting Sample

Distill Your Niche

"...while they can’t turn back the clock and address these issues beforehand - such as increasing their spouse’s life insurance or saving more - there are ways to take control and feel more confident in their future.
When working with widows, there are a few first steps I recommend taking:

1. Get Organized
Whether or not you handled all of your family’s finances, some, or none, the first step is to organize your financial documents. Before you can determine how to budget and what steps to take, you have to first understand where you stand financially. If you are having trouble translating your investment account statements, a financial advisor can help you understand what your documents mean. You’ll want to copy and safeguard your important documents and review life insurance policies with a trusted advisor.

2. Budget for a Single Income
More than half of widows have difficulty adjusting to a single income. This may because they haven’t reevaluated their bills and expenses and adjusted..."


View Complete Sample
 

Copywriting Sample

Consistent Messaging

"...Once we understand your family’s current circumstances, goals, and unique needs, we develop strategies to help preserve and potentially grow your wealth and take over the time-consuming tasks associated with managing your complex financial affairs. Working with a family office can benefit families in a number of ways, including:

  • Preserving wealth through proactive management and appropriate strategies
  • Mitigating risk by diversifying investments
  • Assisting with the transfer of wealth from one generation to the next through strategic asset allocation and estate planning..."


View Complete Sample
 

Copywriting Sample

Unique Articles in Your Voice

"...More than likely, you have a clear understanding of your relationship with your doctor or your dentist. You pay a fee and, in return, you receive a service, including advice and recommendations based on your individual situation. It would make sense then for your relationship with your financial advisor to be the same; but for many, that’s not the case.

At Financial Guideposts, we’ve noticed a trend: that the general public does not understand the relationship they have with their financial advisor. We want to change that. We believe there are two critical aspects you should understand when working with a financial advisor: how he or she gets paid and what services he or she provides..."


View Complete Sample
 
FMG Suite