Content Strategies To Differentiate Your Brand And Grow Your Business

Hi, everyone. It is great to see you, and, I I know we probably have people that’ll will be joining over the next couple of minutes. So I’ll take some time to just do an icebreaker and, go over the agenda. But, for those of you that have attended webinars with me before, I’ve got a new background, and this is actually a picture of the lobby of FMG.

So for those of you that are curious, this is what our office looks like, which is pretty cool. And I wanna kick off today’s webinar, which is on content strategies to differentiate your brand and grow your business with an icebreaker. I would love it if everybody would type in one of the following or all of the following. Your favorite NFL football team, your favorite college football team, and or your best fantasy football player.

So let’s get those going. I don’t like football. I know. Not everybody does like football.

It is the season, and I I am a I am a big fan. So for me, the Steelers and the Eagles, I’m from Pennsylvania, so I like both of them. And I know that sounds like Fairweather fan, but I really do love both of them. Steelers, probably for the longer time.

And, I’m a Pac twelve fan because of my husband, which is kinda sad because that won’t exist next year. And fantasy football, my best player is Tyreek Hill. So I’m looking at all of these coming in. Oh, so fun.

Yeah. It’s a fun time of year. I know not everybody loves it, but it it does bring people together, give us all something to talk about. Alright. Well, let’s get into this.

For those of you that don’t know me, I’m Susan Theater, and I’m the chief marketing experience officer at FMG. And if you aren’t connected with me, I would really, really love and welcome, if you reached out and sent me a connection request, and you’re welcome to message me at any time.

Today’s agenda, just so you can kinda understand where we are in the flow of things, is, first, I’m gonna talk about can your communications impact your success, and I think we all believe it can, which is why you’re on this webinar.

And is the messaging that you’re using today differentiating you? Then I’m gonna talk about five behavioral science techniques and an ideal content strategy that you should employ as well as should you use AI, and if so, which one? So for anybody who’s attended, one of our last webinars, there’s some repeat information, which I think is worthy of repeating, and then I’ve woven in a bunch of new stuff as well. So, again, thanks for joining us, and I will get into it.

So to answer the first question, is your growth tied to the quality of your communications?

And I did do a webinar with YCharts and Sean Brown, and many of you may have seen this, but it doesn’t hurt to remember that ninety plus percent of respondents to YCharts survey of advised individuals said that they consider the style and frequency of their adviser’s communication when both recommending his serve his or her services to a friend as well as deciding whether to retain your services. So it is critical. The answer is yes.

And guess what? You are not communicating enough. If you haven’t heard this, this is important. If you look at the overall, it’s about fifty percent of advised individuals believe that their adviser should or wants want their adviser to communicate more frequently. And if you look down at the bottom where I’ve circled the pie charts, those with greater than five hundred thousand being managed and those greater than sixty years old, it’s about fifty five percent believe that you are not communicating enough.

So what’s the best way to increase your communications?

Well, the survey showed that email is still king, and I think for me, that’s sort of a woo. That’s good because that’s one of the easier ways to communicate, and that is something that I think all of you can step up and increase the frequency of your communications using email. Interestingly, phone call is forty five percent with text being thirty five.

I will just put a stake in the ground and say that in a year, in two years, I think you’re gonna see text replace phone as the number two way to communicate. And just I I think many of you know that FMG just acquired my rep chat, which enables advisers to text in a compliant way, and we have plans to integrate the two so that texting can also become part of your marketing. I think this will be an important thing and something that we’ll be speaking about more in twenty twenty four. You also see direct mail, something to think about.

Newsletter, only seven percent. So when you think about whether you’re communicating frequently enough, I I would say that I don’t think the newsletter necessarily checks the box for most of your clients in terms of saying, if I get a newsletter once a month, I feel like I’m being communicated with. I think and we’ll go on to talk about the types of content that work best. But you can see, you know, once you get off that first row of this chart, it’s pretty low.

So then we get into what should you talk about.

And Blair, my wonderful partner is on here, and she’s going to interrupt me if there are any questions that she thinks I should ask. So I will pause and just see if anybody’s got any. We good?

Alright. We’ll keep going. So what should you talk about? That is a very good question.

And this, I thought, was interesting. This is a study that was done by the Bank of New York Mellon Pershing, company I used to work for. And over sixty percent of investors believe that most of you make the same promises, making it hard to tell each of you apart.

And I think there’s a part of that where you might be a little defensive, but on the other hand, another part that says, yeah, I could I could kinda see that.

And so what can you do to break through and not sound like everybody else? Well, this chart is one of my favorites, and you probably have seen it before if you’ve joined one of our webinars. But this is just the cheat sheet that you should print off and keep in front of you.

Look at the two arrows I’ve got. So in terms of services expected by your clients versus the services they believe they believe, not you believe, they believe they’ve received, only two of them come close to meeting their ex expectations, and that is financial planning and investment management. And even financial planning is a twenty six percent differential between the expectation and the belief of having that service received. But look at all the other, like, yellow highlighted circles that I’ve got.

Wealth transfer, trust services, estate planning, tax planning, life insurance, educational planning. This shocks me. Educational planning, advised clients feel that six percent of them feel that they’re getting that from their advisers. So I would say that there’s a a strong hypothesis here that it’s not that you’re not providing these services.

It’s that your clients, in general, not anybody in particular, may not feel that they are getting these services, and a lot of that has to do with your communications and the reinforcing of your expertise on these topics and being very explicit about the fact that you provide these in your messaging on your website, in the topics that you’re communicating with in email, in the blog topics.

And I’ll go on to talk about the ways in which you can communicate this these topics that are most powerful.

So I think this is just a tremendous opportunity.

And somebody said they can’t hear me. Blair, can can you hear me?

Are we good? Yeah.

I can hear you fine.

Okay. Good.

So do you feel that focusing on these areas with a greater delta would be a good differentiator?

I I mean, I think that, yes, but I also think that there’s a great I mean, I the delta is huge for almost all of them. I mean, the delta is smallest for financial planning and investment management. So any of these services that you provide are opportunities to differentiate yourself in messaging, and it’s also clear that clients are looking and your prospects are looking for way more than financial planning and investment management.

All these things are, you know, down to almost the bottom. You’ve got a business succession planning at eighty and below that, you know, under seventy, but they pretty much want everything, which, of course, they do. So the one thing is you think about, okay. So I’m gonna focus on the topics that are on the minds of my clients and the services that they expect. Even if I already do them today, I’m gonna do a better job of talking about them. But when you talk about them, do not use jargon.

So financial planning topics, all of the ones that were listed, tend to have a lot of either acronyms or buzzwords or industry terms that we’re so used to using that it doesn’t even seem like jargon, but it feels like jargon to your clients and prospects. So this is Sam’s rule of thumb, and I love it, which is write like you were writing to a sixth grader or talking to a sixth grader, even better talking. Because a lot of times, we just just instinctually write more formally than we would ever talk, and we throw in fancy adjectives that we would never use in a sentence.

I am now just trying really hard to just gut check myself. After I write something, I ask myself, would I ever talk like that?

Writing in a more conversational style and not aiming to, you know, hit it out of the park with the PhDs, but going more mainstream is really important.

And here are some examples of the way that you can better connect your messaging with your clients so that they really understand what it is that you do in terms that they understand. So these are three examples, and I’ve got more. If anybody’s interested, just write it in the chat, and I’ll we can send them to you as a follow-up.

We I’m sure many of you looking at the befores would say, I’ve got that on my website or that’s something I say. We provide estate planning services for high net worth families.

What if you said, we craft legacy plans to care for our clients’ families?

Just slight tweak, but I’m guessing all of you just felt something a little different. The word care for me really jumps out and just connects.

Another one is we help clients minimize taxes. Well, I’m sure you do. But on that last chart, it showed that your clients actually don’t think that you do. But what about we help clients keep more of their hard earned money to use towards their dreams?

Right? I mean, that’s exactly what I want my adviser to do. I I have big dreams, and I don’t wanna give it all to the government.

We make sure clients have adequate insurance coverage. We help clients identify solutions that protect what they value most. So I did a brainstorm, and I’ve got maybe I have it somewhere here. I have about five or six more, and I can probably create some more. So maybe we’ll do a handout on that. But at the at the core of, like, what am I doing here between the before and after, it’s really behavioral science, which I know many people have been on webinars. They’re focused on behavioral finance.

It’s real, and it really doesn’t make a difference. And it’s it’s a lot in your client experience, but it is really important in your marketing and your messaging. So technique one is really what all of those the the statements on the last slide reflect. It’s not about how we think, but how we feel.

So once you understand that emotions, which I think intuitively we all know, emotions are what drive our decisions, and then we rationalize our emotional decision. So we want something, then we come up with the facts that defend it.

So in that last slide, what I did was talk about the emotional benefit of what it is that you do, and the before statement was just describing what you do.

That’s just the big difference between hitting on the how we how we feel, not the rational data points or the what we do.

Another technique that I’d love you to think about is that people are afraid to lose. And I I think you’ve probably heard, this this is not even a concept. It’s proven that loss aversion is way stronger, maybe two times stronger than any feeling of gain or the benefit of gain. So, oh, yeah, twice as motivated to avoid than to achieve.

So as you’re thinking about content on your website in any of your mediums and even in conversations, It is so much more powerful to talk about the downside. You know, the biggest mistakes I see people make or I’ve seen people miss out on the opportunity to do blankety blankety blank. When you frame that way, it is just viscerally more powerful for them to be wanting to make a decision and act on your advice.

Technique number three is the power to choose.

We all are more likely to make a decision when we’re given a choice.

So think about how you might be able to parlay that into your business.

What if and I think everybody has probably thought about this or is moving in this direction, but the whole, you know, moving to offering a retainer based model or moving towards at least offering a pay for an upfront financial plan, which you can charge a lot of money for. But offering different models may be something from a business perspective that will actually help you close more business because you can say you are free to choose between, and just behavioral science shows that people are more likely to then commit and make a decision.

So something to think about.

Number four is something called labeling, which, of course, we hear that word a lot. But reinforcing in this way in this context, it’s reinforcing how your client or prospect wants to be seen.

So, again, as it relates to marketing, it could be five top strategies of successful small business owners, or successful small business owners did the following, traits of successful small business owners. So putting that label of a successful small business owner, and you can use that for many different things, makes us all want to relate and believe that more strongly than if there wasn’t the label.

And the last one for today, there are lots more, I love this topic, is the authority principle. So not shockingly, we respond to those who appear to be more knowledgeable. And we all know that sometimes we’ll be, you know, in a room of people and or know people that just have more conviction and or are louder or just more confident in the delivery of whatever it is they’re saying. And it works until you really get to know them maybe. But it it we do respond to that confidence and authority and source of knowledge.

So from the perspective of marketing, content is what content and communications are what show your expertise.

So, for example, we owe and this is I love this one. We also think about it. We tend to put, we look at time and effort as a proxy for quality.

So, for example, our financial planning process has taken ten years to refine.

Immediately, we believe that this is better than somebody who said our financial planning process incorporates, you know, eight different philosophies and has been proven.

Adding that time and effort into any of your phrases has a really powerful effect.

So now that we’ve got that and it’s sort of swimming in our heads, okay, we’ve got I need to differentiate myself by talking about the things that are on my client’s mind and all those services that they expect, the topics around those services. I need to frame them in a way that is more emotionally connective as opposed to descriptive of the how or the what.

And then leveraging these behavioral science techniques in your messaging and in your writing and communications will make it much more likely that you’re connecting, that they are, again, perceiving that you are providing that expertise on all of those services, and, obviously, it’s going to help convert any prospects.

So now I wanna shift to talking about how we can apply these to create monthly content goals. And like anything oh, guess it.

I was just looking in the q and a, and since you’re about to be talking about monthly content goals, there’s a couple good questions.

Justin had a question about using prerecorded videos in your communications.

And then also someone else wanted to know the difference between an email and a newsletter when you talk about email marketing.

So I thought that might be something Those are great questions, and thank you.

I, you know, I I love to do webinars where I’m talking with people, and I actually get a little nervous when it’s just me delivering, and I feel like everybody’s gonna be bored. So thank you for interrupting, and more questions, the better.

I’ll start with what’s the difference between an email and a newsletter. Well, a newsletter is generally sent through email, so they’re one and the same. Although some people do still do a printed, newsletter, But email is so much broader than just a newsletter. An email can contain a video.

An email can contain links to your website, to your blog. An email can be happy birthday. An email can be something just happened in the news yesterday, and I wanted to be ahead of it and let you know. So an email is just a vehicle.

A newsletter is a type of content.

So I hope that helps. And then how about prerecorded videos? I definitely think that prerecorded videos are fantastic. And the word prerecorded almost makes it sound like it’s something not great, but, of course, it has to be prerecorded because you have to record it and then send it.

So videos and content are fantastic. I I like to talk about marketing as an ascendant journey. So sorry for people that have heard this before, but I just want people to feel that there’s there’s no bad marketing. Well, there’s once you’re trying to follow best practices, if you’re not doing a podcast or you’re not doing video, it doesn’t mean you’re not doing a great job.

There there are foundational things that you need to do before you move up the ladder of marketing.

And I think I always say that your website is the most foundational element and the thing that you need to master first. And then I move to email, then I move to social, then I would move to probably either you know, you could debate depending on your personality and interest, webinar video, and then maybe podcasting on top of that. But you really wanna make sure that you’re almost perfecting. It’s like one zero one, two zero one three. You wanna perfect each before you’re really going deep on the next. And starting with the foundational three, website, social, and email to me is really where content where I think all advisers can really make a difference in their business.

So I will go on, and thank you. And does FMG have video scripts?

Actually, at this time, we do not, but it’s something that we’re considering. And I right now, for our do it for me customers, I work with ProudMouth. We have a wonderful relationship with them, and I write blogs, and ProudMouth turns them into podcasting scripts.

And I think a really easy thing would be to turn them into a video script. We just actually I’m I’m digressing a little bit, but we did just actually I’m testing taking the, Thanksgiving. I have a Thanksgiving email that I wrote, and we’re testing putting that into a script format so that advisors who wanted to could record a video of that.

So almost. It will be my answer to that. Okay.

So when we think about content and you think about, is this really gonna work and is communications really important?

Absolutely. So we all know that people are looking online. They’re doing research before they’re coming to you. I think, studies are showing that it’s, you know, two weeks of research before they even decide to call you.

So they are looking at your website. They’re looking at your social. And sixty three percent of consumers and this was an e money study that surveyed two thousand consumers. So a pretty healthy survey, sample.

Sixty three percent of them said that informative and educational content would make an adviser stand out.

So just think if you follow that list of content ideas, you follow the behavioral science method of writing about them, and you do it on a consistent basis, you will absolutely stand out.

So to take this to a sample monthly goal, so this is actually my goals for our do it for me program, and it’s based on you know, we’ve tested this and been refining this. There’s no magic number, and everybody has different businesses and it would differ. So this is definitely a generalized approach, but one that I think is doable. And I always say, you know, don’t start by thinking I need to do, you know, post ten times a week or I’m gonna be a failure. Start with something that is doable and move up. So from a blog perspective, I always start there.

Think of your big macro topic ideas, two to three a month. And I would do one financial planning oriented, one that is either timely because there’s something happening and or it’s the time of year when something’s timely, or human interest. Actually, the human interest ones sometimes do even better than the financial ones. Actually, most often do better.

Then for email, all your blogs can translate into emails. So there you’ve got that covered by repurposing them. But I think of one timely. So once a month, usually, there’s something happening. I mean, I wake up and I just I’m looking at the news and trying to think, is there anything that I should write for advisors so that they could send it out and be ahead of it for their customers? And then, again, one to two planning related, which typically can just, you know, waterfall from your blogs. And then a newsletter.

A newsletter is still a great vehicle.

It just because it’s so one to many, not that these others aren’t going one to many, but because it feels less probably feels the least personalized or least personal. I think it just doesn’t necessarily count, and this is not something I have research on. But I think it just doesn’t have the same impact when it when the consumer or your clients are thinking, how often does my adviser communicate with me, or are they communicating enough in that sort of quality way? And then social, I think you should try to do two a week, two posts a week, and possibly three a week getting you to twelve.

So that’s where I aim. Again, same kind of formula, financial planning, sharing media articles. So over the weekend, if you read a couple interesting articles, share them during the week. And, obviously, we want you to write a caption.

You don’t just say, check this out. Write why it was interesting to you and think about your audience and why they might find it interesting and and share some tidbits that you think would be of value to them. And then try to also share content that is nonfinancial or at least maybe tangentially related.

And then this has really not much to do with content, but when I think about monthly goals and quarterly goals, I believe that surprise and delight wow moments, and these are the ones that are one to one. So many of what I’ve all the things that I talked about above are one to many. You are sending it, posting it on social, obviously, that’s many. Blog, it’s on your website.

An email is going to a segment at least, possibly all clients, all prospects, centers of influence. You know, the more you can hone your segments, the better. But surprise and delight make a an intentional schedule of surprising and delighting your top clients, and that means not when they expect it. So not a birthday card doesn’t count, anniversary card doesn’t count, a holiday card doesn’t count, sometime when they are not expecting it.

Okay.

So now I’m gonna fly because I did say that this was a thirty minute master class. So I’m gonna fly through some ideas just to get your, you know, brain turning. So these are some blogs. Everything I’m showing you here is, content that I wrote for our do it for me program.

So one so about back to topics your clients are thinking about. So one of them was, I think long term care and estate planning. So thinking about, again, the behavioral science, but also using the topic to get at what’s happening in the clients’ lives that would be of interesting to them. So navigating the cost of senior care tips for financially preparing for long term care.

Seven most common estate strategy mistakes.

That was one of our behavioral science things. When we talk about mistakes, people are really curious and want to read them.

Then when we go to timely topics, it doesn’t have to be something that happened in the news. It could also just be something that’s timely for that time of year. So I think maybe to date, the most popular blog and email and social post we’ve done was on the September effect, and it was a recommendation by one of our advisers.

I wouldn’t have thought of it, so it’s another great thing as you guys have better ideas than I do many times.

But understanding that September actually historically has worse returns, worse market returns than October even though we somewhat label October as the month of the crashes. And it goes on to really talk about its time in the market, not timing the market. And then a year end financial checklist that, we put together for the October schedule, which is, I think yeah. So this month, just helping people get ahead and also prompting conversations with prospects, centers of influence, and your clients about planning topics.

And then human interest. So there’s a huge range of human interest, but this was one that did really well, which is just AI’s role in shaping tomorrow, a look ahead. So for those of you that are interested in a topic, it doesn’t have to be financial. People are interested in hearing from you and what you’re interested in.

And, again, it shows your expertise. And this is just showing how you can repurpose a blog to an email to a social post.

One of the most important things is to get to your audience first. So people are seeking information online, and this really spiked over COVID when the market, you know, was going haywire.

People were seeking information.

And those that had advisers who were sending out that information before they went to look for it, they gained clients, and they gained share of wallet and they gained trust. Those that didn’t lost clients during that time period. It is obvious I think everybody would relate to this and and agree, but I don’t know that we all execute against this. Times of turbulence are when you need to communicate more even if the news is bad or scary. But look at this bottom here.

For the clients that answered that first survey by YChart saying that they wished their adviser communicated more frequently, Look at the difference. Those that are said that said they are contacted frequently, they’re happy, only six percent look to traditional media for information about the market. But those that were contacted infrequently or not enough were four times more likely to seek outside sources. And you do not want, you know, those stock market jockeys, you know, telling your clients what they should be buying and then having them call you and be like, why didn’t we do this?

You want them to come to you for information, but better yet, you want to be sending them information that’s on their mind before they even ask or even potentially wonder.

An example of that in this I should have updated this because, of course, Israel is is the pressing topic now. But a couple weeks ago, the government was potentially gonna shut down. So we wrote an email and also post and turned it into a social post. And, you know, just the day it happened, we’re writing this and putting it in the hands of our advisers so that they can send it out and get ahead of their clients wondering.

And a lot of times, you know, your clients are wondering, but they’re not calling you. And that’s the worst case scenario. So getting ahead of your audience is one of the most important things. And then being on social, in addition to sharing all of the financial topics that we’ve just talked about, you also wanna be social on social.

And here are just some ideas. You can jot them down. There’s a website. There are lots of websites on good, you know, good deeds, you know, happy stories.

People love happy stories. There aren’t enough of them. So I’ll just Google and find one that I like, and I’ll I’ll write up a social post for our do it for me clients so they can share a good deed story. That’s something all of you could do.

Sharing your favorite quotes. We all have favorite quotes or those wood blocks that have sayings. Those are great as well. And then I’m sure you guys do speaking opportunities or you’re invited on a podcast or, you know, you volunteer somewhere or you get some recognition. Those are all great opportunities to post on social. And I just read an interesting stat that said that fifty eight percent of consumers said that they would be open to hearing from an adviser on social media.

So social media is being social. It isn’t just about posting. You actually have to be proactive and converse with others to make it really work for you. So just putting up a post is absolutely important because when people when prospects are looking you up and looking at your profile, you want to appear to be an expert back to the behavioral science. But where you’re going to enable yourselves to convert and get leads from it is by proactively messaging people and proactively connecting with ideal prospects and centers of influence and clients and commenting on their posts. And if you are doing that frequently, I promise you, I guarantee that it will make a difference.

So I’m at the half hour, but I’m gonna go quickly through this because I think it’s interesting. So should you use AI to help you write content? And if so, which one? So I think the answer is yes to help.

It is not a silver bullet, and I’ll show you why. But what’s interesting, I’m not sure everybody’s, you know, using. There are a lot of different solutions out there. From my perspective, I have three top choices.

It’s ChatGPT, Claude AI, and Bard, which is, Google’s, version.

And I just wanted to show you the differences in case you were interested. So ChatGPT is only trained on information on the Internet through December twenty twenty one. So if you ask it about anything that happened between now twenty twenty one and now or, obviously, like, January twenty twenty two, it doesn’t have anything.

Cloud AI is just about, you know, not even a year old, so it’s trained up pretty currently.

And Bard is real time because it’s off of Google. So you could go on Bard and ask it to write you a summary of something that happened yesterday.

Can you upload attachments? So sometimes, you know, you’ll have a PDF or you’ll have a big word document.

You can actually upload that to Claude. It has a little, you know, paperclip thing like we’re used to, and you can upload that and not even have to copy and paste it, and it can give you a summary or work from that. BARD and Chat GPT do not have that. The other thing that I think is really important and interesting is that if you’ve been using either of these, you’ve probably seen it happen.

Chat GPT and BARD have a character limit or a word limit. It’s actually called tokens, but I’ll put it into more normal speak. And Claude has a much, much, much, like, dramatically bigger. And these are approximate because tokens don’t translate directly into words, but Claude does not have that same limit.

None of them can browse very well. So if you say, can you find me an article that talks about blank? They don’t do that well. I will say Claude has found me a couple articles, but it’s also found me links that don’t exist.

So it’s it’s a little here and there. And then customization feature on they have the ability for you to input personalized inform or basically customize how you want ChatGPT ChatGPT to respond. So you can say, you know, my my tone is this, my style is this, my voice is this, you know, I this is my job. So you can put all this information in.

And I’ve tried it. It it’s okay. It’s not always great, but it’s it’s a cool feature. And if it worked better, it would be, you know, I think, a strong asset for ChatGPT.

It still is an advantage, I think, for them.

So I wanted to show you I just clicked ahead. I wanted to show you the differences. And, honestly, every time you use them, it could be different. But I just did a really simple prompt where I said write me a social post on Roth IRAs. So I didn’t give you know, prompt engineering is becoming a whole new career opportunity for people. So it’s all about the prompt that you use, and writing a prompt that just says write me a social post on Roth IRAs is like a f prompt because I didn’t give it any context or how long I wanted it or what I wanted it to say or what my style was, but I wanted to see what they would throw out.

So chat g p t just wrote a paragraph.

Not bad, but not great. It didn’t really like, if I was posting this, I don’t think it would hook anybody, and it’s not scannable, and I don’t think it really gives any benefits. Like, you’re always thinking if if if this was if this was in my feed, would I stop and read it? And I would be would I be like, oh, interesting.

I’d say, This is Bard’s answer. So Bard went much more into, like, lot of detail. So it used it came up with limits, and it showed, you know, dollars and just a lot more detail. So that’s good, but I had to put this in six point I think seven point font to get it in the slide.

So this would be too long for a social post.

And then this is what Claude AI came up with, and you probably can tell my bias lately, and this may change by next month because three months ago, I was I was using chat g p t more. Right now, I keep all three open in my, browser.

But in this case, I would definitely say Claude AI came the closest.

And why I show you these is that in none of these this one’s pretty close, but you would never really I I don’t think you should ever look at AI as the solution. I think you should use it as a tool to give you a first draft.

And the first draft might stink, so you’d go back and give it another prompt and say, no. You missed the mark. Redo it. And sometimes I’ll do that three times and just realize it’s just not gonna get the voice or what I’m aiming for so that I’m writing it myself.

So it’s it’s a great way to get efficiency, but it is not a silver bullet. So I wanted to take you through what I like, how I use AI and how I come up with my monthly calendar and execute it for the do it for me program. This is just to show you it’s not that it’s not that easy. So I have my content goals.

I do have, you know, AI tools that I can use, but I’m gonna take you very quickly through.

So to come up with two to three blogs, I’m trying to think of what topics. I’m thinking timely. I’m thinking financial planning. I’m thinking, you know, just what’s trending. Then I do research. I find other articles that are on that topic or close to that topic that have components of them that I’d like, but I never never go with just one. I try to find at least three so that I’m combining multiple approaches and multiple types of information.

Then I kinda copy and paste all of those into AI and say, write me an outline based on these three articles. And, again, probably why Claude is working better for me because I’m copying in long long form text.

Then I get the outline from AI, and I have to massage it a lot. I might go back and forth with AI a couple times, but I still have work to do. Then I have a professional copywriter who takes the first stab at the blogs.

So I’ve hired somebody to help me with that first draft, then I get that draft back, and I still have to edit it. Because anytime you get something, I think most of you are gonna wanna make some tweaks. So then I have to edit it.

Anyway, then I’ve gotta find images. Then I’ve gotta turn it into emails. I wanna version them for all of the segments that our clients might want. Then I come up with social posts.

I have to find images. I have to think about what’s timely. I have to think about how to write them in a very, very authentic way that any you know, when you write a social post, I find social posts more work to write than emails even. Then, of course, you wanna make sure that you’ve proved everything, that you’ve edited everything, that it’s compliant, and then you need to stay on top of everything that’s happening because, again, being in front of clients when it happens is the most important thing.

So you can’t even just do this content calendar and be done. Every day, something could come up that’s important for you to write. So that’s my schedule.

And, I will just show you what it looks like on our do it for me calendar as I map out the email, social blogs, and automations, which, you know, automating things is fantastic for things like birthdays or newsletters or videos or things like that. But you see, you you sort of are mapping out how how to have a consistent, dripping content strategy across every week of every month.

So I’m going to wrap up a little over my thirty minute master class limit. I gave a lot of information. I hope you took at least one or two things away and and found some value in the presentation. If you have any questions, you can email marketing at f m g suite dot com.

Blair and I man that email, and we’ll reply as quickly as possible. Also, if you’re interested in learning more about the do it for me program, just take a picture of the QR code or, you know, scan the QR code and schedule a demo. We’d be happy to tell you more about it. If you do believe that content, consistency, and frequency, and style of communications matter, but it sounds like a lot of work, it might be something that you wanna consider.

So with that, I wanna thank everybody for your time. Hopefully, I’ve given you some time back in your calendar if you block the hour, and I hope you’ll join us again. I wish I could see you all, but have a wonderful rest of your fall, and we’ll be in touch with, an update on our next webinar.

Thank you so much.