Financial Advisor Content Marketing Tips

While many advisors acknowledge content is important to building and maintaining a book of business, they admit it can be a challenging lift. 

According to a survey from Broadridge, roughly 40% of advisors say they don’t produce content because they don’t believe they have time to do it.

Another 40% in the same survey say they have no idea how to go about creating and sharing material. 

Be Creative

Producing blog posts can be time consuming and difficult for people who do not write content regularly. 

The good news is there are other ways to get quality ideas out which require less of an ask.

Infographics can be published on various social media platforms as an effective way to engage various audiences, including leads.

Quizzes or polls on social media are another clever, time effective way to attract eyeballs. 

Keep It Fresh

Marketing experts emphasize the importance of timely content. With so much out there for people to digest online, stale material will be overlooked. 

Advisors can get ahead of topics by previewing upcoming data releases or planning ahead when major financial events are coming up. 

The savvy advisor can outline content then spruce it up after data is released, getting the item out to leads and clients quickly. 

Analyze What Does & Doesn’t Work

A smart advisor needs to pay attention to the metrics and evaluate what clients are clicking on and what they are scrolling past.

The advisor can then lean in to material which gets more clicks. 

Paying attention to metrics is especially vital in lead generation, if an advisor knows what potential clients are looking for, they can use these items to build their book. 

Don’t Be Afraid To Ask For Help

Outsourcing is part of many financial advisors’ marketing strategies. 

By bringing on outside help, an advisor can put out more content and better track the metrics. 

The return on investment from outsourcing is also valuable, as advisors can spend more time onboarding new clients and less time trying to put together articles and social media posts. 

Financial professionals should still add a personal touch when implementing outside content to their marketing strategy. A study from McKinsey found more than 70% of consumers want a personalized experience from businesses and are significantly more likely to engage with a brand that personalizes the customer experience. 

If done correctly, putting out quality content will grow the book and aid in avoiding those frustrating ACAT notifications.