More and more financial advisors are embracing content marketing as a way to increase their visibility and build trust with their audiences. However, you may be finding that creating content is a bigger struggle than you thought.
Not all content is good content. Bad content can make a prospect 40% less likely to buy a service from you. But how do you find the time to create valuable content as a financial advisor? You already have a lot going on and quality content creation requires time and resources.
In this article, we cover our top tips for creating high-quality content as a financial advisor, with the limited time that you have.
When financial advisors think about content, their minds immediately jump to blog posts.
The idea of writing a blog post might leave you unenthralled. You think it will be like being back in university and pulling an all-nighter to get your paper in for your deadline.
Well, good news for you. While blog posts are a powerful content marketing tool, they are not your only option.
Other content forms you can think about creating include:
You may look at other financial advisors, seeing the volume of content they are sharing, and wonder how you can take the time to publish content at the same speed and volume. If you look a little closer you will see that most of the content they are publishing is curated content.
Curated content is content that comes from a source besides yourself/your brand. It is not original content.
Curated content is a great way to fill in gaps on your content calendar and consistently share high-quality content with your audience. In addition, curated content helps you build trust with your audience through sharing valuable insights.
There are also many great content curation tools for financial advisors. A tool can help you speed up the process of finding valuable content and save you time with publishing.
Repurposing content is a content marketing tactic that is particularly valuable for financial advisors.
Creating a great piece of content takes time and effort. But once you have created a killer piece of content, you don’t need to put that idea to bed. You can create more content from that piece.
For example, if you created a great series of blogs, you could turn those into an ebook. Or if you created an amazing infographic, why not turn it into smaller social media graphics? You could turn YouTube videos into podcasts, how-to blogs into explainer videos – the list goes on and on.
You can also take older, outdated content and update it with new information. Or even reshare older content that performed well as your audience grows, so your new audience can engage with it.
Have you ever create a piece of high-quality, well-researched, engaging content, you published, and it didn't perform well? It didn't get a lot of views, no one shared it and you were left feeling disappointed and thinking that content marketing does not work for financial advisors.
A part of the problem may have been your content distribution strategy. The age-old adage “if you build it, they will come” does not apply to content. You need to take your content to your audience. They will not find it on their own.
There is a tonne of great ways a financial advisor can promote and distribute their content.
Share it on LinkedIn and Facebook Groups: There are many groups on these platforms centered around personal finance, growing wealth, and other financial topics. The audience in these groups will be your ideal target.
Submit to Finacial Publications: Reach out to journalists and publishers in the financial industry and offer to create original content for their publication.
Share With Your Email List: Send out your top content in a monthly newsletter to your email subscriber list.
Use Paid Ads: Promote your content with paid ads on social to reach new audiences. Platforms like Facebook and Adwords have refined targeting features that can get your content in front of your ideal audience.
Content creation for financial advisors is not easy. However, with curated content, repurposing content, and other top tactics, you can have quality content to share with your audience, without having to sacrifice large amounts of your time.
See inspirations here:
Content distribution is a key part of your content marketing strategy. It also goes hand in hand with content curation. Having a handy content curation tool to help you out can save you a lot of time and frustration with your strategy. Streams is a powerful marketing tool that can help you find trending content in your niche. Try it out today by signing up for a 14 day free trial!