Content marketing is a powerful and cost-effective way to advertise your financial adviser business. 74% of businesses think that content marketing increases lead generation. Content marketing involves creating and sharing relevant and valuable content that doesn’t explicitly promote your brand. Its intention is to capture the interest of prospective clients who may have a need for your products or services. It’s a subtle form of advertising that shows clients your experience, expertise, authority and trustworthiness within your industry and builds your online presence in the marketplace.

Your content should either educate, inform or entertain your audience and you should aim to create content consistently to gain maximum results and exposure from it. Your content should be tailored and highly focused on a target audience instead of trying to get the attention of everyone.

So, what sort of content should you share? Below are some ideas:

Content to educate your clients

Write how-to guides that educate people on different aspects of their finances such as budgeting, saving, investing and understanding credit. Break down complex jargon and explain it in layman’s terms to make it simple and appeal to a wider audience. These specialised guides will show you as an authority within the industry and will attract clients to you if they need help with these things.

Content to inform

Your expertise and knowledge of the financial industry is powerful. Keep clients informed and up to date on the state of the economy and industry trends. Is now a good time to invest or save, for example? Share opinion pieces and thought leadership articles that show your insights on the economy and common misconceptions around finance that need debunking.

How about sharing financial calculators and tools such as retirement calculators, budget planners and investment growth calculators? These are interactive tools that will drive more traffic to your website and likely keep people coming back as well.

Content that is personalised

Case studies are an incredible way to show how you’ve helped someone and how they have benefited from working with you. They build credibility and inspire clients with similar situations to seek your advice.

Every person’s situation is different. But by writing content that is tailored to different demographics such as professionals, retirees, single people or families, and identifying unique problems associated with these groups, you’re able to personalise the content much more.

Content that entertains

Let’s be honest. The financial industry can be dry and uninspiring at times. Writing and sharing article after article may not attract certain target audiences. Experiment with different mediums and types of content to attract different types of people. Share infographics, create videos or podcasts and run webinars. There are lots of different ways to share interesting and informative content that can benefit your target audience.

WEBPRO Adviser can help you with all of your content marketing needs, giving you back your precious time to focus on other tasks. Contact us today to find out more.

Where to post your content?

After sharing it on your website, most of your content can be posted to your social media platforms. Engage with your community and encourage open discussions. Social media is a great place to share financial quotes that start discussions and builds your community.

If you have an email list, you can also send content through this medium. The goal is to give yourself as many opportunities as possible to engage your target audience.  

Recap: Content marketing is an extremely effective and subtle way of advertising your business. By providing informative and engaging content to clients and prospective clients, you’re able to educate people and establish your business as a credible authority within the financial industry. This helps to attract and retain clients. Any content that you share should be relevant and either educate, inform or entertain your audience. There are lots of different content avenues to explore. Try writing how-to guides, thought leadership articles, case studies and experiment with different outlets such as videos and podcasts. There’s really no end to the content you can create and share. Once you’ve created it, pop it on your website, share to social media and email your list to gain maximum results and exposure from it.

WEBPRO knows

Specifically for financial educational content, 47% of people want to view 3-5 pieces of content before they engage with brands. Are you creating content consistently to attract new clients?