A Financial Advisor’s Guide to Content Marketing

February 15, 2022

Content marketing is one of the most powerful and cost-effective ways for financial advisors to build their brand and drive traffic to their websites. In fact, 70% of customers say that they look for consistent, interesting content from the advisors they work with as many as 79% prefer to learn about a firm through articles, newsletters, and other information than through advertisements.

That's why a growing number of financial advisers are turning to digital content marketing to boost their online exposure and credibility, as well as generate new leads that can be converted into revenue-generating clients. Nevertheless, the amount of writing involved in digital marketing is one of their initial hurdles, and it has a significant impact on their digital marketing performance. It is impossible to automate the production of written words. To achieve Google's standards for a regular flow of original, high-quality material, a significant commitment will be required. If you are a financial advisor, a jolt in your content marketing strategy is all you need to drive more clients.

How content marketing can help financial advisors

It's no secret that finding new financial advisory clients can be a difficult and time consuming process. After all, you need to convince them to trust you not only with their money but their long-term financial security. Building that kind of trust takes time. Done right, content marketing can help address these concerns early on and allow advisors to stand out from the crowd of similar professionals. The benefits of this approach include:

  • Positioning yourself as the most knowledgeable person in your profession
  • Increasing the number of people who are aware of what you have to offer
  • Increase your visibility in the marketplace
  • Develop trust and confidence among your target audience

Creating a financial advisor content marketing strategy

Implementing a solid content marketing strategy today will set you up for future success in digital marketing. Continue to test your results to see what's working and what needs to be changed. You'll see an increase in traffic generation, more prospects coming into your sales funnel, improved follower engagement, and, eventually, a boost in your bottom line if you're consistent.

1. Have a clear understanding of the needs of your audience

It is important to understand the needs of your audience. This will help you to market appropriately by ensuring you have relevant and appealing content. Every piece of content you post is designed to attract, engage, and add value to your target audience. It's critical to know who they are, what they enjoy, and what they need, so you can provide them with more of what they desire.

Creating buyer personas is the best approach to figuring out who your target audience is. During this process, you'll develop a clear picture of your ideal client. You'll learn about their job title and responsibilities, their pain areas and difficulties, their position in the purchasing process, and the keyword terms they're most likely to look for.

2. Create content for every step of the customer's journey

Clients drawn to your financial brand will be at various phases of the buying process. While some may have had previous interactions, others are still in the process of learning about each other. Creating content for each level of the sales funnel guides your prospects through the process of making an appointment. Here are the three main stages of a buyer's journey.

  • Awareness: at this stage, prospects recognize their problem and are searching for solutions. Therefore, increasing your awareness is important for such buyers. You can use blogs, social media, infographics, and whitepapers to create awareness.
  • Consideration: Prospects are on the lookout for solutions. They're looking into many options before settling on one as a feasible solution. Leads should be captured as soon as they arrive on your site and nurtured through email campaigns. Video series, informative tutorials, and client testimonials are all content categories to consider.
  • Decision stage: your prospect has decided to book a consultation. You need to make this process easy for them. Give your prospects some discounts or even videos to demonstrate your services.

3. Create and publish your content

It's time to organize, create, and post exceptional content to go live after you've pondered your different content subjects and forms that meet each stage in the buyer's journey. An editorial calendar, such as Google Calendar or CoSchedule, is a useful tool for planning out your strategy.

4. Measure results

The last step to creating a content marketing strategy is evaluating your effectiveness. You need a simple system that will help you in analyzing your achievements and your need for adjustments.  As you alter your strategy over time, you'll develop a precise formula that consistently yields positive results.

At Layup Content we help those working in financial services and fintech with their most important 21st-century need: standing out. With thought leadership campaigns based on our proven system, you can stand out from the crowd, gain authority, and get genuine results. Contact us for your free content marketing audit.

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