Crafting Compelling Content to Enhance Your Online and Social Media Presence

Most advisors use a variety of traditional marketing strategies to promote their business, the most common being digital and radio ads, websites, brochures, email campaigns, and local sponsorships. But there’s another type of marketing you can add to your arsenal, known as content marketing, that studies show is even more effective than traditional marketing. In this article we’ll look at exactly what content marketing is and how to do it right.

The ‘what’ and the ‘why’

Content marketing involves the creation and sharing of online materials, such as videos, blogs, and social media posts, that don’t explicitly promote your brand but stimulate interest in your products and services.

According to Demand Metric, content marketing costs 62% less than traditional marketing and, dollar for dollar, generates approximately three times as many leads as traditional marketing.

So, what should you know about creating content marketing that reaches your clients and prospects?

1.    Know your audience: Understanding your audience is crucial. Who are your ideal clients? What are their pain points, goals, and aspirations? Tailor your content to resonate with their needs and interests.

2.    Educate and inform: Wealth management clients value expertise. Use content to provide valuable insights, explain complex financial concepts and offer solutions to common financial challenges. Demonstrating knowledge builds trust.

3.    Quality over quantity: It’s better to create fewer high-quality pieces of content than to flood platforms like Facebook or LinkedIn with mediocre content potential clients will scroll by. Each piece you create should offer real value and insights.

4.    Visual appeal: Incorporate eye-catching visuals like infographics, videos and images to break up text and make content more engaging. People tend to remember visual content better than plain text.

Dos and don'ts of content marketing

Dos:

1.    Be consistent: Create a content calendar and try to maintain a consistent posting schedule. Regular content updates keep the audience engaged and returning for more.

2.    Research keywords: Use relevant keywords to optimize content for search engines. This will help content rank higher in search results and attract organic traffic to your website.

3.    Engage with your audience: Respond to comments and messages quickly. Building a two-way communication channel fosters trust and loyalty.

4.    Leverage social media: Share your content across various social media platforms to reach a wider audience. Each platform has its own unique strengths, so tailor content accordingly – for instance, LinkedIn may be more appropriate for content relating to a prospect’s small business, whereas Facebook may be a better choice for more general content.

Don'ts:

1.    Don’t plagiarize or copy: Never copy content from other sources, particularly other advisors. Plagiarism damages your credibility and can have legal consequences. It’s okay to reference content from other sources but always provide proper attribution when using others' content.

2.    Don’t over-promote: While promoting your services is essential, avoid excessive self-promotion. Your content should primarily educate and inform, not be overly salesy.

3.    Don’t forget analytics: Ignoring data and metrics can be a big mistake. Use tools like Google Analytics to track the performance of your content and make informed adjustments.

4.    Don’t forget mobile optimization: With many if not most users accessing content on their mobile devices, make sure your website and content are mobile-friendly.

Content marketing is a powerful tool for you to connect with clients and attract potential leads. By providing valuable, informative, and engaging content that resonates with the audience, you can build trust, establish authority, and drive new business.

Getting started or improving your current content marketing strategy can feel overwhelming. So, please reach out to us anytime – we’re always happy to provide the support you need.

Patti Houghton

AVP, Marketing

iA Wealth