Video: How content marketing can help grow your practice

Successful content marketers deliver information in an engaging way to existing and prospective clients. They create articles, videos, posts or podcasts that answer questions, simplify decisions and offer real value.

Advisors don’t just sell services. They build trust, share knowledge and help people make better decisions. Content marketing helps you do that at scale, building your reputation as you go — so clients think of you when they need advice.

They don’t pitch. They build relationships.

Good content, delivered consistently, can reinforce your position as a trusted advisor. Unlike traditional advertising, which drives brand visibility, content marketing establishes brand affinity. People feel a sense of connection with the producers of content they value.

It makes clients more likely to see their relationship with you as worthwhile. And it makes prospective clients more likely to want a relationship with you.

Great content showcases your experience and expertise, it expands your reach, and it fuels referrals by giving people something useful to share. You’re not just telling people you’re an expert — you’re demonstrating it. You’re showing people your passion for helping them meet their financial goals.

Content that works

There are three categories of content marketing that work best in financial services:

1. Educational content: Answer real questions. Break down complex topics. Show people you understand what they’re up against — and that you know how to help. For example: A short article explaining the basics of TFSAs — what they are, when to consider using them and common mistakes to avoid.
2. Case studies: Bring financial strategies to life by telling stories about how you help clients. Outline a challenge someone faced (anonymously, of course), your approach to helping them, and the positive outcome from your strategy. For example: A blog post describing how you helped a young family balance saving for retirement while paying down their mortgage faster.
3. Thought leadership: Position yourself as a go-to expert on trends, insights and challenges through content that shares information and perspectives that are unique to you. For example: Provide insights and options on current events from an investing and personal finance perspective as part of a blog or podcast.

Next week: How to create content that connects with clients. Learn how to identify your target audience, craft authentic, valuable content and use simple tools to build strong, lasting client relationships.

Gregory Bisch

Gregory Bisch is founder, head of strategic content and communications at Contentr Media Communications.