How content marketing can help grow your practice

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.

Your ability to deliver information in an engaging way to clients and prospects helps build your reputation. Create articles, videos, posts or podcasts that answer questions, simplify decisions and offer real value.

You’re not pitching. You’re building visibility. You’re reinforcing your position as a trusted advisor.

Why does content marketing work for advisors?

Great content drives trust, visibility and reputation. It showcases your experience and expertise. It expands your reach naturally, while fostering trust. And it fuels referrals by giving people something valuable to share.

You’re not just telling people you’re an expert — you’re demonstrating it. You’re showing clients your passion for helping them meet their financial goals.

There are three types of financial services content that perform well:

• Educational content: Answer real questions. Break down tough 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.
• Case studies: Bring financial strategies to life by telling stories about how you help clients. Outline a challenge a client faced, your approach to helping them and the positive outcome from your strategy. For example, a blog post on how you helped a young family balance saving for retirement with paying down their mortgage.
• Thought leadership: Position yourself as a go-to expert on industry 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.

Coming next

• Video 2: 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.
• Video 3: How to use social media to reach your audience: Use interest-driven algorithms, create engaging posts and choose the right platforms to expand your visibility and connect with ideal clients organically.
• Video 4: How to mitigate compliance concerns: Protect your reputation, license and clients by learning about best practices for creating content marketing that is compliant with regulator requirements.

Gregory Bisch

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