#TBT 4 Reasons Why Financial Advisors Should Care about Content Marketing
In today’s world, clients aren’t just looking for their financial advisors to passively manage their money. Instead, they are looking to them to be a source of insightful information, helping them discern what’s happening in the world’s complex financial markets. Which is why a content strategy should be an important part of any financial advisors strategic efforts. Even outside of financial services, research has shown that consumers find value in custom content.
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90% of consumers find custom content useful, and 78% believe that organizations behind the content are interested in building a good relationship
(
http://engage.tmgcustommedia.com/2011/07/content-marketing-stats/ )
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80% of business decision-makers prefer to get company information in a series of articles versus an advertisement
(
https://contentmarketinginstitute.com/2012/11/2013-b2c-consumer-content-marketing/ )
A sound content marketing strategy can be a real differentiator for financial advisors - both in terms of generating new leads and client retention. Here are four reasons why every financial advisor needs to practice content marketing.
1. Advising is in the job description
Financial advisors are always on the lookout for the latest information so that they are best equipped to deal with rapidly changing market conditions, providing their clients with insight on their position in those markets and how things may change. But most of all being transparent and giving the client a clear choice on what decision is to be made moving forward.
Custom content such as downloadable whitepapers or blogs are a great place to share your latest thoughts on the market. By sharing this information with existing clients via a marketing platform such as Harvest’s content engine , you can provide improved and more transparent guidance to customers. It can also be used as a prospecting tool, with our digital platform expanding the geographic footprint of your distribution efforts.
2. Agile responses to changing conditions
Agility is important, and financial advisors know this more than most. Markets change quickly and advisors need to be able to respond with agility to new conditions affecting their portfolios. Content marketing can enable them to scalably respond reassuring their client’s faith in their capabilities.
Each piece of content also generates its own data, which can be used to provide insight into what is important to your clients - which can help inform your strategy and even lead to the development of better services and solutions. With Harvest, we provide analytics on the performance of each post published. Each data point provides insight. Content attribution reports like Harvest's give you an idea of the type of data you should be tracking and can help you reconfigure your approach constantly and in real time .
3. Consistency drives results
It's imperative to any content marketing strategy that you publish consistently. This is important for driving readership of your material and staying top of mind for your audience.
It can also have a marketable impact on search engine optimization, or SEO - which helps drive organic prospects to you through finding pieces you've written via Google or other search engines.
But being consistent isn't just about keeping to a regular publishing schedule (although that's important). It's also about using it as a platform to drive home your values as an advisor. This can really help build trust with your clients, which is the most important part of any advisory relationship.
4. Authenticity builds client relationships
Authenticity is important in everything you do, but is especially so for content marketing. As a financial advisor, you undoubtedly have a perspective and approach that is uniquely yours - so make sure that comes across in your content. You should develop a style and tone of voice that sounds like you - and that resonates with your customers. No one likes a boring email blast that has zero personality or personalization, especially when they are entrusting you with their money. Advisors can use their content to drive deeper relationships with their clients - and should use every aspect of their communications to make every client and prospect feel like they are important.
- Ahmed Rosowsky
If you're interested in how Harvest can help your content marketing efforts click below for our media kit.
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