In today’s ever-evolving marketing landscape, prospective clients are showing a clear preference for a more engaging approach, one that leans towards the “pull” rather than the “push.” The days of bombarding them with ads to buy services are waning. Instead, they desire to be drawn in through valuable content that empowers them to make informed decisions. It’s about creating an environment where they stumble upon your content, delve into their own research, and organically arrive at the conclusion to choose your services. They seek the thrill of the chase, that delightful feeling of discovering a goldmine. And the key to empowering these prospects lies in providing an abundance of content. By offering a variety of mediums and a wealth of information to digest, you pave the way for a compelling and convincing journey. The consistency of content over time has proven to be exceptionally successful in pulling prospects in and turning them into loyal clients. While effective marketing is undoubtedly a challenge, it’s worth noting that executing a strategic campaign doesn’t always necessitate a hefty budget. In fact, many wealth management businesses can achieve remarkable results with a single, potent tool: content.
Financial firms seeking to elevate their marketing game can harness the formidable power of content marketing. It’s a medium that not only establishes meaningful connections with potential clients but also addresses the pressing problems on their minds. With the right mindset and strategy, effective content marketing can be a rewarding and accessible endeavor.
Identifying Types Of Content Marketing
At first glance, content marketing is exactly what it sounds like: using content to attract prospective customers and drive profits. Unlike traditional advertising, content marketing isn’t focused on directly promoting a product or service. Instead, it seeks to create value for a brand’s audience, which can lead to increased customer loyalty and sales over time.
The process of content marketing involves creating and sharing valuable, relevant, and consistent content that addresses readers’ needs and interests. This type of marketing content can take many forms, including blog posts, social media updates, videos, podcasts, infographics, whitepapers, e-books, webinars, and more.
How Content Marketing Helps You
In the financial sector, content marketing can be an exceptional way to build trust and credibility with prospective clients. Financial decisions are often complex and require a high level of trust between the customer and the financial institution.
By creating high-quality content that is relevant and informative, financial firms can establish themselves as thought leaders in their industry, which helps them increase brand awareness and attract new customers looking for trustworthy and knowledgeable financial partners.
Ways To Enhance Your Content Marketing Efforts
There’s always room for growth and improvement in effective content marketing. In a recent Docupace Roundtable Webinar, Susan Theder, Chief Marketing and Experience Officer at FMG, shared three tips to continuously refine your strategy and create content that resonates with your audience and drives profitable customer action.
Consistency Is Key
When your audience knows they can expect a regular stream of high-quality content from your brand, they are more likely to engage with your content and become loyal consumers. Thus, it’s important to always remain consistent when releasing marketing content — even if it means cutting down on the number of pieces you write and distribute every month to something more realistic in the long term.
Many of the most successful financial firms maintain consistency by using an editorial calendar to plan their upcoming content weeks or months in advance. By setting aside time every week, month, or quarter to strategize and plan your content, you can build a sustainable and effective strategy that drives long-term success for your business. Additionally, search engines like Google tend to favor websites that regularly publish fresh and relevant content, which also means the consistency of your content marketing efforts can help improve organic search rankings.
Make Content Digestible
A key component of effective content marketing is creating content that is not only engaging and informative for users but also easy to comprehend. The last thing a casual viewer wants to read is a 12-page dissertation on tax laws. There is a time and place to go in-depth on more complex financial topics.
Consider what people are searching for online to create relevant content. For instance, you could create a white paper or eBook that delves into different types of investment strategies and use it to generate leads for your advisors. However, that type of content should only be made available after you first generate awareness and interest using “snackable and shareable” content.
Think Outside the Finance Box
If you want to get as many eyes on your content as possible, you may need to branch out from traditional financial topics and write about subjects outside your comfort zone. Many firms produce content on a variety of topics that don’t necessarily fall under the financial umbrella, whether it’s a walkthrough on how to deduct mileage from your 1099 as a business owner or a timely blog post on the rising cost of eggs.
The key is to create trust and a relationship with potential clients, even if the content isn’t directly related to financial services.
In the dynamic landscape of financial advisory, content marketing is a potent tool for driving growth, lead generation, and prospecting. When you partner with PreciseFP, you unlock the potential to supercharge your content marketing efforts. In today’s digital age, a substantial portion of your book of business often originates from your website. With PreciseFP’s web publishing capabilities, you can seamlessly gather and engage with valuable contacts, effortlessly guiding them through your sales process. It’s more than just data collection; it’s about cultivating meaningful connections and nurturing prospects into loyal clients. Empower your financial practice with PreciseFP, and harness the full potential of content marketing for sustainable growth and success.
Chief Marketing Officer | Docupace
