Why Your Business Needs Content
Content gives financial advisors a unique voice in an industry full of competition. If you’re like a lot of advisors, you work in a neighbourhood, on a street or in the same building as other financial advisors who do exactly the same thing you do – or do they? Customized content helps clarify those blurred lines because we know all financial advisors are not created equally.
What sets you apart from other advisors? More importantly, how are you communicating that message to your existing clients, potential clients, referrals and centers of influence? Content on your website, blog and social media networks help differentiate your practice and brand yourself online as a subject matter expert. When creating your website, sending out a client newsletter, writing blog posts and sharing content on social media ask yourself…
- Why am I sharing this?
- Who do I want to read it?
- How is it helping my client’s finances?
- What makes me different from other advisors?
And that’s why your financial practice needs content.
You need customized content because it helps establish your digital brand and your unique identity. That’s fancy online talk for telling people about your worth as an experienced financial professional a.k.a. who you are, what you do and how you help clients. Your content will help clients decide why they should choose you over the financial advisor next door.
The answer is simple. Clients will choose to do business with you because they have something in common with you, they can relate to what you’re saying or you’re sharing information that answers their questions.
What is a content marketing strategy?
Content comes in many forms and is shared in several different ways such as in your blog posts, on your website pages, in your email newsletter and on your social networks. A good content strategy focuses your efforts to target your ideal client, shares the exact message you want them to know and prompts the reader to take action. In short, a content strategy defines:
- Who you are
- What you want to say
- Who you want to tell
- How they’re going to get it