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.

flowers and agenda

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

Experts talk about how content helps you grow online:

"Content marketing means creating and sharing valuable free content to attract and convert prospects into customers, and customers into repeat buyers. You’re educating people so that they know, like, and trust you enough to do business with you."
"In recent years, the concept of content marketing has been redefined. It’s shifted from being a mere bolt-on to a highly profitable discipline in its own right, complete with strategies. It grows your customer base while enhancing your brand."
"Your small business needs a content marketing strategy if you want to establish a brand identity, build trust among new and existing customers, establish yourself as an industry thought leader, market and promote your business and maximize your business ROI."

More ways content marketing can help your business...

Increase sales

90% of the leads a company generates every month come from blog posts.

Get new clients

78% of businesses who blog daily acquired customers through their blogs.

Grow long-term

"70% of traffic comes from posts that weren't published this month. Content lives forever."

Target prospects

"85% of brands think it's one of the most effective marketing approaches."