The 411 on Content Marketing For Advisors

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Content marketing is one of the best ways to improve your website’s search engine (SEO) rankings. 72% of online marketers describe content creation as their most effective SEO tactic, which helps potential clients find you via your website when searching for a financial advisor. Content marketing is also an effective way to establish credibility and build trust of you and your firm.

What is content marketing?

Content marketing is a form of digital marketing focused on content that provides value to potential customers. The content can include the following:

  • Blog posts
  • White papers
  • Videos
  • Infographics
  • And more!

Why is content marketing so effective?

Many traditional forms of marketing rely on chance or goodwill from others. But content marketing helps you provide value which puts the ball back in your court. Trustworthy and consistent content helps build trust when sharing information specific to your company’s offerings. Identifying a problem you solve is a great place to start.

Developing a content marketing strategy takes time, effort, and budget. Luckily, there many sources for finance content. Also, remember third-party content (uneditable, of course) that amplifies you as an informed authority figure when posted to your social media profile. Everyone in your organization should share the content you create on their social media profiles, helping to tap into SEO to boost your company’s organic search rankings.

According to Hubspot, in 2022, content marketing was used by 32% of marketers in these specific areas:

  • 44% on social media
  • 36% on website blogs
  • 35% in email marketing

Focus on these four elements when sourcing or creating content finance content:

  1. High quality. Ensure your content provides a unique perspective of your business and industry and the problems that you solve. Avoid typos, choose professional images to accompany the content, and if creating videos, utilize a video production agency to make sure your video content is top quality.
  2. In 2020, Google introduced an algorithm that rewarded sites showing expertise, authority, and trustworthiness. This Google update means it’s a good idea to assign someone from your company or a trusted blog writer as the author of your blog posts. Authoring helps ensure that readers feel like they can trust the content you’re producing.
  3. Including exciting images and valuable graphics within your blog post can help make your content more engaging. Adding headers and lists can also increase readability and keep people on your blog pages for extended periods.
  4. Add a call to action to each piece of content to help guide people to learn more. For example, a link on your blog posts, your website address at the end of a video, or a website page link to learn more in your email marketing.

Once you’ve started content marketing using your website’s blog, social media, and email campaigns, monitor the performance and make adjustments as needed. Try to have a new blog to post to social media each week, and consider one to two other posts, such as third-party content, infographics, a video, or a team photo with an interesting caption. Strive for email marketing once per month as a touch point and an additional email when a relevant event occurs or hosting an event.

Need help sourcing editable finance content? We can help; reach out to us or connect with us via social media at @freshFinance_ on Twitter and @freshFinance on LinkedIn.

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