financial advisor content marketing

Financial Advisor Content Marketing – 5 Content Ideas

By: Frank DePino | May 9, 2024

Are you a financial advisor and wish to promote your business in the most cost-efficient way possible? What if I told you that the knowledge and skills you already possess could be used as a marketing tool for landing new leads for your business.

Here is when content marketing comes in handy. Making content on your website, blog, or social media platforms is an amazing channel to boost your relationship with potential clients.

This post will go into all that you need to know about financial advisor content marketing. Everything from what exactly content marketing is to how it can benefit your business will be discussed in detail. So let’s get right into it!

Best Types of Content Marketing for Financial Advisors

  1. Blog articles: the easiest method to tap into content marketing for financial advisors through the internet.
  2. Marketing emails: an extremely useful marketing strategy. It can help turn potential clients into customers and convert one-time clients into permanent ones.
  3. Social media: offers a new avenue for financial advisors to increase their exposure on social media platforms and are an extremely effective content marketing strategy for financial advisors.
  4. White papers: articles written on complex topics that can help financial advisors demonstrate their knowledge on the subject and gain readers’ confidence.
  5. Ebooks: help market your services and help establish authority in your field. Additionally, ebooks are used to generate leads by requiring their contact details before being able to download.

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What Exactly Is Content Marketing?

Everyone knows that marketing simply means promoting a product. Therefore, content marketing is a subtype of marketing that involves creating and sharing online content, whether it’s blogs, social media posts, podcasts, etc., that help produce interest in a service or product.

Traditional marketing used to rely on using ads to gain exposure in front of clients. These days though, it has started to lose its effectiveness. Try to recall, when was the last time any of us was genuinely interested in an ad and actually ordered the product or service?

With the rise of the internet, potential clients have the tools and the ability to research extensively about each product and service before finding the one best for them. Nobody wants to make an ill-informed decision and buy directly from ads these days. That’s why content marketing is the next big form of marketing.

According to a survey on Statista in 2019, 91% of global marketers stated that they were using content marketing as a part of their marketing strategy.

Content marketing takes advantage of these new behaviors that have developed in potential customers. This form of marketing’s primary focus is generating useful content based on your knowledge and expertise in your field, target an interested audience, and pull in new clients.

The financial advisor is thinking about what content to create for his marketing

What Are The Types Of Content That You Can Create?

Financial advisor content marketing strategies can include many forms of online content. The main goal of the content has to be to utilize your industry experience and know-how to educate your audience.

The education and knowledge you offer to potential clients can help solve their problems and drive them to do business directly. 

The content you offer can be in many forms, such as:

  • Your business website
  • Blog articles
  • Marketing emails
  • Social media posts
  • White papers
  • Ebooks

Your Business Website

The chief end goal in your digital marketing strategy should be to increase your exposure to your target audience and drive traffic to your website. This traffic can result in the conversion of readers to actual clients for your financial advisory business.

Your website is your main marketing instrument. It serves as the main source of information about your business and can be the main thing differentiating your business from others in the industry.

The website should be well organized and contain all the necessary details about your business, such as contact details, blogs, white pages, etc. It should also be well optimized for all browsers, whether on mobile or desktop.

Finally, the website should explain what your business is, what it offers and how it can benefit clients.

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Blog Articles

Blogs provide an easy method to create and display your content to thousands of potential clients through the internet. 

According to a report, businesses with blogs get 126% more lead growth than those without. This is why many financial advisors incorporate blogs on their websites to generate traffic and land clients.

Some of the countless benefits of incorporating blogs into your content marketing strategy include:

  • Boosting your exposure on the internet.
  • Market your services or products.
  • Establish yourself as an authority on a particular subject.
  • Help direct traffic to your website.

The topics selected for blog articles should be based on your target audience’s lookout information on major search engines like Google.

The exposure of your blog articles depends on many things, such as the frequency with which you upload articles, finding and using keywords within the blog post itself, etc. 

SEO (Search Engine Optimization) is a term you’ll come across often when learning how to increase your blog’s reach to your targeted audience.

It takes substantial time and effort to set up and maintain blogs but think of it this way.

Blogging allows you to establish yourself as an authority in your industry. People will start considering you a specialist in your industry, and that alone will draw in many new clients.

Also, you only have to put in the initial effort in writing an article, and that article could, in the future, help you land dozens of potential new clients in the future.

Marketing Emails

Marketing Emails were one of the first forms of digital marketing and still is an effective way to reach potential clients and maintain a relationship with current ones.

According to a study, in 2020, the number of e-mail users rose to above 4 billion and is estimated to grow to 4.6 billion by 2025. That’s over half the human population! 

It shows that many still rely on emails, and marketing emails can increase the chances of success in your financial advisor content marketing strategies.

Marketing emails can help your business to:

  • Generate repeat sales
  • Pull in new clients
  • Establish authority with your current clients
The marketing directors are setting up the financial advisor's social media publishing strategy

Social Media Posts 

Social media is, without doubt, a major part of our lives, and the virtual platform can help in networking and be an excellent way of marketing your brand and products.

Considering that the north of 3.6 billion people used social media in 2020, financial advisors should not miss this opportunity to market their services in this virtual hub.  

The content being posted on social media can convert your followers into clients. But it isn’t enough to just post whenever you find the time. You have to remain consistent and post on a fixed schedule to remain relevant.

That is why many opt to employ social media experts to handle their social media campaigns for them.

White Papers

These are formal articles that are a great way to display your authority on a subject. These are used in marketing to gain the confidence of potential clients and boost your company’s reputation.

White pages are an excellent way to demonstrate your know-how and knowledge on a complex financial subject. They are much different from traditional articles and deal with complex and research-intensive topics, which can be of great help to potential clients.

They exist to inform and educate your audience and help solve their problems. For marketing, white pages generally focus on a business service and describe how it helps deal with clients’ pain points.

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Sometimes blog posts don’t allow financial advisors to demonstrate their knowledge on a topic.

 That’s where ebooks come in. They can allow you to demonstrate your expertise on a topic in much greater detail than traditional blogs or articles and help to market your services.

You can also use ebooks in marketing to generate leads by requiring users to register online for access. In essence, both parties exchange information with each other, you by providing your knowledge within the ebook, and clients by providing their contact information in exchange.

You can then use their contact information to follow up with them, and you potentially may land a new client.

What Are The Benefits Of Content Marketing For Financial Advisors?

Are you still not convinced why you should use financial advisor content marketing strategies for your firm?

Well, think of it this way. Everyone wants to make well-informed financial decisions. Hence, if your business can give them easy-to-digest and knowledgeable content that helps them make those decisions, then you have essentially won their trust.

In the long run, they might be more inclined to use the services your business offers because of this feeling of trust.

Eventually, the initial content you offered for free to potential clients may result in dozens of new permanent clients.

Many businesses already utilize content marketing strategies, and businesses that don’t are usually left behind. According to CMI, 42% of B2B marketers agreed that content marketing is effective in their strategies.

Financial advisor content marketing campaigns have many benefits to them including:

  • Try to establish yourself as the most authoritative personality in your field
  • Increasing awareness about what your business has to offer
  • Increase the visibility of your business
  • It helps to build trust and confidence with your target audience
  • Directing traffic to your website
  • Costs less than other forms of marketing

Content marketing can offer a way of increasing the exposure of your business and potentially land clients without needing to spend a fortune.

The head of the web agency is explaining to two financial advisors the guidelines for a successful content strategy

Rules And Requirements For Content Marketing

Before getting right into financial advisor content marketing plans, there are a few things to keep in mind. First and foremost is the setting of goals for your content.

If you desire to have your content rank highly on the biggest search engines like Google, there are a few requirements and rules your content has to abide by.

  • Firstly, you have to find the topics and specific keywords your target audience uses on search engines and provide content on those keywords to increase your ranking.
  • Secondly, the content you will publish online has to be original and not plagiarized in any form or shape. Google’s algorithm can detect when part or whole content has been copied and negatively impacts its ranking on the engine.
  • Thirdly you will need to publish new content consistently. Google ranks those blogs and websites higher that have a constant stream of fresh content. It helps Google identify you as an authority in a subject.
  • Fourthly your content needs to be SEO optimized with good readability. Google ranks articles that are SEO optimized and easy to read higher than those that are not.
  • Finally, according to some gurus, articles or content that are roughly 1000 words or more rank higher on Google than shorter articles. Its algorithm ranks longer articles higher because they are usually more informative and well-structured than smaller ones.

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Final Thoughts

It has become quintessential for financial advisors to have a content marketing plan in this day and age.

It may appear an impossible task to absorb so much information and be limited by time and staffing.

That’s why you can opt to outsource some work to an individual or an organization. What matters is whether you have a unified approach or not.

Invest in making not only blogs but also social media posts, email marketing tactics, etc. Keep in mind that exposure to your content is as important as your content itself.

To sum it all up, always keep in mind that content marketing will not magically yield results overnight.

It always takes time and can take a few months to start churning out good results. Therefore, don’t have unrealistically high expectations from the get-go.

All good things take time. Likewise, you need to work persistently and wait for the magic to happen!
Always remember to stay consistent and dedicated, and you’ll be enjoying the benefits of financial advisor content marketing in no time.

By: Frank DePino

Frank DePino is Principal and Founder of Mediaboom. Since 2002, Frank has led Mediaboom’s award-winning staff of creative and technical professionals, building the most effective marketing and advertising solutions for its clients.


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