Financial Adviser Marketing: Content Marketing For Financial Advisers

Hi, Paul here from Thompson Consulting. 
In this video, I’m going to talk about how to create content as a financial adviser,
financial planner and wealth manager. I get asked this quite a lot, your average
adviser is not comfortable creating or putting out content to their market, so I just want
to give you a few quick tips which will help you do that. Now, should you create content is probably
the first question? If you have any connections on LinkedIn, a
following on Facebook or any sort of email newsletter / database, you should be providing
some sort of useful and educational content to those different connections or those lists
on a monthly basis, ok? So what sort of content should you put out?
One recommendation I give to people is to think about the questions that you get in
your first meeting with a brand new client. There’s probably three, four or five questions
that you get again and again and again in the first meeting; and use those as the sort
of core pieces of content that you put together. So use those as the sort of core pieces of
content that you put together. So for example, if you’re doing pensions and investments
it might be something like, “How much is enough” or “How can I maintain my lifestyle
in my retirement” ok? You could take those as topics that you can do and then put together
a piece of content. Now, what does a piece of content look like?
It could be an article, it could be a video, it could be an audio piece of you talking
about it, it could even be a podcast that you put out to the audience, the actual format
doesn’t really matter too much. If you’re new to doing content, I would suggest starting
with an article, putting together a simple article covering maybe four key points that
you want to cover and a little image that goes with it, and then you can post it on
your LinkedIn profile or on your website and then share that link with your audience- ok?
So that makes it nice and simple for you. Now in terms of format, if you’re doing
audio or video, or even getting a little bit more advanced and doing podcasts then you
do need to think a little bit about the camera you’re going to use, about the lightning
set up (we have a full professional set up for this particular video here today). If
the video is grainy or we can’t hear you, or there’s a lot of shadows, it won’t
come across as professional so just be aware of that as you’re putting it together. If
you’re not comfortable on camera, start with the articles and you can always build
up from there. The third piece that we need to think about
here is how often should you post this content, frequency in relation to content is really
important. I was talking to an adviser recently and he was suggesting to me that he was going
to post once per day on LinkedIn. That to me is probably too much; you might get away
with it on Facebook and Instagram, on LinkedIn I would generally recommend one, maybe two
articles at the most, maybe a couple of shorter posts per month. If you’re new to this or
just starting out maybe go with one article and one or two posts and that should be plenty
on LinkedIn. And bear in mind that the article or the post you do on LinkedIn can also go
out on Facebook, it can also go out on Instagram or other channels as well to make your life
that little bit easier. If you’re part of one of the larger networks,
maybe SJP or some of the other networks where they already provide you with quite a lot
of content, in terms of articles and posts and updates; what I would suggest to you is
by all means use the content they’ve provided- it makes life simpler for you and you don’t
have to deal so much with your compliance department, but maybe repurpose it a little
bit, maybe tweak the title to make it relevant for your audience. So, for example, the title
might become: “4 ways that Business owners and Company Directors in Bristol can improve
their retirement” rather than just “ ways to improve your retirement”. So make it
specific to the audience that you’re actually trying to speak to, and generally it will
resonate better. On that point, every bit of content that you
do, you need to think, “will this piece of content resonate with my target audience?”.
If the answer is no, you don’t post it. That’s what you really want to think about
with your target audience, you’re trying to really position yourself as the go-to expert,
that’s really what content is all about. The final little tip I’ll give you is, content
is about consistency, it’s about how often you do it, so even if you only did one article
per month over a period of three months, six months, or twelve months; it’s that consistency
of posting (people seeing your articles, people seeing your content over time) that really
gives you that credibility as an expert, and the more you can position yourself as an expert,
the better you’re going to do in terms of converting, sales and generating more clients
for your business. I hope these points helped you, I’m Paul
from Thompson Consulting and any queries, you can get in touch with us.

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