Advisor Technology | 05/24/2016
Creating Irresistible Content
“Content” as a noun is such a broad term. It’s a gigantic umbrella that can cover pretty much anything you see, hear, read, discuss, and even smell. Your marketing plan probably doesn’t include that last category, though. Scratch n’ Sniff stickers don’t offer much in the way of winning clients, although I could be talked into coming to your office if I smell you grilling out.
Content comes in two forms for advisors (and pretty much everyone doing online marketing): Personal and Educational. I want to go through the different types of content and talk about how to do a personal and educational version of each, but first, a quick definition of the types of content.
Personal – Content that helps prospects and clients get to know you. Personal content shouldn’t push prospects to purchase, download, or sign something. It’s just about building a relationship with people who visit your website.
Educational – Content that teaches prospects and clients something. For advisors, this is typically a mini-lesson on some aspect of financial planning or investing. Educational content is about showing off your expertise and building your library of expertise that shows visitors you know what you’re talking about.
The ground floor of content marketing. If you’re not blogging, that’s where you should start.
- Your thoughts on current events.
- Personal lessons you recently learned outside the area of finance.
- Fun things about you and your team (like our Jam of the Week)
- How your firm works
- How current events affect clients
- Explain complicated financial concepts in simple terms
Here’s a quick test: Who is your favorite journalist who writes for your hometown newspaper? Any idea? As a former beat reporter, I am ashamed to say I couldn’t answer that question, either.
Now how about your favorite TV news anchor for the local affiliate? It’s a little easier, right? I’m a Rob McCartney man myself. And I don’t even watch TV news, but since I see him on TV a lot when I flip around the channels, I somehow feel a connection with him and his face pops into my mind whenever I think of the news.
Videos are the quickest way to make prospects feel a connection with you.
- Film yourself giving your take on the latest financial news. (Some people refer to this as “vlogging,” but I am not one of those people because that word is gross.)
- Give a tour of your office.
- Send out short video responses to people on Twitter instead of a text reply.
- How-to videos
- Animated explanations of a difficult concept (these are very popular, but they also take a couple months to create)
- Webinars (but be careful)
- Weekly/monthly updates on the latest news from your firm
Our CEO, Jud Mackrill, used to host the weekly videos for Orion Advisor Services, so when he talks to advisors familiar with Orion, they already have a connection with him. They can put a face to the company.
I don’t know the exact picture to words ratio, but I hear it’s something like 1:1,000. If you can take a complicated concept or life lesson and illustrate it with one picture, people will flock to you. Images are much more likely to be shared on social media than articles. And you don’t even have to be a good artist to create them.
- Life lessons
- Cartoons about you and your team
- Simplified financial concepts
- Infographics of recent financial law changes
Whatever you do, get out there and start creating! Your future clients are waiting for you.
Need help creating any of this content? Contact us to find out how we can help.
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