Advisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives.

A local RIA may think it is competing with the local wirehouses.

A local wirehouse team may think it is competing with the other wirehouse teams.

An independent firm tied to a broker-dealer may think it is competing with other IBD firms.

Sorry Charlie, the true competition for advisory clients starts with being able to cut through the clutter of 3,000 or more competing ads that the typical prospects sees…per day!

In our saturated search economy, an area of expertise or niche like retirement-income planning is not enough to stand out and for new clients to find you.

Many top-growing firms recognize this challenge and have adapted by becoming content marketers.

Let’s first glimpse into how this type of advisory firm approaches marketing and then review some steps for any advisory practice to cut through the clutter and reach and influence their target prospects.