Three Examples of Great Advisor Content Marketing
Advisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives.
In prepping to write this article, I combed through countless wealth management firms’ web sites, looking for examples of great content marketing.
Man, was it hard to find anything.
If you’re a wealth manager, you’re doing some form of content marketing. You’ve got a monthly commentary, a piece guiding prospective or existing clients through an important life stage, or a seminar analyzing the upcoming election (spoiler alert: politics stink).
The bad news? Everyone else has that content too.
Too often, we jump into content marketing without thinking about what it needs to accomplish:
- It needs to act as an engagement tool, engaging our existing email list and social media followers with our latest thinking.
- It needs to act as a lead-generation tool, helping us to capture new, qualified leads who can become clients in the future.
- It needs to act as a brand-building tool, communicating your unique positioning as a firm and why you’re different.