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Content Marketing How-To for Financial Planners

5-Top-Tips for consistently creating content your ideal clients actually want to read


Have you heard the phrase “Content is King”? In an increasingly digital world it is definitely a statement to live by. But creating content which is relevant to your ideal clients, content they actually want to read, is easier said than done.

For financial planning practices, striking the balance between providing valuable and engaging insights without giving away all of your trade secrets is key. This will ensure your content marketing strategies are leading to tangible results rather than you just giving away information for free.

It’s also important to understand what content your clients want to engage with. In a world where there is more online content than ever before, how do you get noticed and how do you reach more of your ideal clients? These are very good questions and we’ve got some tips to help you create the perfect content your clients actually want to engage with. Let’s dive in!

1. Know your audience

 Before you even start putting pen to paper or begin brainstorming content ideas and formats – identify your audience. And it doesn’t have to be people who are your current clients. It can, and should be, the kind of client you want to target – your perfect, profitable client. Let’s call him Bob. What does Bob want to hear or read? What does Bob need or want right now and what is going to make Bob think “yes, I need to read this piece of content”.

 Start brainstorming Bob’s needs and wants and this will help you position your content around these benefits.

2. Deliver insights, not just information

Information is factual; insights are personal. Bob and your clients want to connect with you and your brand on a deeper, personal level. This connection will bring them closer to your brand and encourage your prospects to become loyal customers.

Anyone can copy and paste a bunch of stats on a website but it’s the way you provide opinions, expertise and insights around the stats that really makes the content engaging.

One way you can create insightful content is to build your brand story and weave this customer-focused storyline all the way through your content.

Find out more about brand storytelling here.

3. Headlines are key

 It’s common knowledge that headlines are read far more often than the actual story. The fact that you are still reading means you’re doing better than most! Your headline must create intrigue, interest and fascination.

A word of warning here: even if you come up with the most enticing headline ever – if it doesn’t match the article, people will drop off like flies.

So, how do you get your clients to move past the headline and into the important stuff? This comes straight back to identifying what Bob wants and connecting the headline of the article with the body of the article – through something known as a hook.

Your headline draws people in, the hook keeps them engaged long enough to actually dive into your article. Try asking a thought-provoking question like I’ve done in this article.

4. Back up your content with data

 The rise of digital publication platforms and the era of ‘fake news’ has caused us to have trust issues with what we read. According to a 2019 study conducted by Ipsos, Australia’s trust in digital media and online articles has declined over the last five years.

See how that statement is more believable because there is data backing it up?

Further, Ipsos is a data supply company that uses scientific studies and technology to ensure their data is accurate and reliable. It’s not just about using data but what makes content more believable, is using data from a reliable source – especially a source that Bob has heard of before and trusts.

5. Keep content up-to-date

Your content needs to be reliable and current. This means going back to old articles and refreshing them with the latest stats and ideas. If you change enough information in one content piece, you can repurpose it and reshare it to create more quality content.

If your content is out of date, Bob will leave in search or something more relevant to his situation.

Whilst there is a great deal to consider when it comes to content marketing, we hope this article has provided you with some relevant insights about how you can create effective content.

If you’re ready to take your content to the next level and want help creating content that delivers real results, request a meeting with our friendly team or email us at hello@marketingbrandingsales.com



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