Imagine this: A potential client is searching online for financial advisors nearby. Google shows them your competitors’ financial advisor websites and blog posts, but your firm doesn’t appear.
That’s a missed opportunity. Without a strong financial advisor content marketing strategy, or with one that isn’t doing its job, you’re already out of the running before the conversation begins.
Get the right financial advisor marketing strategy! Connect with Paladin Digital Marketing today!
In today’s digital environment, having a content marketing strategy is becoming a must-have as it offers a way to educate potential clients, build credibility and trust, and establish authority in a competitive field.
It sounds simple, but a successful content marketing strategy for financial advisors hinges on understanding its nuances, tailoring strategies to a targeted audience, and consistently delivering value and relevant content.
In the article, we’ll look at six frequently searched questions online related to content marketing for financial advisors:
- What is the best content marketing strategy for financial advisors?
- Should I create and post original content, or can I use existing, curated content?
- How often should financial advisors post blogs or content?
- What types of content attract high-net-worth clients?
- How can content marketing help financial advisors get more leads?
- Should financial advisors use SEO in their content strategy?
1. What is the best content marketing strategy for financial advisors?
The best content marketing strategy for financial advisors balances consistency, relevance, and client-focused messaging.
Start by identifying your ideal audience, such as retirees, high earners, business owners, etc., and then create content that addresses their concerns and goals, such as:
- Educational blogs that address their main concerns and pain points.
- Personalized videos on relevant topics, trends, and market commentary.
- Email newsletters that nurture both clients and prospects.
- Create new lead magnets to attract new prospects who are looking to start engagement with you by using the type of services you provide.
- Maintain a social media presence by sharing relevant content such as short videos that answer frequent questions, promoting events, and sharing information about your firm, such as new employees, client events, community services, etc.
For your content creation efforts, prioritize quality over quantity, and measure performance regularly so you can improve over time. A strategy is only effective if it helps build trust and engagement.
2. Should I create and post original content or use existing, curated content?
Many financial advisors rely on content platforms that provide pre-written content libraries to fill their blogs and email campaigns. These services offer a convenient way to stay in front of clients and prospects, especially when time is limited.
However, while curated content can support client communication, it does little to help your firm stand out online, especially when ranking for specific keywords (also known as SEO) on search engines, like Google.Google prioritizes original, high-quality content that offers unique value to users.
When you use pre-written articles shared by thousands of other advisors, it’s unlikely that the content will rank well (if at all) in search results. Search engines index duplicate content, but it doesn’t specifically signal authority or relevance for your website. Your site may be filtered out entirely in favor of the source or a more authoritative version of the same article.
Creating original content tailored to your audience, expertise, and local market not only helps boost your search visibility but also builds trust with prospective clients.
It shows that you understand their needs and are actively engaged in solving their problems. Curated content has its place, but if SEO and online differentiation are part of your growth strategy, original content is the better investment.
3. How often should financial advisors post blogs or content?
For most firms, publishing new content once or twice a month balances staying relevant and avoiding burnout. The key is keeping your website updated with fresh content while demonstrating your expertise over time.
If you’re using email marketing or social media, aim for weekly updates, repurposing your blog content to get more mileage from each post.
Posting consistently matters more than posting daily, and remember to produce helpful content regularly signals to search engines and potential clients that your firm is active, credible, and invested in educating the public.
4. What types of financial advisor content attract high-net-worth clients?
High-net-worth clients tend to value insightful, personalized, and strategic content.
General financial advice won’t cut it, as they seek guidance on complex topics like tax efficiency, estate planning, philanthropic giving, business succession, and investment strategies tailored to their wealth level.
Use case studies, whitepapers, and well-researched blog posts to demonstrate your expertise. Video interviews, webinars, and podcasts are also compelling ways to showcase thought leadership and create a more personal connection.
Avoid jargon, but don’t oversimplify. This audience wants to see that you can handle the complexities of their financial lives without talking down to them.
5. How can financial advisor content marketing create more leads?
Financial advisor content marketing works by building trust before someone ever contacts your firm. When people find helpful answers on your website, whether a blog on retirement tax traps or a downloadable estate planning checklist, they’re more likely to see you as a credible resource.
Over time, this builds familiarity, and your name is at the top of their minds when they’re ready to seek help.
To turn content into leads, include clear calls to action, like scheduling a meeting, downloading a guide, subscribing to updates, and using forms to collect contact information. The goal is to start conversations by offering value first.
6. Should financial advisors use SEO in their content strategy?
Absolutely. SEO (Search Engine Optimization) helps your content rank in search results when someone looks for a financial advisor or seeks advice on specific personal financial topics.
Without SEO, even the best content may go unnoticed.
Financial advisors should research relevant keywords like “retirement planning in [city]” or “how to reduce estate taxes,” and incorporate them naturally into blog titles, subheadings, meta descriptions, and body copy.
SEO isn’t about stuffing in keywords; it’s about matching your content to what people are searching for. Optimizing content increases visibility and organically draws qualified prospects to your website.
Ready to kickstart your financial advisor content marketing strategy? Work with a team of experienced digital marketing professionals who specialize in assisting RIA and IAR firms grow their online presence with original blogs, pillar pages, email campaigns, social media posts, and video content. Connect with Paladin Digital Marketing today.
