Financial Advisors Use Content Marketing to Be Found On The Internet

Investors are increasingly using the Internet to find and research financial advisors that can help them with their investing and financial planning. Because of this, financial advisor content marketing has become an important marketing tactic advisors use to expand their visibility on the internet.

As traditional outbound marketing tactics have become less effective, content marketing, based on inbound marketing principles, has emerged as an essential strategy for advisors to differentiate themselves, attract new clients, and establish themselves as industry thought leaders. 

This Paladin Digital Marketing article will explore the reasons behind this shift, the benefits of content marketing for financial advisors, and the strategies they can use to make the most of this online marketing opportunity.

The Rise of Content Marketing in the Financial Services Industry

The financial services industry has been traditionally slow to adopt new marketing trends, relying on established methods such as print ads, cold calling, and in-person seminars to reach potential prospects for their services. 

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However, as the Internet becomes the primary source of information for investors, financial advisors are recognizing the need to adapt their marketing tactics to increase their lead flows as well as meet investors where they are-the Internet.

One of the key factors driving this change is the decline in the effectiveness of traditional marketing methods. Cold calling, for example, has been rendered largely obsolete due to increasing regulations and the rise of caller ID technology. Direct mail, once a go-to marketing strategy, has also seen a decline in effectiveness as investors increasingly turn to Google, Siri, Alexa, and other digital sources for information.

Content marketing for financial advisors focuses on creating and distributing interesting, relevant, and consistent information designed to engage their targeted audience. By sharing valuable information and insights, financial advisors can establish themselves as experts in their field, build trust with potential clients, and ultimately drive the growth of their businesses.

How Content Marketing for Financial Advisors Works

There are several key benefits to this type of financial advisor marketing: 

1. Increased online visibility: By creating high-quality, engaging content, financial advisors can improve their search engine rankings and increase the likelihood of being discovered by potential clients. This increased visibility helps to build brand awareness and drive traffic to their websites.

2. Establishing authority and expertise: By sharing knowledge and insights on a regular basis, financial advisors can demonstrate their expertise in particular fields. This helps to establish credibility and trust with potential clients who are seeking guidance from a knowledgeable professional.

3. Building relationships with clients: Content marketing enables financial advisors to engage with their audience on a deeper level. By providing valuable information and insights, they can foster relationships with potential clients, turning them from casual readers into loyal clients for their services.

4. Cost-effective marketing: Content marketing is often more cost effective than traditional marketing methods, such as print ads or direct mail. By focusing on creating high-quality content that resonates with their target audience, financial advisors can achieve significant results with a smaller budget.

Strategies Financial Advisors Use In Their Content Marketing

To make the most of content marketing, financial advisors should implement the following strategies:

1. Develop a content marketing plan: A well-defined plan is crucial for success in content marketing. Financial advisors should begin by identifying their target audience and outlining their content marketing goals. They should then create a content calendar, detailing the topics they will cover, the formats they will use, and the frequency with which they will publish content.
2. Create high-quality, valuable content: To attract and retain readers, financial advisors must create content that is genuinely valuable and informative. This means sharing insights, tips, and actionable advice that their target audiences can apply in their own lives. Financial advisors should also strive to make their content engaging and easy to understand, avoiding jargon and complex language.
3. Utilize omnichannel formats: While written content, such as blog posts and articles, is often the cornerstone of content marketing, financial advisors should also consider other formats, such as videos, podcasts, and infographics. These formats can help to broaden their reach and appeal to different segments of their target audience.
4. Optimize content for search engines: To maximize their online visibility, all of their content should be optimized for Google and the other major search engines. For example, the search engines want original content (no library content), content is 1,000 words or longer, content that is tied to pillar pages, and content good enough that investors open and read it. 

What are some best practices for financial advisor blog articles?

Back in the day, when investors still read newspapers, what articles attracted their attention? One answer was attention-getting headlines that caused investors to stop scanning and read the articles. The same is true for financial advisor blog articles. Investors respond to titles that grab their attention so they stop surfing and read the articles.

Another best practice is writing blog articles that address the financial pain points of your ideal types of clients. For example, what is a frequent financial fear that is experienced by investors who are recently retired? Perhaps it is the fear of running out of money late in life when they need it the most. An article that addresses this fear could produce a large number of readers who recommend it to friends, family, and associates.

A critical factor is to optimize the content for the search engines. If financial advisors don’t do this their content will never see the light of day. Their articles will be buried so deep that investors will never be able to find them. This is tougher than it may sound because there are only ten opportunities to publish organic articles on page one. And, a lot of firms are competing for this space in the major search engines.

There is also an old story that is a frame of reference for the next best practice. Let’s say you have the opportunity to play in a poker game. You have a small amount of knowledge and the other players are all professionals. Are you better off playing yourself or hiring a professional to play for you? The right solution would be to hire a professional to play for you. This strategy would at least level the playing field so you have an equal chance of winning.

The same is true when you consider who will do the digital marketing work for you. You could hire a team of digital marketing experts at Paladin. They will play in this competitive game for you.