Advisors, especially older ones, often struggle with making heads or tails of content marketing. With so many platforms and channels, each with their own style of engagement, it can seem daunting. While there can be advanced technical strategies, the core of content marketing is pretty simple. Used in an efficient manner, content marketing can be a valuable strategy that doesn’t take too much of your time to maintain.

1. 7 Tips for
Content
Marketing
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2. Advisors, especially older ones, often
struggle with making heads or tails of
content marketing. With so many platforms
and channels, each with their own style of
engagement, it can seem daunting.
While there can be advanced technical
strategies, the core of content marketing is
pretty simple. Used in an efficient manner,
content marketing can be a valuable strategy
that doesn’t take too much of your time to
maintain.
INTRODUCTION
HERE ARE SEVEN SIMPLE
TIPS FOR DEVELOPING
YOUR CONTENT
MARKETING STRATEGY:

3. One of the key ways advisors fail with
content marketing is consistency. It will
generally be better to have regular
posts spread over a larger time period
than a short burst of content. Advisors
that do the latter often find that they
don’t have enough topics or material to
maintain a consistent flow. If you wait
to be inspired, you’ll find that you won’t
be able to engage with your audience
regularly. This can kill any momentum
with the audience you have built or
prevent your audience from growing
further.
BE CONSISTENT

4. Your content can be a simple update, a short summary of a relevant
article, an in-depth piece explaining a solution, or a list of things your
audience needs to know. While having a few standard styles can be
helpful to plan your content strategy and let consumers know what to
expect, mixing in posts that are shorter, longer, or composed in a
different style, helps to ration your content. It also may help to reach a
wider variety of consumers—those that like longer articles, those that
like lists, or those that like short status updates, etc.

5. Your content should reflect
your skills and knowledge,
with consistency. You don’t
know what might trigger a
reader to call you for an
appointment, so discuss a
variety of topics with
competency and meaning.
Even if a topic isn’t relevant
to one type of consumer, the
fact that you write about it
truthfully and can relate it to
those consumers for which it
does matter, demonstrates
the breadth of your
knowledge.
DEMONSTRATE EXPERTISE AND EXPERIENCE

6. Obviously you want to
present content that is
professional and compliance
friendly. But within these
guidelines there is a way to
write in your voice.
Personality goes a long way
to making complicated
topics go down smooth.
People relate to you more,
because you are not just a
robot churning out boring
copy, but rather a human
being composing relatable
content.
DON’ T BE AFRAID OF PERSONALITY

7. Obviously you want to present content that
is professional and compliance friendly. But
within these guidelines there is a way to
write in your voice. Personality goes a long
way to making complicated topics go down
smooth. People relate to you more, because
you are not just a robot churning out boring
copy, but rather a human being composing
relatable content.
USE CLEAR PHOTOS AND BRANDING

8. So you’ve been using a content marketing
strategy for a while, getting engagements
such as likes or comments. Your instinct is
probably to turn these consumers into
clients. This is, after all, the ultimate goal.
But being too aggressive can turn off a
consumer. The difficulty with engaging
people through your content marketing
channels is knowing when you cross the
line from business to personal. With
Facebook and Twitter, you generally
shouldn’t send an inbox message to a
consumer that responds to a public post.
In LinkedIn, it may be appropriate. The
difference is that LinkedIn is primarily
used for building business relations, while
Facebook and Twitter have large user
bases that are personal. Engage
consumers where they engage you and be
satisfied that people are responding to the
content you are putting out.
DON’ T BE TOO AGGRESSIVE WITH THOSE THAT
ENGAGE WITH YOUR CONTENT

9. Content marketing won’t likely give you
immediate results. It takes time to build and
maintain an audience. This can be very
frustrating for advisors because it may seem like
your efforts aren’t being rewarded. Understand
that using content to promote yourself will take
a while to pay off. But the benefits are there. You
never know what will inspire a consumer to call
you. With constant, fresh content, you are
helping your SEO appearance.
MANAGE YOUR EXPECTATIONS

10. Legacy Financial Partners is an independent
and full service Life Insurance and Annuity FMO
that provides specific marketing solutions to
help their clients succeed. Using dynamic
tactics, an extensive support network and
progressive marketing options, Legacy Financial
Partners provides unique and specific
development strategies to our business
partners.