It can be hard to get noticed as an independent financial advisor. You’re competing against prominent brand-name firms with substantial marketing budgets. 

The good news is there’s a great strategy that can help level the playing field – it’s called content marketing. 

What is content marketing for financial advisors?

Content marketing is all about creating and distributing online content to a targeted audience. It can take many forms – from articles to eBooks to videos. 

Anyone can make original content – and it’s not highly expensive like a marketing campaign is. Once you’ve published your content, search engines (like Bing and Google) will “read” your site looking for keywords and decide how to rank it. 

A change from outbound marketing to inbound

The financial industry has traditionally focused on outbound marketing – reaching out to potential clients via mail or phone or running large advertising campaigns. Since this is expensive, large firms had a significant advantage.

But with content marketing, the focus is now on inbound marketing. Instead of trying to appeal to everyone randomly, you focus on creating content that attracts the specific type of customer you want. 

How can I make my content marketing more effective? 

Your goal with content marketing is to get highly ranked on search engines. A financial content firm can help design your content to appeal to search engines.

But before you start, you need a good website that’s capable of converting traffic to leads – and hopefully into clients. Check that your website:

  • Looks visually polished

  • Has copywriting that helps your firm stand out

  • Is easy to navigate and easy to understand

  • Contains a lead magnet, like a free eBook

How do I get started with content marketing?

Most people get started with content marketing by blogging. Writing high-quality blog posts is the best way to drive traffic to your site.  These are the main steps to follow:

  1. Research the keywords you want to rank for.

  2. Come up with topics that use those keywords and will appeal to your prospective clients.

  3. Write your blogs in a conversational, casual tone.

  4. Focus on educating your website visitors and avoid sales pitches! Your goal should be to provide advice and value.

Content Marketing Success Can Be Hard Work – But It’s Worth It

Success won’t come overnight, but you will eventually draw an audience if you keep putting out high-quality content. If you’re looking for help on which keywords to use or how to make your content SEO-friendly, we can help! 

Reach out to us to learn more.