For financial advisors, great content demonstrates expertise and increases website traffic.
What you write on your website and newsletters will either engage and attract your ideal prospective clients or make them want to find someone else.
The topics you discuss can determine whether a prospect will entrusting his or her financial matters with your firm.
The right content is critical to creating trust, influence, and creating new business opportunities. Yet, so many advisors lack the time, ability and/or resources to pull it off and achieve the results they expect.
The most obvious obstacle impacting financial advisor's struggle with content creation is that they don’t have a process.
Advisors need a process to be better at producing expert financial content.
A well-thought-out process can help you on your journey to become a financial influencer and generate more prospective leads.
Here are a few ways to make those picky Google robots salivate over your content:
Creating content that is unlike all others is the #1 way to win over Google’s heart. The first step to creating unique content is to analyze your competitors. Go to Google and enter a keyword you want to rank for or a phrase that you expect prospective clients to use to find you. Now all you need to do is ask one question:
"How can I create something that is DIFFERENT than what is ranking?”
Creating your own unique data is the best way to differentiate your content. Anyone can write “how to” guides. Your data doesn’t even need to be real. It can be hypothetical data and still have an impact.
Your Winning Ticket: Use data if you want to differentiate your content from your competitors and dominate long-term.
The only way you can “challenge” industry norms is by living and breathing your industry. This should be second nature for you and your team. You don’t have to take a hardline approach. You can be objective and argue for both sides. But in the end, you need to give your reader a clear opinion of your own.
Which “best practices” or “norms” can you challenge? Give unique solutions. Good content solves problems and offers solutions. If you use unique data and challenge industry norms, then you need to offer a solution. Learn more about creating great content and ranking your firm’s site in Google here.
Financial advisors should invest even more in creating great content to grow their book of clients. Create targeted, relevant content in the form of articles, infographics, videos, webinars, and podcasts.
Deliver the right message to the right person at the right time. You can gauge the right message and right time with a proper email marketing strategy.
By following these tips, you will have the ability to uniquely stand out to those you’re meant to help.
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