7 Tips forContent

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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 SIMPLETIPS FOR DEVELOPINGYOUR CONTENTMARKETING STRATEGY :

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

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

Your content should reflectyour skills and knowledge,

with consistency. You don’tknow what might trigger a

reader to call you for anappointment, so discuss a

variety of topics withcompetency and meaning.

Even if a topic isn’t relevantto one type of consumer, the

fact that you write about ittruthfully and can relate it tothose consumers for which it

does matter, demonstratesthe breadth of your

knowledge.

DEMONSTRATE EXPERTISE AND EXPERIENCE

Obviously you want topresent content that isprofessional and compliancefriendly. But within theseguidelines there is a way towrite in your voice.Personality goes a long wayto making complicatedtopics go down smooth.People relate to you more,because you are not just arobot churning out boringcopy, but rather a humanbeing composing relatablecontent.

DON ’T BE AFRAID OF PERSONALITY

Obviously you want to present content thatis professional and compliance friendly. Butwithin these guidelines there is a way towrite in your voice. Personality goes a longway to making complicated topics go downsmooth. People relate to you more, becauseyou are not just a robot churning out boringcopy, but rather a human being composingrelatable content.

USE CLEAR PHOTOS AND BRANDING

So you’ve been using a content marketingstrategy for a while, getting engagements

such as likes or comments. Your instinct isprobably 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 engagingpeople through your content marketingchannels is knowing when you cross the

line from business to personal. WithFacebook and Twitter, you generally

shouldn’t send an inbox message to aconsumer that responds to a public post.

In LinkedIn, it may be appropriate. Thedifference is that LinkedIn is primarily

used for building business relations, whileFacebook and Twitter have large user

bases that are personal. Engageconsumers where they engage you and besatisfied that people are responding to the

content you are putting out.

DON ’T BE TOO AGGRESSIVE WITH THOSE THATENGAGE WITH YOUR CONTENT

Content marketing won’t likely give youimmediate results. It takes time to build andmaintain an audience. This can be veryfrustrating for advisors because it may seem likeyour efforts aren’t being rewarded. Understandthat using content to promote yourself will takea while to pay off. But the benefits are there. Younever know what will inspire a consumer to callyou. With constant, fresh content, you arehelping your SEO appearance.

MANAGE YOUR EXPECTATIONS

Legacy Financial Partners is an independentand full service Life Insurance and Annuity FMOthat provides specific marketing solutions tohelp their clients succeed. Using dynamictactics, an extensive support network andprogressive marketing options, Legacy FinancialPartners provides unique and specificdevelopment strategies to our businesspartners.