Whether you are a financial advisor, or an accountant, or an insurance broker, you have a lot in common with other professional service providers – clients that don’t quite understand what you do and need to be educated about how you can help them. That is where content marketing shines.
From the Content Marketing Institute: “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”
You can spend a lot of time and money on other financial marketing efforts and forms of advertising. However, you can also reach your ideal clients without having to “sell” to them at all. By publishing and delivering helpful information that educates prospects and presents you as an expert in your field, your content can convert leads into trusting and loyal customers.
Wherever you would reach your potential clients – social media, emails, your website blog, pay-per-click ads – you have a chance to deliver quality content that answers their questions and makes them more confident in their selection process.
Here are some popular content marketing strategy elements:
This visual form of content can illustrate market trends, data, and statistics by “jazzing up” dry numbers. No worries if you don’t have graphics skills – you can share and post infographics from your industry leaders that your clients might find interesting. Your audience will love the easily digestible visual content without losing the big impact it makes. Here’s an idea for the financial services area: make or use an infographic depicting how much the average individual needs to save for retirement.
Think of the questions you get asked most frequently and record a short video with the answers. Or, was there a long article or a confusing topic that is better boiled down to a conversation? Then film it. Nothing fancy is needed and stay away from video editing treatments that are cliché. You can use your phone (horizontal orientation is preferred to record your personality, and help prospects connect with you as an expert that makes it understandable, all less than two to three minutes. Start with something you are very familiar with and can talk confidently about. Are you passionate about Roth IRA accounts? A quick video explaining how the Roth IRA is different from a traditional IRA account will be a welcome addition to your usual content schedule.
You have bookmarked the 23 links on your industry’s popular sites that you constantly refer your clients to for downloading forms or submitting paperwork, etc. Why not gather all those links and resources into one web page or blog post? Your day will become more efficient by referring people to that one resource page, not to mention you’re now a super helpful expert in your client’s eyes. As an added bonus, when the busy tax season rolls around you have less time to create original content, you can pull from the archive of industry resources you have acquired and write a quick sentiment on how the topic impacts your audience and clients.
Give Your Honest Opinion
Share your experienced review and recommendation of products and services that have come into the market for your industry. If you are an accountant, and some new do-it-yourself software was launched, share your experience with the program, and the “good and bad” that clients should consider. Your audience will appreciate the advice from an expert on the new products available to them, thus further solidifying that you are an expert within the field.
Create a List
Blogs don’t have to be long dissertations. Sharing simple lists can be engaging for leads and clients. Think about adding a number into your title, like: “5 Reasons You Shouldn’t File an Insurance Claim on Your Own.” Keep your points succinct, add a conclusion and you’re done.
When you have a lot of info on one subject, package it into longer-form content such as an eBook or guide that can be downloaded in a pdf. These are usually broken down into sections or chapters, and have a smart design (think headings, colors, images, and a catchy title). You will most likely need to employ the help of a graphic designer, but the leads that come to your resource will be well worth it. If you’re more comfortable with speaking, try making a webinar. This video can be an open discussion with a colleague or a client about any topic that you feel your audience will benefit from.
Case Studies/Success Stories
If you’re good at what you do, you have countless client success stories stored away in your brain. Maybe you helped a business owner save thousands on his taxes by finding previously missed deductions. Put it on paper (or screen) to help you connect with other business owners in their same shoes. Case studies show leads and customers what you do, how you do it well, and how you can help them. After seeing your success with other clients, potential customers will come to you knowing you will give them the best service possible.
You don’t have to employ all of these content forms – find the one, or three, that you are most comfortable with or work best for your industry, and then make it happen! And remember, no matter the form, the more your content answers a question or need of a prospect, the more successful that piece of content will be in pulling leads to your services.
This blog was originally published on April 25, 2016 and updated on April 22, 2021 for accuracy.