Instead of calling it “content marketing,” I like to call it authority marketing because that’s what you will get if you implement these strategies consistently. You will get more recognition for your expertise and establish your authority with your target market.

Content marketing has become an indispensable tool for financial advisors to reach their target audience, establish a strong online presence, and nurture meaningful client relationships.

By harnessing the power of authority marketing, financial advisors can showcase their expertise, provide valuable insights, and position themselves as trusted thought leaders in their target niche. In this article, we’ll explore some of the most effective types of content marketing for financial advisors and outline three key benefits of each.

Blogging

A financial advisor should write a blog for their website for several reasons, as it can greatly benefit their business in the following ways:

1. Establishing Credibility and Expertise: Writing a blog allows a financial advisor to showcase their knowledge, expertise, and experience in the industry. By sharing valuable insights, tips, and advice through blog posts, advisors can demonstrate their competence and establish themselves as credible authorities in their field. This, in turn, instills confidence in potential clients who are seeking reliable financial guidance.
2. Increased Visibility: Well-optimized blog content can improve search engine rankings, making it easier for prospective clients to discover your services. By targeting relevant keywords and addressing common financial concerns, advisors can attract organic traffic and expand their online visibility.
3. Building Trust with Prospective Clients: In the financial industry, trust is paramount. A blog provides an opportunity for a financial advisor to build trust with prospective clients by addressing their concerns, providing educational content, and offering practical solutions to their financial challenges. By consistently delivering high-quality and valuable information, advisors can position themselves as trusted resources, nurturing relationships even before an initial contact is made.

Writing a blog for your website can help your business by positioning you as the “go to expert.” It builds trust with prospective clients, increases website traffic and lead generation, enhances search engine optimization, strengthens client relationships, and showcases differentiation. By consistently providing valuable content through your blog, you’re earning attention and trust—and effectively driving the growth of your business.

Video Content

I admit I don’t feel comfortable recording my own videos. However, according to a video marketing survey conducted by Statista, as of November 2022, 86% of marketers used videos on Facebook for marketing purposes. YouTube was the most popular social media platform among marketers at 90%, and TikTok was used by 35% of those surveyed.[1]

Video has the ability to directly connect your reader to your business in a more powerful way than just words. It adds a human element to your message. Here are three specific benefits to using video in your marketing toolbox:

1. Personal Connection: Video content allows financial advisors to build a personal connection with their audience by conveying emotions, body language, and vocal inflections. This medium humanizes the advisor and fosters trust, making it easier for potential clients to connect on a deeper level.
2. Educational Resources: Complex financial topics can be daunting for many individuals. Video content provides an opportunity for advisors to simplify these concepts through engaging visuals and clear explanations. By offering educational videos, advisors can empower their audience and position themselves as valuable educators.
3. Social Media Reach: Video content is highly shareable and has the potential to go viral. By leveraging platforms like YouTube, LinkedIn, and Facebook, financial advisors can extend their reach beyond their immediate network and capture the attention of a wider audience, leading to increased brand exposure.

Using video content on your website can help build personal connections, demonstrate expertise, simplify complex concepts, expand reach, increase engagement, leverage social media platforms, enhance website engagement, and improve SEO. By incorporating video content, you can effectively communicate your message, engage with your audience on a deeper level, and differentiate yourself in a competitive industry, ultimately driving the growth and success of your business.

Webinars and Podcasts

Webinars

Webinars are definitely still alive and kicking! Podcasts are easier than ever to create. Both can play an important part in authority marketing. According to Hubspot[2]:

• 76% of marketers say that webinars help them reach more leads, 75% say it extends brand reach, 69% say it helps scale marketing efforts, and 49% say that it helps them reach targeted accounts. (ON24)
• A survey from April of 2020 found that webinars had a 61% registration to attendee conversion rate, up from 55% in 2019. (ON24)
• Webinars hosted on a company domain generate 3x more audience participation. 91% of professionals who watch webinars say their next step is to visit a website for more info. If they’re already on your site, you’re increasing the probability of conversion. (BrightTALK)
• Communication webinars have the highest conversion rate (67.05%). (ON24)
• Email is the top promotional channel for webinars. Up to 57% of registrations come from that channel, and the conversion rate is 27% higher. (GoToWebinar, BrightTALK)

Podcasts

And the popularity of podcasts is still growing. In fact, 43% of decision makers say they listen to podcasts for business-related content, according to a MarTech report.[3] And 44% of C-suite executives, VPs and department heads who know about podcasts listen to them, according to LinkedIn. 79% of the US population knows about podcasts. Also, podcast ads drive an aided brand recall rate of 71%, per Nielsen.

That said, developing your own business podcast may be well worth the effort. Here are the benefits of developing these power-packed assets for your business:

1. Thought Leadership: Hosting webinars and podcasts allows financial advisors to delve deeper into specific topics, demonstrate their expertise, and showcase their thought leadership. This format offers an interactive and dynamic way to engage with clients, answer their questions, and establish a reputation as an industry authority.
2. Relationship Building: Webinars and podcasts provide an opportunity for advisors to interact with their audience in real-time, fostering a sense of community and building stronger relationships. By encouraging audience participation, financial advisors can create a dialogue, gain insights, and create a loyal following.
3. Lead Nurturing: Webinars and podcasts are excellent platforms for capturing leads and nurturing existing prospects. By offering valuable content and including clear calls-to-action, advisors can encourage listeners to take the next step in their financial journey, whether it’s scheduling a consultation or signing up for a newsletter.

 

Content marketing has revolutionized the way financial advisors connect with their audience, establish credibility, and grow their businesses. By leveraging blogging, video content, webinars, and podcasts, advisors can effectively showcase their expertise, build trust, and position themselves as thought leaders. Through these channels, advisors can enhance their credibility, expand their reach, and cultivate meaningful relationships with prospective clients. So, take the leap, embrace content marketing, and let your knowledge and expertise shine in the digital realm!

[1] Richardson, Kelly. “Council Post: Video Marketing Trends That You Cannot Ignore in 2023.” Forbes, 27 Mar. 2023, www.forbes.com/sites/theyec/2023/03/24/video-marketing-trends-that-you-cannot-ignore-in-2023/?sh=2f8ee84a5aac.

[2] Needle, Flori. “22 Stats That Make a Case for Using Webinars in Your Marketing Strategy.” HubSpot Blog, 14 Dec. 2021, blog.hubspot.com/marketing/webinar-stats.

[3] Hoffman, Constantine von. “Podcasts Now a Top Channel for B2B Marketing.” MarTech, 9 Nov. 2022, martech.org/podcasts-now-a-top-channel-for-b2b-marketing/.