In the financial industry, content is still king

Whether you’re a financial planner, registered investment advisor, or other financial professional, you are constantly working hard for your clients. But, it can be hard to stand out from the thousands of other certified professionals providing similar services.

So, how do you differentiate yourself from others in your industry and generate business growth? One way is through the use of content to engage new audiences and drive business growth.

The benefits of content

Providing your customers with value-added content has several benefits:

• Building trust – Besides money, trust is your most important currency. Building trust in your relationships will keep your customers at ease, no matter what’s happening in the market. Releasing regular content is a great way to maintain that trust and build stronger relationships.
• Establish thought leadership – Your customers want to know that you are a financial expert in all areas of the economy and how geopolitical events could affect their portfolio. By providing them with accurate insights and research, you can do just that.
• Empower your audience – While your clients may trust you with their assets, they likely also want to feel empowered to make financial decisions for themselves. And while you may discuss individual situations with some clients, educational content can be a great resource for your entire client base, especially as it relates to new
• Build new audiences – Content is one of the best ways to grow your audience and attract new potential customers to your business.

Content production

When it comes time to produce content, make sure it’s:

• High-quality – This might seem obvious, but your content should not only be insightful and articulate, but also easy to digest for your audience.
• Relevant – Individuals probably don’t care much about increases in the corporate tax rate, while SMBs won’t be as concerned with mortgage rate changes. Make sure the content you produce is relevant to your intended audience.
• Timely – The financial landscape changes quickly, which means that if you have an insight or piece of content that you think would provide value to your customers, it needs to be produced quickly so that it doesn’t quickly become irrelevant. Alternatively, consider content that is evergreen, meaning, it remains relevant in any situation.

Don’t be afraid of telling your story or getting your voice out there. Content is a great way to attract new business, retain customers, and grow your audience.