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How Financial Advisors Can Create Great Content

Written by: Leonard Parker | Uncategorized | 02nd July

Why Great Content Matters for Financial Advisors

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.


Read more: Why Content Marketing is Important for Financial Advisors - New North


The Right Content for Financial Advisors

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 advisors 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.


How Do Financial Advisors Create Content that Performs Well in Google?

Here are a few ways to make those picky Google robots salivate over your content:


Be Unique at All Costs

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?”


A Tested Framework You Can Use to Create Great Content for Your Financial Advisory Firm



Use Unique Data


financial advisors can create great content digital marketing for financial advisors advisor websitesCreating 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.


Challenge Industry Norms in Financial Services

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.


Analyze Your Niche Within Financial Services

Which “best practices” or “norms” can you challenge? financial advisors can create great content digital marketing for financial advisors michael kitces nerds eye view

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.

Listen to the podcast 5 Steps to Creating Great Content here.


Key Takeaways on How Financial Advisors Can Create Great Content

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.


Be sure to check out these articles, too:

How to Get More Clients as a Financial Advisor - Prosperity Economic Advisors

How Financial Services Companies Use Content to Put Customers First - NewsCred Insights