Inbound is not the Opposite of Outbound
As we discussed in the first part of our series, Is Content Marketing Important for Financial Services?, content is an excellent way for professionals to connect with both current and prospective clients. It helps build authority and trust, attract leads, and increase conversion rates. However, to enjoy these advantages, you need a solid content marketing strategy. This includes using different types of content to help you reach your audience in a variety of ways. Following are ten types of content you’ll want to consider including in your marketing plan.
1. Blog Posts | Develop and Maintain Your Competitive Edge
When most people think of “content marketing,” blog posts are the first thing that comes to mind. This remains the most popular type of content marketing.
Not only can blogs support every phase of your sales funnel, but they also help improve your website’s search engine optimization (SEO). Each time you publish a new blog post, web crawlers have another page to index. This creates more opportunities for search engines to put your content in front of the right people.
2. Videos | Tedious or Transformative?
While videos are perceived as one of the more difficult types of content to produce, they’re also extremely effective. Video content is a great way to quickly engage an audience. Research also shows that more than half of internet users prefer video over written content.
Video content also offers quite a bit of versatility. Using video, you can create a variety of different content types. This may include commentary, educational pieces, and a behind-the-scenes look that spotlights your firm and your employees. Creating video content allows you to show your current and potential clients a completely different side of your company.
3. Social Media Posts | Be Authentic, Know your Client, Provide Original Content
Social media platforms like Facebook and LinkedIn give you the ability to reach your audience with shorter, attention-grabbing posts. It’s one of the fastest and easiest forms of content you can create. Since these platforms have so many users, they also provide you with access to a huge pool of prospective clients. Unlike other forms of content marketing, social media posts also allow you to engage directly with your audience.
4. Webinars | Why Webinars?
While webinars require time and effort to prepare, they’re one of the best tools for converting prospects into customers. These work best when presented to people who are already familiar with you and what you do. They give you the opportunity to demonstrate your knowledge and skills by providing potential clients a sneak peek into what they can expect if they ultimately decide to hire you.
5. eBooks | A Financial Professionals Guide To Success
An excellent way to show that you’re an expert in your industry, eBooks are long-form pieces of content. They can serve as an in-depth guide that’s useful both for current and prospective clients. eBooks are most effective for prospects who are deep into the consideration phase of the sales funnel and are close to making a decision.
6. Whitepapers | Embracing Innovation for Financial Advisors
While whitepapers and eBooks are similar, they are not the same. They’re both long-form content, but whitepapers are typically more heavily packed with information and data and generally have a more academic tone. They're a key part of the research phase for a large portion of potential customers.
7. Checklists | Check Content off your List
Checklists are a popular option for providing simple, step-by-step instructions or guidance. These are often extremely valuable for clients and prospects who are trying to wade through complex financial situations. For example, you may consider creating a checklist of items an individual needs to take care of after a loved one passes away.
By providing this type of list, you’re creating value and building trust. You're also setting yourself up to be the person the individual calls when they realize they need help.
8. Case Studies | Proof in the Financial Pudding
Case studies allow your prospects to see a real-life customer journey from beginning to end. People generally like stories, which makes this an effective marketing tool. By explaining in detail a problem your client faced and exactly what you did to solve it, you’ll position yourself as a specialist. Often, after reading a well-written case study, a prospect becomes motivated to make a decision or take action.
9. Podcasts | Make them Listen
Ideal for raising brand awareness and reaching a more niche audience, podcasts are a very effective marketing tool for some financial professionals. They also give you an excellent opportunity to showcase your brand’s personality. Creating podcasts allows prospects to get a feel for the real person behind your brand. Since working with a financial professional is such a personal decision, this can help move them along your sales funnel.
10. Infographics | Less is Best
The ability to pack a lot of information into a visual format makes infographics a popular tool for the financial services industry. This is a great way to reach initial prospects and quickly grab an audience’s attention.
To create an impactful infographic, keep it simple. Use strong data points and break it down to present only the most important information. Done correctly, an infographic can raise your brand awareness and authority by providing a significant number of shares and inbound links.
We hope this series helped you better understand the value of content marketing for financial advisors and provided some important first steps for developing an effective content marketing strategy.