In the context of financial advisor marketing, how many times have you been told that “content is king”?
I often hear this from marketers and consultants who want advisors to purchase their content. But is it true? Is content really king?
The simple answer is no. In truth, there’s only one type of content that can rightly claim the crown:
Attention-grabbing, original content that generates high levels of engagement.
This doesn’t mean other types of content are bad. It just means they can’t claim the top spot in the content kingdom. Let’s review each type of advisor marketing content in order of best to worst.
1. The Best Kind: Original Content
There is no substitute for original content. This type of content is far and above all others because it is unique and no one can duplicate it without permission. Owning a healthy amount of original content is vital for advisors because it is the best way to showcase unique strengths, abilities, differentiators and personalities. It is also the best way to clearly position how the advisor or firm can fill those needs.
The most important place for original content is on a website. A client should never visit their advisor’s website and see the same content as a competing firm. Never.
The only drawback to original content is that it takes time, energy and money to get right. There is a ton of weak original content out there! So if you’re not a content strategist, writer, designer and videographer, you need to partner with talented people who can produce quality original content for you.
2. The Good Kind: Exclusively Licensed Content
If you can’t afford original content or don’t have the time or patience to produce it, exclusively licensed content is the next best thing. This type of content gives advisors most of the benefits of original content but at a much lower cost.