What You Need to Know
- Content marketing generates three times as many leads as traditional marketing at less than half the cost.
- Since most Americans are anxious about their finances, financial wellness is a good topic for marketing content.
- Engaging busy clients digitally is efficient for you as well as them, in terms of both cost and time.
Content marketing isn’t just the wave of the future — it is the wave of the present. Many people ignore direct mail and use internet ad blockers, making it more and more difficult to reach your target audience. But content marketing can change all that.
What Is Content Marketing?
Content marketing is using interactive and educational information to target a specific audience. This goes beyond simply having a blog on your website. A solid content marketing strategy includes articles, infographics, webinars, interactive tools and social media.
This may sound overwhelming, which is one reason that 62% of companies outsource their content marketing. But the benefits are undeniable. Content marketing generates three times as many leads as traditional marketing at less than half the cost.
Using Content Marketing as an Advisor
What content should you provide as a financial advisor? Simple commentaries are not enough to keep your clients engaged.
Fifty-three percent of Americans say thinking about their finances makes them anxious. This makes financial wellness a ripe topic for marketing content. Nearly every American could benefit from more financial education.
What is the best way to deliver this financial guidance? A recent employee survey from Enrich and Wellable shows that many people prefer to receive this information through digital content, as opposed to individual in-person sessions, at a rate of 2 to 1.
Integrating your practice with an onli1ne financial wellness platform would be more efficient than any other type of advertising in terms of both time and cost.
Here are five ways using financial wellness in your content marketing could help grow your business:
1. Increase your engagement.
Many advisory clients barely interact with their advisor. Often, this is by choice. Busy people do not want to be inundated with updates about their investments.
But it is important to stay relevant to your clients. By creating content for them to explore on their own, an advisor can engage more with their clients without bothering them with unsolicited calls or emails. And the automated platform engages the client for you, giving you more time for investing.