Effective content marketing for your firm

  • To understand what content marketing is.
  • To learn how it can help your firm.
  • To gain an understanding of how to implement this in your firm.

That way you know you are more likely to get into the habit of producing a steady stream of content. As Pete Matthew says: “Inconsistency is one of the biggest mistakes advisers make. They start off writing a blog every week, which then drops to every other week, to every six weeks. But the internet demands consistency.”

What should I write or talk about?

There is no point in creating content that your audience is not going to engage with. So you need to find out which topics interest your clients and which questions they want answered.

You may already have a raft of emails with customer queries you can turn to, but social media has never made it easier to get insight from your customers. You can either directly ask your clients which content would be useful or use tools such as Hootsuite for ‘social listening’ so that you can see which topics they are already discussing.

The prospect of creating content on a regular basis can be daunting. But it’s easy to underestimate the amount of material that you have already produced in the past.

Material produced for traditional marketing campaigns, staff presentations or pitches for new business can all be repurposed, updated, condensed or spread out over a series of blogs – as long as it is relevant and engaging to your target audience. 

Evergreen content vs newsworthy pieces

As the name suggests, evergreen content that will be of interest to readers long after it was written. It may occasionally need updating and tweaking but the core premise and content will remain relevant for years. A typical title might be: Should I use the company pension scheme or set up a personal pension?

Newsworthy content will be more topical, but will have a shorter shelf life. You will probably see a spike in traffic when the blog is posted, but the numbers will dwindle over time. A piece that discusses how changes in the Budget or Autumn Statement will affect your clients is a typical example.

Mr Bamford says: “Every single day there are five to ten big headlines we could give an opinion on and put our experience to, so there is never a lack of content to base our own content on.”

Distributing your content

Regardless of whether you are producing blogs, podcasts or videos, you need to make sure that your clients are aware of your content. Social media, whether that is Facebook LinkedIn or Twitter, is the most obvious option for spreading the word, but you should not underestimate good old-fashioned email.