Content Marketing in the digital age for wealth management companies and financial planners offers many new opportunities, but it also requires the adoption of new tactics and technologies that have become indispensable. Perhaps the most important of these opportunities is content marketing.

Content marketing is no substitute for the power of word of mouth and referrals. It shouldn’t be seen as an alternative, but as a whole new channel that opens the top of your lead funnel, builds awareness, and, when implemented correctly, can deepen the critical relationships that drive your business.

In this article, we’ll discuss the core technologies you need, content strategy, and some digital sales tactics that can make a modern wealth management content marketing program a success.

Content Marketing Technical Basis Your Website:

You need a modern website. It should have a clean, stately design that reflects the exquisite branding your company has worked hard to build. The website should contain a content area, perhaps a blog, where regular updates can be posted. Here you can prove that your employees are pioneers in space travel. Read more about the content strategy a little later.

The website should feature an easy-to-use contact form, links to your social media presence (you’re on social media, right?), And evergreen content that builds trust like your company’s history, your areas of expertise, and yours. CVs – with pictures – of your CEOs. If you are involved in community activities that reveal the heart of your organization, it’s a good idea to show it on your website as well.

Email Newsletter Website:

Once you have a website that you are proud of, a first step should be to implement an email newsletter. There are a variety of inexpensive email newsletter services that can offer user-friendly options. A Google search for “email newsletter services” shows how many options are available.

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• An email newsletter doesn’t have to be a tall order for your team.
• It can be as simple as some content to be emailed.
• And since you’ve decided to invest in content marketing, you should have new content for the newsletter.
• Each newsletter should always offer opportunities to connect with your employees.

The purpose of the newsletter is to maintain the relationship with your customers and potential customers. You want to add value to your readers with your newsletter content, but don’t underestimate the value of having a consistent presence in your target audience’s inbox, even if they don’t click as much as you’d like. As long as you provide your readers with consistent and relevant information, cancellations should stay small. A monthly newsletter is a good start.

Quick Tip:

Resist the urge to send bomb emails to your users. Even if it looks like you’re making money, you shouldn’t be a hassle. You are a trusted business consultant. Let the frequency of your email communications reflect this.

Advanced: Marketing automation explained.

If you’re new to marketing automation, you might want to save yourself the trouble until you learn the basics. In short, marketing automation tools enable you to set up viable, data-driven email programs to send strategic and dynamic messages to the people in your database.

Financially Ready For Retirement Example:

You are creating an e-book titled “Business Owner: Are You Financially Ready for Retirement?” Anyone who fills out the form to receive the e-book will be called by your team. Some are interested in interacting with you right now. Others aren’t at that stage yet, so include them in a series of uplifting emails that enlighten them and address common pain points.

Quick Tip:

• Make sure the legal language on your form makes it clear what types of communications they consented to in exchange for access to your eBook.
• The goal of these flows is to guide the user through the customer journey.
• Flows can be simple or complex depending on your resources. For example, you might want to set a 2-week cadence for each email, but send the stream faster to users who are aggressively interacting with your content.
• Typically, a rating system is applied to the user as they interact with your stream, and once a user reaches a predefined rating threshold, your sales team calls them.
• There is no one-size-fits-all approach here. It takes some trial and error and careful monitoring of metrics to understand what triggers your audience and can be managed by your team for instance.

You may decide that marketing automation will be a phase 2 or phase 3 approach, maybe even after adding additional marketers or vendors. However, it’s not a bad idea to ask about automation options when reviewing your email service.

Create Engaging Content:

You are about to start a content program. Where to start To put it bluntly, it’s not about you. Maybe an intern took some photos and wrote a short blog post about your company picnic at the lake. While it may be a good culture-building day, it won’t bring you any new business.

You need to create relevant and useful content for your audience. Have you considered calling your customers and prospects your target audience? Not a bad idea if not. Another good idea is to look at your content program through the eyes of your audience. Would they find it helpful to read the content you create? Stay with “What’s in it for me?” Get closer from your reader’s point of view.

A few areas to kick start your content plan:

• Information is your target audience looking for What?
• What questions do new business opportunities ask you all the time?
• What kind of questions should they ask but aren’t informed enough to ask them?
• Is happening in the current economic environment that will affect them? Or are you coming in the next 6-12 months?

At The Business Journals, we’ve helped clients publish more than 11,000 pieces of branded content since 2016. We’ve created numerous lead-generating webinars and whitepapers that have resulted in thousands of new business opportunities for wealth management firms and financial advisors. Therefore, this experience has given us a variety of thought leadership best practices to share. Many are available in our e-book How Banking and Financial Practitioners Reach Local B2B Audiences.

• Entrepreneurs are a common goal, especially in wealth management. Here are some of the common content corners we’ve helped our clients create.
• You can divide your prospects into three groups top of funnel, mid funnel, and lower funnel. So ask yourself what information.

“But what if I have different types of customers with different needs?” Once you’ve asked yourself that question, you’re ready to move on with the 301 content strategy! If so, it’s time to create corporate characters and redesign the whole process, but with content tailored for that audience. You may find that you need to create more people.

“Developing the personality of your customers and identifying their challenges and opportunities gives you the power to create relevant content,” said Jeff Sauls, SVP, BizLeads – ACBJ Information Services Group. So, BizLeads is a powerful cloud-base prospecting tool with information and insights on over 30 million private companies in the United States.

Word Of Mouth Widespread Content Marketing:

• Once your website is up and running, you have a plan for your newsletter and you have started creating content, the final and crucial step is getting your content in front of the right people.
• You can try to take advantage of as many earned media opportunities as possible, but the advent of native advertising and branded content has made this an increasingly difficult challenge.
• You should definitely post your content through your social media channels, and you might try to make targeted paid spend in this endeavor. And any exchange opportunity to get your content in front of the audience makes sense.

Ultimately, you’ll likely find that paid content opportunities can be very effective. According to TBJ’s most recent subscriber survey, 58% of corporate newspaper readers said they rate a company higher after reading its thought leadership content. Conveniently, you’ll find that a lot of the top-of-the-funnel content you create for your website can serve as excellent branded content with just a few minor tweaks. Thus, Serious content marketers find as many ways as possible to repurpose content and increase reach.