You’ve seen other advisors create and succeed, but you’re still hesitant to pull the trigger and go all in.
You’re scared that you won’t get any engagement.
You’re afraid to invest time into something that has no clear ROI.
I get it. I’ve gone through all of those thoughts, many times.
But creating content will make you a better advisor and will help you work with better clients.
Here’s why (and how):
You find what resonates
When you create content and post on social media, you get immediate feedback. Remember when the primary form of ads were print, TV, and radio? How could you get feedback from a radio ad? You couldn’t.
But with content and social media, you get direct access to your following and they can provide instant feedback in the form of comments, likes, shares, etc.
When a piece of content performs well, you then know that that topic or style of content resonated, so you can then double down on what’s working to continue growing and building brand.
It also helps you understand your ideal client’s pain points. If you write a blog about trusts and someone asks a follow up question off of it, you can create another piece of content addressing the question. If one person has the question, others do too.
Use your following as a content idea generator by consistently creating content and putting it in front of them.
You refine your messaging
The definition of insanity is doing the same thing over and over and expecting different results.
If your content isn’t getting the engagement you’d like, you can’t keep doing the same thing. And chances are, if it’s not getting engagement, you haven’t found audience/content fit.
Your messaging is lacking context and falling flat, the topics aren’t relevant, you don’t have a clear CTA, you don’t have a value prop, you’re using canned content - there are unlimited reasons why you're content may not be working but it's your job as a marketer to resolve the problem and build a successful inbound lead flow.
By getting started with intentional messaging and defining your audience, you can slowly refine and evolve your messaging over time to reach the point of marketing where “what you do” is perfectly paired with “what you’re saying”.
You retain information
This has been one of the biggest hidden benefits for me.
I launched my firm without being a financial planner prior, so I had a lot to learn. I leaned on content writing as my main marketing strategy and to my surprise, I learned about complex topics faster than ever simply by writing about them.
I’m not the greatest writer in the world, but it pains me to put out something that I don’t believe is “good” (which is subjective).
I was also terrified of writing something that wasn’t 100% accurate, so I did deep research on everything I was writing about that was unfamiliar to me. That forced me to do two things:
- Get knowledge on topics that I didn’t already have
- Figure out how to communicate those learnings in an easy-to-understand manner
At the end of the day, your job is to simplify the complex and breed confidence into client’s minds around their money. There’s no better way to do that than to refine your own thoughts and beliefs over time through creating content (for me, this came in the form of writing).
You get free marketing and brand building
Creating content serves so many purposes.
If it’s done well it can be informative and educational.
If it’s done really well, it can lead to new business.
If it’s done strategically and with intention, it can build a bullet-proof brand.
By creating content and posting it online, you’re getting free distribution and opening yourself up to the chance that anyone with an internet connection finds your content (and your business). I don’t know about you, but I need about .0000001% of people who have internet to become a client to be successful.
If you define your minimum viable client base, you can begin creating content that resonates, strategically placing your content in places where your ideal client lives, and positioning yourself as the trusted guide that has the answers they need.