Is content the missing piece of your marketing puzzle?

When it comes to finding information, our first port of call is generally the internet. We spend approximately 7.2 hours a week researching information online and that may come in the form of an article or blog, video, social media or simply doing a Google searchⁱ.

Your clients will not be any different when it comes to searching for information regarding their finances – for example – information regarding superannuation changes. To make it easy for you and your clients, having a hub of content on your website is a great start, and builds your profile as a subject matter expert.

What is content marketing?

It’s important to note that content marketing is different from advertising. When you advertise, you’re either promoting a brand, selling a particular product, or doing both. Content marketing means you are sharing information that is relevant to your audience.

Developing content

Developing a content marketing strategy for your business can be difficult, especially if you’re not familiar with the principles of marketing, but it doesn’t have to be.

Firstly, you should ask yourself these questions:

Who is my target audience?
How will I develop engaging content?
Do I have the skills or resources to do this on a regular basis?
Should I outsource this to someone who has experience?

There are many other considerations, however, these are the most important questions to ask yourself at the beginning of this process.

What are the benefits of content marketing?

By producing high-quality content, your business may benefit by:

Building your brand and creating awareness
Developing trust with the audience
Educating and informing your clients
Growing your audience and potentially reaching new clients
Generate leads for your business
Adding value to your existing customers

Your content should be engaging, factual, easy to read, and most of all – interesting! Effective content connects your audience with information that is valuable to them. Particularly for your existing client base as they will generally see this as an added value, especially if they are paying a fee for your services.

How often should I publish content?

This is totally your decision, although most content marketing experts will recommend whatever you decide – whether it’s monthly, fortnightly, or weekly – you must ensure to continue to do it regularly to keep your audience engaged. Consistency is key.

Another significant factor here is to understand that this is a long-term strategy. You mustn’t post content each week for two months then pause and not post anything for another six months. You won’t be doing yourself or your brand any favours. If your audience sees that you’re refreshing your content regularly, your brand will be top of mind when they’re searching for information relating to your services.

How we can help

At Advant, we specialise in creating informative content for financial advisers, mortgage brokers, and accountants. We take the complexity out of marketing to help you stay connected to your clients and look your best online. Our library of content is updated regularly, and you can share this with your clients through social, email, or on your website.

By employing a few of these strategies, your business could win in a big way.

i https://www.forbes.com/sites/johnbbrandon/2020/11/17/new-survey-says-were-spending-7-hours-per-day-consuming-online-media/?sh=701c1a016b46