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Public relations executive Abbey Minogue has had remarkable success advising financial firms on content marketing strategies to support their growth. As appetite for content grows, she says, practices that ignore these tools will fall behind.

Abbey Minogue, account executive at public relations consultancy Capital Outcomes, believes content marketing is a reliable and effective way to connect authentically with audiences. For financial services firms, in particular, the right content delivered in an effective way can be the difference between a successful and unsuccessful campaign.  

Speaking to The Inside Adviser, Minogue says 70 per cent of users feel closer to a firm when they are actively engaged via content marketing, while 82 per cent have a more positive impression after consuming custom content.

“Thinking both strategically and tactically increases the chances of converting leads into prospects, and prospects into paying clients,” Minogue says. “This is established by creating a relationship built on demonstrated expertise and trust that solves their problems, answers their questions and delivers value through intentional content.”

Yet creating content is just the  beginning . For financial planners in particular, the biggest challenge is creating content that resonates with the intended audience, beyond only  promoting services.

What content marketing encompasses?

While written articles (such as opinion pieces and longer-form educational content) are common in this sector, a comprehensive content marketing strategy for financial planners includes much more and utilises several channels, according to Minogue.  

Ensuring a mix of content that aligns with the strengths and preferences of the target audience should be key. For instance, if speaking is a strength, creating a podcast or video series might be more engaging for clients than writing articles.

Examples of content type include:

• Personal stories: Sharing why you apart of the business and showcasing your personality.
• Written articles: Detailing personal finance and educational concepts.
• eDMs: Direct communication to reiterate your key messages and value proposition direct to your audience’s inbox.
• Podcasts or short videos: Engaging with listeners by answering common financial solution questions.

The content marketing funnel has three stages, she explains: education, solution and selection. The prospect realises they have a need in the first, researches which products or services they need in the second and chooses which solution to adopt in the third. 

Minogue illustrates this with an example: a potential client might watch a video about the steps to prepare your investment portfolio for retirement (education), visit a website for more information (solution) and eventually book a consultation (selection).

Applying this to a practice focused on retirees, it’s essential to ensure that content guides prospects smoothly through each stage. Beginning with educational written content, Minogue advises, followed by detailed guides or webinars and then offer a free consultation to move the potential client towards a decision.

Identifying your ideal client

If a financial services professional tries to cater to everyone, it’s more than likely they will appeal to no one. The key is to identify the ideal client, whether they are socially conscious investors, high-net-worth individuals or emerging wealth holders. Understanding their problems and goals is imperative to developing content that attracts and captures their attention.

For a practice focused on retirees, it means clearly defining the intended niche. The content should address specific needs and pain points of retirees, such as retirement planning, managing retirement funds, securing a stable financial future and the transfer of wealth.

Effective publishing and promotion

There’s no point having a message to communicate if it’s not reaching the correct audience through the channel they are spending the most time on.  

Younger audiences might use Instagram, while those nearing or in retirement are often active on Facebook and YouTube. Making a favourable and memorable impression quickly is crucial, so sharing personal stories can be very effective.

To execute this, researching where the target audience spends their time online and focusing efforts on those platforms is necessary. Consistent posting and engagement are key to building a recognisable brand.

Best practices for content marketing

Minogue believes there are a few key practices for maintaining a successful content marketing strategy, including the below:

• Have a clear point of view: Stand out by having a unique perspective.
• Present unique solutions: Impress prospects with innovative solutions.
• Maintain consistency: Ensure all content is cohesive and regularly updated.
• Create a content calendar: Plan what and when to publish.
• Share on social media: Use platforms that the target market frequents.

Incorporate these tips, develop a content calendar to stay organised and ensure consistency, she says. Regularly updating content keeps it relevant and engaging.

Not everyone excels at crafting compelling messages. Partnering with a public relations firm such as Capital Outcomes, which specialises in financial adviser marketing, can be beneficial.

Advisers don’t have to handle it all themselves, but knowing the essentials of content marketing is a good starting point.