How content marketing builds credibility for investment advisors

Investors today have so many choices when it comes to searching for an advisory firm.  From print, to broadcast, to the Internet and social media, searching for an advisory firm is as easy as calling up Google. But, that doesn’t mean that selecting the right firm is easy. So, how can you make it easier for investors to find you?Content Marketing

One approach gaining for interest among advisors and business professionals in every industry is using content marketing as a way to showcase and promote one’s expertise. In fact, according to a 2013 survey, an average of 54 percent of B2B marketers in North America intend to increase their content marketing budget within the next 12 months.

Geraldine Leder, president of LederMark Communications, shares her insights on how investment advisors can enhance their reputation through content marketing.

Q: What is content marketing? 

A: Content marketing involves the creation and distribution of authoritative articles, white papers and other posts that are well-researched and deliver value to a certain type of reader. It works like this: professionals develop particular areas of expertise over the course of their careers. They write factual content in areas they know, in anticipation of attracting interested prospects who will eventually become long-term clients. Through content marketing, they can draw followers who value their content and make judgments about their expertise.

Q: What are the benefits of this kind of marketing?

A: Through articles and other content you craft, you tend to attract people who are interested in those topics. Once you position yourself as an expert, we often say, you attract more of what you want and less of what you don’t.  You can convey tremendous credibility by writing about the topics that interest you professionally.

Q: How can a financial firm master the art of content marketing without pitching their services?

A: Write articles that are fact-driven and scrutinize your copy to avoid the hint of a pitch. I think the key is to focus on topics that interest the reader without using the word “we” too much. By focusing on what the reader wants you end up answering their questions and responding to their needs- without a sales pitch. Your articles and blogs will be viewed as useful guides to the topics your readers care about. The key is to take the ego out of it and watch the pronouns “I” and “we”.

Q: How does a content strategy differ from other ways to develop new business?

A: People who create valuable content and are published authors gain credibility over time. They gain followers and are considered to be more credible, knowledgeable and established if their content is intriguing and useful. That’s why professionals are increasing their use of content in their mix of marketing strategies, particularly in an area like financial services where there really is an extensive body of knowledge and an array of topics to write about.

Q: Would you say content marketing is a long- or short-term marketing strategy? Why?

A: No doubt about it, content marketing is a long-term strategy. Many of the people who read your content might not be looking for advice that day. Over a period of time, if they find your articles substantive and insightful, they will add you to their “must-read” columns and begin to follow you. In fact, some people feel as if they know you when they have read your articles over a period of time.


By: Mae Tunney, marketing intern at LederMark Communications

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