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Creating a Content Strategy for a Financial Advisor Website

By now, most business owners have realized how important blogging is to improving search rankings, driving up website traffic, and attracting new clients. 

With the right content strategy you can rapidly improve your brand awareness and create opportunities to engage with your target market. Over time and through lots of hard work, you’ll be able to establish yourself as a thought leader and authority figure in your niche. 

But you won’t be able to realize all these benefits just by writing and posting whatever comes to mind or interests you at any given time. You not only need to create new content regularly, but also deliver the type of content that your target audience wants to see.

Identify the Different Personas of Your Audience

Before you think about your next article, you need to put yourself in your ideal clients’ shoes and ask yourself what kind of content they would like to see. But before all that, you need to know who your target audience is first.

Even if you’re dealing with a very niche market, your readers will come from different backgrounds and will have different perspectives. In order to create content that will resonate with your target audience, and properly address their concerns, issues, and pain points, you’ll need to come up with a buyer persona.

Find out some of the basic things that your typical prospects or leads have in common such as age, profession, educational background, household income, and family circumstances. Pick out the largest groups and develop different buyer personas for each of them. 

You also have to consider which phase of the customer journey your personas are currently in. Have they never heard of your brand before? Are they evaluating and comparing you against your competitors? Are they very close to signing up with your firm? You’ll need to have content that addresses each of these personas’ concerns.

Audit and Evaluate Your Existing Content 

List down all the content you’ve published on different platforms whether it’s on your website or on your social media pages. Identify any gaps that need to be filled and find out how well your existing content is performing. 

If you’re not satisfied with its performance, you need to find out how you can improve it. 

      • Does the writing need to be improved? 
      • Does it fully answer people’s questions and concerns? 
      • Is there any outdated information that needs to be updated?
      • How does it compare to your competitor’s content?
      • Are there any content gaps?
      • Are there important keywords you aren’t targeting?
      • Is there any duplicate content that needs to be removed?

Once you answer these questions, you’ll be able to develop a more effective game plan for your new content. 

Plan Out an Editorial Calendar

Writing and content creation takes a lot of time and hard work, so you’ll want to prioritize and address the most important tasks first. This is why auditing your content is so important, because without it, you’ll be going in blind and with no specific direction. 

You can start by addressing the major content gaps first because that’s going to take the most work. At the very least, you need to plan for one or two new blog posts every month. This will allow you to keep your blog page and your social media pages fairly active. 

If people see that you haven’t posted anything new in the last couple of months, they might think that you’ve completely abandoned your online presence or that you’re dealing with major issues in your practice. 

When you’re in between writing tasks, you should set aside time to update any outdated information in your old posts. You can also add new images, graphs, and videos to improve your existing content to make it more engaging to read. 

Diversify Your Content 

In this day and age, a lot of people don’t want to spend much time reading blog posts and boring articles. They expect to be entertained when they’re on their phones and computers, and want to quickly consume your content in a matter of seconds. 

If you go through your existing content, you can probably condense and repurpose a lot of the information you’ve already written down into an infographic or explainer video. You could also compile your content into an ebook or whitepaper for those who want more in-depth information. You might also want to consider creating a video tutorial or hosting a webinar or a podcast.

Promote Your Content

Creating content is really just half of the battle. You also have to set some time aside to promote your content if you want it to get the most exposure possible. If you just post your content on your website, you’re basically hoping that someone will find it after digging through a bunch of search results. 

There are many ways to promote your content, but the easiest is through your social media pages. Whenever you post something new on your blog, make sure you also share it on your Facebook, LinkedIn, and Twitter profiles so that your followers can check it out. You can also promote your content as part of your regular newsletter or mailing list updates.

Pay Attention to Your Traffic Metrics

Whenever you publish new content, you need to actively track its performance. It might take a few weeks or even months before it gets the attention it deserves, but any data you collect is going to be very useful. 

Find out what type of content gets the best results and try to use the same methods in your upcoming posts. Social media is very helpful in this regard because you can immediately see which topics get the most likes and engagement. If something doesn’t produce the results you expected, try to figure out what’s wrong with it and how you can improve it in the future.

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