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By Elizabeth Ritger Outreach

The 5 E’s of Content Marketing

12 minute read
The 5 E’s of Content Marketing Featured Image

If you do any sort of marketing, you’ve probably heard the words content marketing a lot. And for a good reason! Content marketing is incredibly effective- if its done right! There’s tons of suggestions out there and it can be hard to decide which strategies are best for your firm. While content marketing strategies may vary based on your firm’s values and goals, there are some basic guidelines that you should always try to follow when it comes to content marketing for your financial planning firm.

Today, we’re going to introduce you to the five E’s of content marketing. Creating great content is the best first step, but you need to step up your game if you want people to actually pay attention to your content. Nowadays, there’s more content being produced than ever before. Consumers are stuck with an overload of information. This leaves marketers scrambling to stand out from the crowd. By following a few general guidelines, you can create a killer content marketing strategy that’s sure to get you the results you’re after!

financial advisor blog example content marketing
If you don’t have one already, creating a blog on your website is the best place to start with content marketing! Twenty Over Ten client, Gap Financial, blogs regularly as part of their content marketing strategy.

1. Engage

If you want people to notice and pay attention to your content, you have to keep your audience engaged. Consumers want to be reading useful, relevant information that they can relate to. If they find your content boring or too generic, they’re very unlikely to use you as a resource in the future.

In order to be most effective at engaging your audience, you first need to have a very clear understanding of who you’re targeting. This way you can be sure you’re offering content that they will be interested in. Spend some time thinking about what kind of consumers you want your marketing to attract then ask yourself what kinds of questions they need answered. This will give you much more direction when creating content.

example of Facebook poll

A great way to generate engaging blog topics is by simply asking your customers! One idea is to ask your followers on social media to answer polls or you could consider sending out surveys through a service like Mailchimp or Google Forms to your email list. This will ensure your blog topics are what your audience wants and get them excited about being able to directly contribute.

As far as keeping your blog content engaging, try to ask your reader questions throughout to get them actively thinking about the information they’re reading and how it relates to them. When you’re asking them questions, they’ll keep reading so you can answer it for them.

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You can also try including related freemiums in your blog posts. Everyone loves getting something free, especially if its helpful. Freemiums like this can include e-books, downloadable templates, white papers or anything that will help your audience further understand or interact with your content.

2. Educate

As an advisor, you’re a trusted resource for many people. You want your business to continue to be seen as credible, professional and effective. This will keep people coming back to you as one of their first resources when they have a question. When it comes to content marketing, some companies still see it as a way to make a sales pitch. This is not a great way to approach it. Sales pitches only serve to annoy consumers. Treat your content marketing as an offer of valuable advice that will earn you new leads because it contains high quality, trusted information.

flackable PR for financial advisors
Here are Twenty Over Ten, we often use guest blogs to expand ourselves as a resource for our clients by inviting partners to post content to our blog within their area of expertise.

When you’re creating content, use stats and well-known references to back up your information and further educate your readers. According to HubSpot, we know that 96% of B2B buyers want content with more input from industry thought leaders. If you can, partner with some well-known industry influencers for guest blog posts. This connects your firm with them and vouches for your credibility.

Another key point is to make sure you’re talking about things your company can actually help with. You want to keep your firm’s brand focused on the unique services you offer, which may not be what every consumer is looking for. If consumers have questions or topics that aren’t your area of expertise, its also useful to direct them to other helpful resources. This shows you can be useful for many different reasons and they’ll likely be back to your company when they need a service you can provide.

3. Be Effective

At the end of the day, there’s no point in putting all this effort into your content if you’re not getting the results you’re after! The effectiveness of your content marketing really boils down to the who, what, when and where. Essentially, having a comprehensive understanding of who your target audience is will be the biggest question you have to answer. But that’s just the first step. You have to figure out what they want to read and where they go to find information. Depending on your audience, they might be more inclined to visit social media, blogs, newsletters, etc. You’ll have to do some research to figure this out, but the results will be well worth the effort.

After this is established, you can begin to regularly post content that is getting seen by potential customers. According to HubSpot, companies that published 16+ blog posts per month got about 4.5X more leads than companies that published 0-4 monthly posts. This shows that, once you’ve gotten a good understanding of your target market, creating consistent content will get you noticed!

twitter analytics for financial advisors
By checking your social media analytics you can get a better sense of what types of content perform best across your social channels and when.

You can also start going into further detail, such as what time of day you are posting and how you are promoting your content across social media and on your website. The more specific you can get, the more effective your content marketing will be.

4. Entertain

This may be one of the most important E’s to focus on. Think of your favorite authors, newsletters or blogs. Chances are, they’re a mix of funny, relateable and informative. Why? Because everyone loves to laugh. People are much more likely to pay attention to information presented in a unique and entertaining way. Always look for ways to stand out.

Once you’ve identified what kind of content you’re going to produce, go a step further by asking how can you do it in a different way? Get creative with your marketing! Depending on your branding, its okay to add some personality to your content. In fact, most readers will prefer it. However, don’t try force it. Trying too hard could come across as awkward and drive people away. Just let your firm’s unique identity shine through.

twenty over ten websites for financial advisors
Twenty Over Ten client, IMPACTfolio uses catchy imagery and video play buttons right on their homepage hero image.

Another idea is to use a mix of media, such as pictures, videos and podcasts to answer customer and prospect questions in a new way. This prevents the reader from being potentially overwhelmed by long articles. Video marketing and podcasts are becoming increasingly popular, so see if you can come up with new and more entertaining ways to present the information.

5. Encourage Action

You’re not just creating content for fun- you want readers to react to it. In general, you want your audience to take some sort of action with every piece of content. This may be scheduling a meeting, visiting your website, following your social media pages, etc. Whatever you choose, it should be made clear without being too pushy.

Adding social media follow buttons and call outs at the end of blog posts are a great way to subtly encourage action. They are also helpful for the consumer who, after reading your content, will often want to learn more about your company.

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You may also like: Webinar Replay: 6 Proven Strategies to Get 100+ More Blog ViewsCreating Top Trending Blog Content For Your Advisor Blog, Top 10 Blogging Mistakes We See Financial Advisors Make and Blog Writing Services for Financial Advisors: The Ultimate List

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