Advisor Content Strategy: How to Use the Same Content 4 Ways
It’s tough finding the time and inspiration needed to create great content for your financial service clients.
As a professional financial writer, I’m frequently so busy creating content for my clients that I don’t have enough time to devote to my own marketing activities. Sounds familiar, right? Here’s a secret that pro content creators use to save time and make sure they’re continuing that drip, drip, drip of expert content their clients expect.
They repurpose each piece of content three, four, even five different ways.
Here’s how:
Let’s say that you’ve just put together a presentation on Investing 101 for a local group (read more about public speaking for financial advisors here.) That single Powerpoint can yield several additional pieces of content with only a little bit of work.
Presentation -> Webinar
You can easily repurpose a presentation by putting it online as a webinar or a video. You can record yourself giving the presentation as a screencast or as a live in-person event and upload it to YouTube. You can also go more low-tech and simply upload the presentation as a pdf or series of slides. Here’s some more information about recording audio and making screencasts.
By embedding the video on your website, you’ll increase the number of people who view your presentation, have an easy way to show off the kind of public speaking you do, and have a snazzy piece of content to show off on social media.
Presentation -> Blog Posts
You can repurpose the presentation as a series of blog posts.
Let’s say that you’ve covered stocks, bonds, mutual funds, and retirement plans in your presentation. You can take your slides and speaking notes and create a blog post or multiple blog posts around each of those sub-topics. For example, on the topic of stocks, you could do a blog post that covered: Stocks defined, benefits of owning stocks, drawbacks of owning stocks, etc. Chances are good that you’ve covered most of that in your presentation and speaking notes, so it wouldn’t take you very long to organize the copy in the form of a blog post.
Blog Posts -> Newsletter
An email newsletter is the perfect way to show off your expert content, drive visitors to your website, and send your readers useful information. While many advisors send newsletters on a set schedule of weekly, monthly, or quarterly, I’m also a fan of the “useful first” theory, which suggests you should only send out a newsletter when you have something really useful to impart. This means that you may send out multiple newsletters in a single month, and then go silent for a bit if there’s nothing major going on. Obviously, the risk here is that it’s easy to lose track of your contact plan and forget to send out any newsletters at all.
The benefit of this approach with respect to content creation is that you can organize them by theme. One newsletter could be about “Investing 101” and contain links to all your recently created posts. Another newsletter could tackle a recent headline like recent market losses, or a corporate bankruptcy, etc. I like to organize my newsletters with a discussion of some timely information or a topic of interest to my audience. Then, I include brief snippets of blog posts or web articles with an image and a link for further reading.
I hope you’ve found this information useful. If you have any questions or hints that might help other financial professionals, contact me or post a comment in the forum.
As a professional financial writer, I’m frequently so busy creating content for my clients that I don’t have enough time to devote to my own marketing activities. Sounds familiar, right? Here’s a secret that pro content creators use to save time and make sure they’re continuing that drip, drip, drip of expert content their clients expect.
They repurpose each piece of content three, four, even five different ways.
Here’s how:
Let’s say that you’ve just put together a presentation on Investing 101 for a local group (read more about public speaking for financial advisors here.) That single Powerpoint can yield several additional pieces of content with only a little bit of work.
Presentation -> Webinar
You can easily repurpose a presentation by putting it online as a webinar or a video. You can record yourself giving the presentation as a screencast or as a live in-person event and upload it to YouTube. You can also go more low-tech and simply upload the presentation as a pdf or series of slides. Here’s some more information about recording audio and making screencasts.
By embedding the video on your website, you’ll increase the number of people who view your presentation, have an easy way to show off the kind of public speaking you do, and have a snazzy piece of content to show off on social media.
Presentation -> Blog Posts
You can repurpose the presentation as a series of blog posts.
Let’s say that you’ve covered stocks, bonds, mutual funds, and retirement plans in your presentation. You can take your slides and speaking notes and create a blog post or multiple blog posts around each of those sub-topics. For example, on the topic of stocks, you could do a blog post that covered: Stocks defined, benefits of owning stocks, drawbacks of owning stocks, etc. Chances are good that you’ve covered most of that in your presentation and speaking notes, so it wouldn’t take you very long to organize the copy in the form of a blog post.
Blog Posts -> Newsletter
An email newsletter is the perfect way to show off your expert content, drive visitors to your website, and send your readers useful information. While many advisors send newsletters on a set schedule of weekly, monthly, or quarterly, I’m also a fan of the “useful first” theory, which suggests you should only send out a newsletter when you have something really useful to impart. This means that you may send out multiple newsletters in a single month, and then go silent for a bit if there’s nothing major going on. Obviously, the risk here is that it’s easy to lose track of your contact plan and forget to send out any newsletters at all.
The benefit of this approach with respect to content creation is that you can organize them by theme. One newsletter could be about “Investing 101” and contain links to all your recently created posts. Another newsletter could tackle a recent headline like recent market losses, or a corporate bankruptcy, etc. I like to organize my newsletters with a discussion of some timely information or a topic of interest to my audience. Then, I include brief snippets of blog posts or web articles with an image and a link for further reading.
I hope you’ve found this information useful. If you have any questions or hints that might help other financial professionals, contact me or post a comment in the forum.
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