Six Tricks for Creating Killer Content

April 29th, 2014

by Bradd DelMuto

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Information is power in the digital age. As an advisor, sharing information will establish thought leadership and nurture relationships that translate into a robust pipeline of future clients.

Information is engagement. Firms that share, publish, and distribute their message through media channels – social and traditional – stand to advance their practices the furthest and fastest.

How can advisors kick start a content-marketing campaign?

Most advisors are sharing market data and information, creating presentations, sending emails and solving client issues every day. Don’t let this collection of content wither away. It can be reworked into “content gold” elsewhere.

The key is to take inventory of and integrate available content into a proactive campaign that marketing and public-relations teams can distribute through the media, blogs, LinkedIn groups, Twitter feeds and email.

Here are six tricks you can use to transform available data and information into a content stream that can create a digital path to purchase your products and services:

  1. Use available data and make it your own. Data is released every day, and much of it comes from publicly available sources: the media, government and the markets themselves. For financial-services professionals, that can serve as the basis for commentary and analysis. For example: Each year the Internal Revenue Service (IRS) releases a Data Book that includes an ocean of information about the number and types of IRS audits. Those data can be transformed into an infographic that serves as the foundation for a series of blog posts about IRS audits and what businesses need to know about them. Those posts could then be used as content to feed a client’s social media streams and also fuel a media-relations effort. By socializing and sharing the content, the blog post can gain wide distribution. This visibility is the key to effective search-engine optimization (SEO), which drives Google search results.
  2. Extend your newsletter to the outside world. Many advisors publish their own newsletters, printed or digital. Repurpose that content for a byline article, a webinar, a post on social media feeds or a a lynchpin for media coverage. For instance, a year-end tax alert could lead multiple lives, first appearing in the firm’s newsletter, then being merchandized to the media and finally getting recycled as a blog post on the firm’s own blog. Three birds, one stone.

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