Marketing

5 Steps to Create Client-Driven Content

Clients are exposed to thousands of messages every single day. If you aren’t in tune with your clients’ pain points and needs, there’s no way your content marketing is cutting through the clutter. Ultimately, content creation can increase both awareness and trust for your firm, so it’s a piece of your marketing strategy that’s super important to nail. Use these 5 tips for content that connects!

1. Find Your Niche’s Pain Point

Your client’s paint point should be at the core of your firm’s marketing efforts. What keeps your clients up at 3 a.m.? People aren’t buying a financial advisor, they’re buying financial security for their future. Make them feel safe and prepared for whatever comes their way.

Humans are emotional creatures, so if you find a way to explicitly addresses their hopes and fears, you immediately have their attention. Use your client’s pain point as the center of your call-to-action, the titles of your blog posts, and the copy on your website. Make it very clear who you’re talking to and what you can help them with. 

In the example below, C.L. Sheldon clearly hits its target niche in a blog title. The content explicitly addresses a specific pain point of a niche, junior military officers.

2. Speak Their Language

Taking the right tone in your content will both cut through the noise from other similar firms and get the potential client to trust you. Just think, the way you talk to your friends, family, and co-workers are all different. You also need to take a certain tone in the content you write for clients. Getting the language right in your content will make the difference between a client connecting with it or immediately clicking away.

Since you’re providing clients a professional service, it’s important to establish credibility in any content you create. This can come from the sources you get third-party content from, use of statistics in blog posts, or taking a highly professional tone. But, be careful not to simply spit out facts or sound like a robot. It’s also critical to build trust with leads, so you should also sound empathetic and compassionate in any content you write.

Whether you are rewriting content for the pages of your website, writing a blog post, or compiling an online newsletter, write your content as if you are having a conversation with your visitors. Your unique voice is necessary to capture you and/or your company’s expertise, passion, and value proposition.

Anthony Veiga shares credible content on Twitter, but makes it more personal by including a caption that connects.

3. Answer Their Questions

Any content you create should address burning question in your client’s minds – their thoughts, wants, and worries. Instead of creating whatever random content your firm feels like that day, it’s important to think about what clients want to hear. This goes back to centering your content around your client’s pain points. By doing research and understanding your niche, you can build a content map to answer questions specific to each part of their financial journey.  

4. Reach The Right Person At The Right Time

Different leads are at different stages in the financial planning process, and different clients might want different things out of your services. By segmenting your clients by different qualities, you can personalize your content for each group. These qualities can include the amount of their engagement activity, their location, and how far along they are in your sales pipeline. It is often effective for financial advisors to segment their client base by business professionals, pre-retirees, retirees, those going through a life transition or some other significant factor.

This is especially important in email marketing. Your newsletter subscribers are each looking for different information and content from you, so you shouldn’t be sending out one mass email. By using services like MailChimp, you can segment subscribers into different lists and tailor the messages to their individual needs.  

MailChimp makes it easy to segment clients by differing needs, wants, and qualities.

However you choose to segment your clients, the goal is to closely target each group and provide them with the most relevant content possible. Tailoring your message content to specific types of users allows your campaigns to feel like a personalized conversation.

5. Be Where They Are

The last part of a content marketing strategy is distributing it. If you simply post content on your website without promoting it, there’s a good chance it will sit there unnoticed and collect dust. Knowing where your audience is can make or break this piece of the puzzle. Two effective places to distribute your content are social media and email marketing.

Social media can give you an avenue to post your own original content, third-party content, and make a name for yourself among potential clients. It’s a great place to build relationships and establish trust, which all starts with the content you decide to share. When you’ve written a piece of content you know your audience will connect with, it’s time to promote it on your social profiles!

Dave Grant engages shares his video content with his clients on Twitter.

Email marketing, as we’ve already discussed, can also build relationships when you tailor it the right way. Creating a newsletter is a great way to increase engagement with your content. If you’ve recently written a white page or a blog, try sending it out to clients who would benefit from reading it. In the newsletter below, Evergreen Wealth Management promotes its recent case study.