Why wealth management firms should care about Content Marketing?

Why wealth management firms should care about Content Marketing?

If your firm has a business goal to attract new clients and retain existing clients, then having a defined content marketing strategy should be at the core of any business marketing plan!

What is Content Marketing?

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action*.

Content is what powers social media success, and businesses who produce content get noticed a lot more than those who don’t. Producing relevant and helpful content enables firms to stay ‘top of mind’ with prospects.

If companies do not produce content, then big opportunities are likely to be lost to competitors who invest their efforts to consistently produce relevant content with the aim to educate and nurture prospects to becoming clients.

What is Content?

Content marketing is a marketer’s way of talking about producing helpful and useful information in different media formats like infographics, webinars, eBooks, podcasts, videos, blogs, landing pages and so on.

Rather than stopping at just a corporate brochure capturing mission statements for the company, content marketing is about reaching out to prospects to raise their awareness about how and why your firm is best positioned to help solve their problems at hand.

Content is produced with the prospect in mind. It is about empowering prospects to learn more about the solutions or services offered by your firm, so eventually when they are ready to engage a professional adviser, they are nurtured to take action with you.

It is one of the most effective ways of staying ‘top of mind’ with an audience of ideal prospects.

What are the commercial benefits of content marketing?

Can you identify with some of the business objectives you would like to achieve for your firm?

  • Increased engagement
  • Increasing traffic to your site
  • Raising brand awareness
  • Increased sales
  • Improved SEO
  • Generating leads
  • Improving brand perception
  • Thought leadership
  • Nurturing leads
  • Influencing key stakeholders

What are some of the content marketing tactics used to drive traffic to content?

A Content Marketing Survey (researched by Econsultancy) revealed the following tactics are used to drive people to content:

  • Social network engagement – 78%
  • Article publication like How To blogs – 57%
  • Encouraging user-generated content – 36%
  • Tagging posts and images – 31%
  • Video sharing – 30%
  • Image sharing – 22%
  • Acquiring traffic from publishers – 16%

How to achieve success with content marketing?

Prior to just jumping in the deep end with nothing but excitement and eagerness, take the time to plan your content marketing actions.

Ensure you understand the what (type of content), the who (audience), the how (distribution method) and the why (business priorities and goals) first.

It is essential you have a clearly defined content marketing strategy. You want to get the best return on your investment, so ensure you act and think strategically, and build a coherent approach to your content marketing.

I’ll leave you with a definition of content marketing from Joe Pulizzi (Founder of Content Marketing Institute):

Content marketing is marketers becoming publishers; owning the media instead of renting it. Attracting and retaining customers by creating / curating valuable, compelling and relevant content to maintain or change behaviour.

Source: *Content Marketing Institute


By | 2018-06-06T10:31:13+10:00 June 12th, 2015|Content Marketing, Financial Services|0 Comments

About the Author:

Jenny Lee-Koksal
Freelance Digital Marketer - Love all things DIGIAL | ONLINE | SOCIAL. I currently help Australian small businesses and solo entrepreneurs who understand the need to go digital but simply lack the time and the knowledge to do so. I become part of your business and assist where I can with your digital marketing needs.

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Inbound Marketing is marketing focused on getting found by customers. It’s customer-focused. It’s helpful. Inbound is about being a part of the conversation. Being a part of that conversation means sharing helpful, relevant content with the world. It’s about drawing people in -- that’s why it’s called Inbound, after all. And most of all, it’s about creating marketing that people love.


Starting at the beginning, you’ll need to attract strangers to your site, turning them into visitors to becoming prospects. Some of the most important tools to attract new users are blogging, optimising your website, and social media. In today’s world, buyers have all the power. What about the last time you made a purchase? Did you call up sales asking to buy? Or did you hop online and do some research?


Once you’ve attracted new visitors, the next step is to nurture some of them into leads by gathering their contact information, and in return for content engagement and education. Things like eBooks, Whitepapers, videos, blog posts, SlideShares and more. Whatever information or content would be interesting, useful and valuable to your prospects. One of education and empowerment.


Now that you’ve attracted the right visitors and nurtured the right leads with engaging content, it’s time to transform those leads into customers. In the Close stage (converting leads into customers or clients) tools like email and a Customer Relationship Management system (CRM) can be used to help sell to the right leads at the right time. Knowing who your Buyer Personas helps with the conversion.


Inbound is all about providing remarkable content to your users, whether they’re visitors, leads, or existing customers. Just because someone is already a customer doesn’t mean that you can forget about them! Inbound companies continue to delight and engage their customer base, turning them into happy promoters of the products and services they love. It's about creating marketing people love.