INTELLIGENCE FOR GROWTH: Make an Impact With Clients and Prospects Through Custom Content


There’s a sea of content across the web, and it can be challenging to get noticed from within the crowd. When it comes to standing out as a financial advisor, it is paramount to differentiate your business with custom messaging which can ultimately help grow your practice.

The benefits are too powerful to ignore: 70% of people would rather learn about a company through content than advertising, and 82% of consumers feel “more positive” about a company after reading custom content, according to Demand Metric.

So, What is Custom Content?

Custom content is content that is entirely original, and created specifically for your brand. It is designed to inform and engage your clients and prospects with a unique voice and tone that people can’t find anywhere else.

Custom content could be a simple blog post or a short piece on your value proposition. It also can take the form of social media campaigns, email newsletters, white papers, industry reports, videos, webinars, and more. Whatever the medium, you can find value in reinforcing your brand and providing tangible ways to communicate how your business is different.

Custom content pieces can address client pain points with specific examples and case studies from your unique experiences as an advisor. In doing so, you can build trust through accurate and timely information – a critical tactic especially during turbulent markets when clients appreciate frequent updates and education on what’s happening and the approach they should take to weather the storm.

Custom content can be an extension of your brand, and your personality. Don’t be afraid to let your voice shine, to tell some stories, or even add a little humor when appropriate. It appears nowhere else online, so it’s tailored to you. This way, you can build credibility and authority.

Content for Growth

Whatever approach you take, custom content can ultimately help you:

  • Reinforce your brand’s image and value proposition
  • Position yourself as an expert that others can rely on
  • Show how your services differ from that of your competitors
  • Create a following while you stay top-of-mind with prospects and clients
  • Boost your site’s Search Engine Optimization (SEO), which can help you be discoverable by new clients

Not only will your contributions help existing clients remain engaged, but it can also inspire them to share your insight – and eventually your service offering – with friends, family, and colleagues.

But Who Has Time For Creating Content?

Producing consistently quality custom content takes time and effort, and may seem daunting for a small practice limited in time and resources. Fortunately, busy advisors don’t have to create it themselves. Modern technologies can help you save time and scale your efforts for content creation and distribution.

Advisors can explore technology that gets them started so they don’t have the intimidation of a blank page, such as AI-powered copywriting tools. But the ultimate time-saver is to access a service where professionals create end-to-end content on your behalf, in your voice and brand. 

Getting Started

Once you’ve identified the tools you need to create custom content, start keeping a log of ideas. Custom content should address specific, tangible needs that benefit clients. Maybe it’s a webinar addressing volatile markets and your firm’s approach to mitigating client concerns. Or maybe it’s a newsletter campaign targeted at people entering retirement in a bear market with insight into how your firm tackles those challenges head-on. Or it could even be a video series where you share tips for better budgeting.

The best custom content comes when you know your target audience: Where do they live and work, how old they are, and what are their financial and lifestyle needs? What are some common questions you receive that could be answered in a shareable article? Make sure to include a clear call-to-action which can drive traffic to your site and social media channels – or even lead to meetings with prospects who liked what you had to say.