MARTECH MINUTES: The Deal on Content Marketing

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By Teresa Leno, CEO and Founder, Fresh Finance

Content marketing is a proven strategy for advisors to improve their website’s search engine (SEO) rankings. 72% of online marketers describe content creation as their most effective SEO tactic, which helps potential clients find an advisor when searching online.

Content marketing is a form of digital marketing focused on content that provides value to potential customers and establishes credibility. Advisors must create trust when clients and prospects read content on their website in any of these forms:

  • Blog posts
  • White papers
  • Videos
  • Infographics

Why is Content Marketing Effective?

Traditional forms of marketing rely on chance or goodwill from others, but that type of marketing is outdated in today’s digital world. Today’s digital marketers rank content marketing at number one because it is easy to ‘put the ball back in your court’ using proven techniques. Trustworthy and consistent content helps build trust and provides value when sharing helpful information. Identifying an investor’s problem and how you address these problems is a great place to start.

Developing a content marketing strategy takes time, effort, and budget. It’s also vital to use various sources and publishers for finance content, including third-party content. Third-party content can help amplify an advisor as an informed authority figure when posted to their social media profiles. Everyone in your organization should share the content you post on your social media profile, helping boost your company’s organic search rankings.

Four Elements Needed for Finance Content

  1. High Quality
    Ensure your content provides a unique perspective of your business and industry and the problems you solve. Avoid typos, choose professional images to accompany the content, and, if creating videos, utilize a video production agency to ensure the quality of your video content.
  2. Authoritative
    Google’s algorithm rewards sites that show expertise, authority, and trustworthiness. This Google technology means it’s vital to assign someone from your organization as the author of your blog posts. Authoring helps ensure that readers feel they can trust the finance content you’re producing.
  3. Engaging
    Including images and valuable graphics within your blog post can help make your content more engaging. Adding headers and lists can also increase readability and keep people on your blog pages for extended periods.
  4. Actionable
    Add a call to action to each piece of content to help guide people to learn more. For example, a link on your blog posts, your website address at the end of a video, or a website page link to learn more in your email marketing.

Once initiating content marketing on your website’s blog, social media, and email campaigns, monitor the performance and adjust as needed. Try to have a new blog to post to social media each week, and consider one to two other posts, such as third-party content, infographics, a video, or a team photo with an interesting caption. Strive for email marketing once per month as a touch point and send additional emails when a relevant event occurs or when hosting an event.

Contact Fresh Finance to learn more about their enterprise MarTech SaaS content tool for firms with 25 or more advisors


Teresa Leno worked as a financial advisor and experienced firsthand the importance of financial education to help clients make more informed decisions before a crisis. Through her experience, Fresh Finance was started as a financial content marketing solution to help advisors validate their expertise through sharing content.