I’ve been lucky enough to have worked for many years with some of the best content marketers in the financial planning business.

Some of these planners cottoned onto the value of content at least 25 years before content marketing was even in short pants.

What I’ve also noted is that you don’t need a massive budget to run a successful content marketing program that should be central to how you’re approaching your clients and leads.

Addressing writer’s block

That said, writing content can seem daunting. But once you’re in the groove, and after determining what works for you and your clients, it does become easier. It’s only when the ideas run out, and the topics begin to dry up, that content creation becomes problematic. So, how do you keep your content juices flowing?

There are a few steps worth considering for energising your content.

  1. Call on all your experience: Don’t rely solely on your expertise as a financial planner. Ponder issues or challenges that have affected your business and the subsequent solutions. You might decide to build a case study about an achievement as a business owner. For example, you could pen a blog about how you launched a new piece of technology that delivered a surge in business leads. Writing about yourself could seem a little brassy, but there’s value in the authenticity of showcasing your experiences. Moreover, you don’t have to do the writing yourself – a google of ghostwriters are waiting for your call.
  2. Mix it up: Writing about finance topics is excellent; however, if talking about money is the only arrow in your quiver, your content runs the risk of becoming monotonous. In other words, think beyond shares, managed funds and testamentary trusts. What else can you write about that affects people’s finances? You’ll find a ton of inspiration from births, deaths, marriages and divorces that you’re perfectly placed to write about as financial planners.
  3. Search the latest trends: Google the latest trends in finance or any other subject. Take technology as an example. The newest tech trends move so quickly that there’s always a fresh doodad to unmask.
  4. Put your audience first: It’s critical that your content addresses subjects your clients and leads want to watch, listen or read. I’m not suggesting you ask your clients directly but try to put yourself in their shoes. What’s affecting their lives? What issues or challenges will interest them? Identify the hot topics that will resonate with your clients and begin producing content on these subjects.
  5. Try some video: There’s more to content than writing. Video is crucial to your digital success, particularly for search engine optimisation. An affordable but still professional video is accessible to every business today and should be a part of your mix. Infographic-style communication is a must, too. With infographics, it’s easy for a prospective client to digest information quickly.
  6. Repurposing an old idea: Review the content you’ve created. Chances are there’s a different angle or topic within a topic that you haven’t covered. Reviewing old blogs or articles can be a great way to get the juices and content flowing. Repurposing previous content can also give your audience a different perspective, especially as everyone processes information in his or her way. So, recycling an original idea might open your business to an entirely new audience.
  7. Slow the tempo: If the content juices aren’t flowing, maybe reduce the number of posts you’re delivering for a period. This strategy also gives you a chance to reset. Taking a break might give you the inspiration you need.
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