We've long heard about the correlation between the frequency of your communication with clients and their satisfaction. A report recently released by YCharts highlights the unique value clients place on their advisor's perspective. Your insights on the market, the economy, and overall financial education are not just informative; they are a vital source of confidence for your clients.
However, as a financial advisor, it can feel daunting to keep pace with the frequency of communication and to know what to communicate.
The solution? A handy tool called a content calendar.
A content calendar is not just a document to keep your marketing on schedule; it's a strategic blueprint for your year-long success. It's about transforming your approach to connecting with clients and growing your business effectively. Let's explore some practical tips for building a content calendar that's realistic, engaging, and doable.
Start with the Big Picture
Before you jump into daily or weekly planning, step back and consider the bigger picture. What are your primary goals for each audience? Are you aiming to attract new clients, increase engagement with existing ones, or establish yourself as a thought leader in the wealth management industry? Set these targets first; they will guide the themes and types of content you produce.
Often, you can leverage similar content across audiences with basic modifications in the context and call-to-action. For example, a market commentary email to clients could remind them how you manage their portfolios proactively and direct them to your client service team for questions. A version of that commentary sent to prospects could point to potential gaps in their investment strategy and invite them to schedule a free consultation.
Break It Down by Themes
Themes can be a fantastic way to organize your content. Think of the natural flow of your business throughout the year. If you're doing year-end tax planning in client reviews in September, that's a great time to create tax planning content for prospects and centers of influence. Themes help keep your content focused and allow your audience to dive deep into specific topics that interest them.
Use Monthly and Weekly Blocks
Once you have your themes, break them into monthly and weekly blocks. These blocks will help you manage the content creation process in bite-sized pieces, making it less overwhelming. For each week, decide on the specific content pieces you'll create on the topic, whether it's blog posts, videos, podcasts, or social media posts. Create and schedule them in advance, so you're not operating in 'just in time' mode.
Mix It Up with Content Types
Variety is key to keeping your audience engaged. Combine diverse types of content to cater to different preferences. Blogs and articles are great for in-depth exploration of topics, while infographics and short videos can be perfect for quick tips and summaries. Don't forget about podcasts, webinars, and live Q&A sessions, which can add a personal touch and build stronger connections with your audience.
Engage Your Audience
Remember that the goal of your content is to engage your audience. Include calls-to-action in every piece of content that encourage your readers to sign up for more information, schedule a consultation, or follow you on social media. This turns your content from informative to interactive and helps build stronger client relationships.
Plan for Flexibility
While it's important to stick to your calendar, flexibility is crucial. Always be ready to tweak your plans based on what's happening in the market or in response to feedback from your clients. Keep a couple of "buffer" weeks in your calendar where you can adjust topics or swap things around if needed.
Keep it Organized
Use tools like Trello, Asana, or Google Sheets to organize your content calendar. These tools make it easy to visualize your plan and make updates on the fly. Plus, they can keep everyone on your team on the same page.
Regular Reviews and Adjustments
Set a regular schedule to review your content calendar. This might be monthly or quarterly, depending on your workflow. Use these reviews to assess what's working and what isn't and adjust to improve content engagement and effectiveness.
You've Got This!
There you have it! Your step-by-step guide to creating a content calendar that really sticks. Remember, consistency, quality, and engagement are key to successful content marketing. By planning effectively and staying true to your audience's needs and interests, you'll build credibility and trust that lasts all year long.
If you want even more tips on creating valuable content, check out this blog post from earlier this year.
