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Breaking through the noise of today’s content overload

Many different components go into creating a first-rate content marketing strategy. With this in mind, it’s important for financial advisers to prioritise their goals and know how to overcome various challenges in order to get the best results.

Getting consistent, quality content up on your site or blog drives a higher quality of visitors and helps to increase sales. The more recognition your brand receives, the more likely people will be to read your content.

First-class marketers know that engaging buyers and influencers is the name of the game for content marketing. Once client engagement improves, so will leads. Content that provides value for readers will draw them in and start conversations. Find out what type of content your clients want and publish on these topics consistently – engagement will soon increase. Keep this engagement up by actively participating in conversation, whether through social media or blog comments.

Below are some of the most common content marketing challenges:

1. Limited staff – Readers expect fresh, relevant content every day, but financial advisers are tasked with other responsibilities. With a limited staff, it can be difficult for businesses to produce enough content to keep up with competitors. If your content can’t keep up, your readers will go elsewhere for information.

2. Limited budget – Outsourcing to freelancers or paying your staff overtime to create original content creates additional costs for marketers. Constantly researching and writing articles from scratch could break the bank for some businesses.

3. Consistent content creation – Publishing newly created content daily is enough to burn out your marketing team, as well as a hole in your pocket, with a limited staff and budget. Financial advisers have a hard time balancing consistent production of fresh content with the resources they have at hand. Without consistent content production, your content can get buried under the thousands of articles written every day where your readers may never see it.

4. Finding reliable sources – With all the clutter and white noise in today’s online publishing world, it can be difficult to manually find sources that are relevant to your brand without spending hours on research. Using relevant sources, however, is imperative for a quality content marketing strategy. For financial advisers who already know which sources they want to monitor, RSS feeds are a simple way to get topical information quicker.

All of these challenges make it difficult for financial advisers to reach their prioritised goals, namely driving leads and increasing buyer engagement. However, marketing technology is paving the way towards simple solutions to these content marketing obstacles.

Don’t forget to market your marketing

Although limited staff, limited budget, creating enough content and finding the best sources are all challenges that content marketers need to address, they can be easily solved.

With the implementation of content management systems and curation tools, these challenges are quickly resolved. Content management tools, such as an editorial calendar, help content marketers manage staff and content production. Curation tools can drastically help out a small marketing team, stretch a limited budget, make it easy to publish relevant content daily and discover the best sources in minutes.

The real challenge, however, lies in measuring the impact of content, as well as promoting existing content. Find out what type of content is valuable for your readers, and then work to further promote it to your target audience. Don’t forget to market your marketing, or you won’t reach all of your potential readers.

Analysing the impact of content needs to move up to the top of the list for content marketers. The ability to measure the impact of content will provide insight into what is popular for readers and what types of topics/formats aren’t working. Without measuring the reach and effectiveness of content, advisers may be producing too much of the latter. This could be as simple as tracking how many times your blog posts are shared or how many mentions/retweets you receive on Twitter each week.

Promoting existing content is another important component of a successful content strategy. Many advisers publish great content, but then fail to get the most out of it before pushing it to the wayside. You put a lot of time and effort into a great piece of content, and the chances are that the entirety of the audience you want to reach won’t see it before you publish something new. Turn ebooks into webinars, webinars into infographics, infographics into a series of blog posts, blogs into social media campaigns, etc. Make sure you saturate your target market with the information you want to get across. Get as much mileage out of great content as possible and break through the noise of today’s content overload.

Andrew Taylor, Chief Executive Officer, Goldmine Media

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