How to get Financial Advisers to engage with your content


Louise Stevens

Client Services and Operations Director

Posted on July 16, 2018

Whether you are launching a new business to Financial Advisers or have been promoting your products to them for a number of years, finding a way to make your content stand out to the Adviser community can be challenging.

The increase in financial institutions engaging in content marketing has meant that the Industry has become heavily saturated with content, add to this the many news sites for IFAs such as Money Marketing and Professional Adviser, means getting your content read is tough.

Taking ownership of this challenge is key to the success of an intermediary marketing campaign. As marketers, we know content helps to build trust with our audience, it provides a way to stay front of mind through a carefully planned communications strategy and helps improve the chances of your business being ‘found’ on search engines if optimised well for search. And if you keep these simple steps in mind, getting them to engage with your content will be easier.

1. Consider your audience

Not all Adviser firms are the same, and not everyone within the firm has the same responsibilities. Developing audience personas to suit the different roles is key, read our blog on Creating personas for financial marketing.

Consider segmenting your audience into:

  • Small – medium privately-owned firms
  • Networks
  • Then by;
  • Advisers
  • Investment Directors
  • Wealth Managers
  • Paraplanners

Each of these audience types have slightly different pain points and things that they find interesting, as well as preferences for how they consume content. Tailoring the content to the audience will help it be relevant to them and will ensure it gets read.

2. Consider the content type

Not all content needs to be delivered in written form. Once you have your personas in place, consider the best method of delivery to suit both the persona and the content topic. Busy Investment Directors may find it easier to consume content in short bursts via video or an infographic. Whereas Paraplanners may prefer more detailed pieces, produced as an easy to read guide that they can either print off or read via their phones on the commute home.

Consider producing different types of content such as:

  • Short form blogs
  • Longer guides – these can also be broken up into short episodic content and released over a period of time to keep people wanting more
  • Case studies
  • Infographics
  • Video
  • Quizzes and/or tests
  • Webinar or podcasts

3. Consider the channel you deliver it by

Whilst digital delivery of content is highly measurable, bear in mind the demographics of your audience. Not everyone wants to consume content online and some content, depending on the audience type feels more personal if you opt for different delivery methods. For existing clients or even high value prospects, consider sending them content via Direct Mail (post).

For larger data-sets email is a cost-effective way to distribute the content, but test the best time of the day to circulate the content to them. Try to avoid the on the hour send, which will clash with a number of news releases. Over the last 15 years of marketing to IFAs, we’ve found 2.36pm on a Tuesday to be a highly effective time to deliver an email to Advisers and has had the best chance of it getting read.

On top of this, if you are communicating via email, make sure your subject line is engaging ‘June Newsletter’ won’t entice anyone in, keep it short and sweet and try to entice them in with a specific pain point in the subject line e.g. ‘Five things your clients may call you about this week’.

Social channels are a great way to share content too, but make sure you select the right channel for your audience and again the right time of day to share it.

4. Allow them to share and promote it for you

Finally, if your content is really working for your audience they should want to promote it. Ensure that the emails you send don’t break if forwarded on, add social sharing buttons to the emails and to your website to allow your content advocates to do the hard work of content promotion for you.

This is by no means an exhaustive list of how to get Financial Advisers to engage with your content, if you’d like support in getting your content distributed to IFAs then please do get in touch.