Taking content marketing to the next level
Effective content marketing is central for financial advisers to successfully engage with their client base and generate new business.
That's according to i-Impact Group president and founder Claudio O. Pannunzio, who said that in the current age of information overload across a number of forms of media, the "majority of messages are just a blur, failing to trigger any response and generating zero return for marketers," he said.
"For financial advisers in the US and Australia marketing to their key audiences, there is nothing they can do to change the message overload situation.
"What advisers can do is connect to their audience in an intelligent manner by providing them original information that grabs their attention," Pannunzio said.
Rather than simply promoting their products, services and areas of expertise, financial advisers need to provide clients with authoritative content that offers solutions to problems, he said.
He said content marketing is the art of communicating with key audiences without focusing solely on selling.
"The ultimate goal of content marketing is to provide information on a proactive and ongoing basis; information that the target audience finds valuable and that ultimately positions the adviser as a trusted professional," Pannunzio said.
This form of communication is distinctly different to other forms of marketing as it focuses on relevancy and value. Before an individual establishes contact with a business, they are usually already aware of the company, its team and its products and services, he said.
"Empowering your clients and prospective new customers with knowledge that allows them to pose the right questions and get personalised answers enables you to establish a relationship of trust.
"This could be by simply downloading your newsletter, signing up for a seminar/event, accessing significant articles or white papers or becoming your advocates," Pannunzio said.
Recommended for you
The new financial year has got off to a strong start in adviser gains, helped by new entrants, after heavy losses sustained in June.
Michael McCorry, chief investment officer at BlackRock Australia, has detailed how investors are reconsidering their 60/40 portfolios as macro uncertainty highlight the benefits of liquid alternatives.
Having reset its market focus to high-net-worth advisers, Praemium’s administration solution has been selected by Bell Potter in a deal that increases the platform's funds under administration by $6 billion.
High transition rates from financial advisers have helped Netwealth’s funds under administration rise by $3.7 billion in the fourth quarter of FY25.
