Microcontent: what it is and how it can help your marketing

Microcontent hasn’t really found its legs in the financial services industry. We think that’s going to change.

Microcontent is primarily visual content distributed on media such as a blog, Facebook or LinkedIn to bolster your content efforts and draw your audience’s attention toward a more robust piece of content. These may include in-depth whitepapers, infographics or a new video on your website.

What sets microcontent apart from other types of content? It’s short, “snackable” and relatively cheap to produce.

What’s microcontent?

While this isn’t a complete list, the key types of microcontent include:

  • Charts
  • Diagrams
  • Facts and figures
  • GIFs
  • Graphics
  • Illustrations
  • Images
  • Quotes
  • Tips

What’s best for financial services?

Financial services marketers tend to use charts, graphs and tables in their materials. But these tools are used a lot, and your content may lose its impact among the vast amount of charts, graphs and tables that are already out there.

It’s good to look beyond these forms of microcontent when you can. Some types of microcontent that we think are ideal for the financial services industry include:

  • Images are a great way to capture your audience’s attention (think about taking elements from larger, more detailed infographics)
  • Quotes are always eye-catching. If you use quotes, don’t forget to use compelling and complementary images or graphic designs to draw more attention to them
  • Tips that help people excel at their job and life will always be near the top of the sharable content list

From a production standpoint, the best thing about microcontent is that it’s relatively quick to produce, so you can experiment a little more than you would with lengthier or more costly content. This can be a huge benefit for content teams that are stretched to the limit.

If you want to boost your marketing efforts, this is the perfect time to start producing microcontent. Contact us today at 1.844.243.1830 or to learn how.

Monday morning briefing: Emerging markets equities poised for a comeback?

Why the 40 in 60/40 needs to change for investors. A look back at the decade in VC. The importance of data ethics. And is too much choice bad for advisors? These stories and much more in this week’s briefing.

Economic/industry news

Canadian inflation rate was 2.2% in November: Canadian inflation accelerates to 2.2%, core highest in a decade

The BoE holds Bank Rate steady at 0.75%: Bank of England keeps interest rates on hold

Why the 40 in 60/40 needs to change: Hey 60/40 investors: You need a new ‘40’

Three trends for investors and financial advisors: 3 trends investors and financial advisors should heed in 2020 

Why corporate debt could be problematic for the global economy: China corporate debt flagged as ‘biggest threat’ to global economy

Chart of the week – Emerging markets poised for a comeback?

Let’s take a look at emerging markets stocks over the past five years. Emerging markets have underperformed developed markets over the past five years, particularly over the last couple of years as trade tensions intensified. As emerging markets countries are often export-heavy economies, the slowdown in the global economy has hurt performance. However, the partial trade agreement between the U.S. and China on December 13 has sparked a surge in performance among emerging markets equities. If trade tensions ease further and global economic growth ticks higher, will emerging markets equities gain traction and outperform developed markets? It may be time. Let us know what you think.

Used with permission of Bloomberg Finance L.P.

News and notes (U.S.)

A look at the hedge fund industry in NovemberState of the industry: November 2019

Risk-on sentiment among fund managers is back: Why fund managers are cranking up the risk

A look back at the decade that was in VC: VC’s decade in data: How the 2010s reshaped a market

Money market funds attracting a substantial amount of inflows: Investors favor money markets over stock and bond funds: Morningstar

Retail investors will gain more exposure to private markets: SEC votes to give retail investors more access to private markets

News and notes (Canada)

29 liquid alternative funds were launched in 2019: Fund managers have jumped into liquid alts, DBRS reports

Sun Life takes majority interest in InfraRed Capital Partners: Sun Life to expand infrastructure expertise with investment in InfraRed

What may be in store for Canadian alternative investments: A 2020 vision for Canadian alternative investments

A look at the changes to the Basic Personal Amount: New basic personal amount for 2020

On the pulse – New frontiers in fintech

Be prepared for a bigger adoption of mobile wallets: Why banks should care about mobile wallets (even if consumers don’t)

A look at some trends in cybersecurity for the year ahead: 10 cyber security trends to look out for in 2020

The importance of data ethics: Data ethics – what is it good for?

Why demand for regtech is expected to grow: Capital markets regtech in review

PayPal enters the Chinese payments market: PayPal completes GoPay acquisition, allowing payments platform to enter China

Why too much choice may be bad for advisors: Advisers are drowning in fintech choices

High-net-worth topics

UBS makes changes to its ultra-high-net-worth unit: UBS Group to revamp unit for ultra-high net worth clients

High-net-worth individuals are increasing their exposure to real estate, cash: Here’s where the wealthiest investors are finding opportunities

Polls & surveys – What financials are saying

Contributions to TFSA accounts grew in 2019 (BMO): Annual TFSA contributions up 10% on average: survey

74% of investors want financial advice from a human (IIROC): Investors prefer human advice: survey

The percentage of women directors on boards rose in 2019 (MSCI): Slow gains for female board membership: report

For financial marketing and investment commentary help, contact us at 1.844.243.1830 or

Monday morning briefing – November 18, 2019

Private equity looking at the financial advisory industry. Government and companies must work together to combat cyber risks. Asset allocation among alternative investments is changing. And much more in this week’s briefing.

Economic/industry news

U.S. inflation rate rose in October: U.S. consumer prices rise most in 7 months on higher gas prices

Economic growth in Japan stalled: Japan’s economic growth slumps to 1-year low in third quarter as trade war bites

The U.K. unemployment rate declined in September: U.K. unemployment falls while wages slow in September

VC funding had another strong quarter: Global VC funding remains strong in Q3

A look at the top research firms: The top research firm in the world is…

How to navigate through a market of lower expected returns: Navigating a slow growth market environment

Understanding the new economy: Understanding the 21st century economy

News and notes (U.S.)

A look at the hedge fund industry in October: State of the industry: October 2019

According to SS&C, hedge funds returned 1.15% in October: SS&C GlobeOp Hedge Fund Performance Index up 1.15 per cent in October

Private equity looking at the financial advisory industry: Private equity investors are zeroing in on financial advice business

JPMorgan invests in Limeglass: JPMorgan invests in financial research startup Limeglass

Mutual fund sales and performance over the past two weeks: Mutual funds scorecard: November 12 edition

News and notes (Canada)

iA Clarington goes fossil-fuel free in Inhance SRI funds: iA Clarington ensures certain funds are fossil-fuel free

A look at liquidity levels across Canadian funds: Currency & sector liquidity analysis report: Q3 2019

Lower mortgage rates helping housing affordability: Housing affordability improves thanks to lower rates, higher incomes

Looking for safety: The safest bet in Canada is also one of the hottest ETF trades

Taking a flexible approach to title reform: What’s next for title reform in Ontario

On the pulse – New frontiers in fintech

Security a concern for digital-only banking: More consumers will leave banks if digital offerings don’t improve

Why banks and big tech partnerships may work: Big banks and big tech (not versus)

A chequing account from Google: Google to offer checking accounts in partnership with banks starting next year

Customer experience should be at the forefront to combat disruptors: How to thrive in financial services in the age of digital disruption

How to better help small businesses: Big changes ahead for small business banking

A look at possible trends in the financial services industry over the next 10 years: Financial services in the 2020s: From open banking to open finance

Government and companies must work together to combat cyber risks: Bank of Canada urges public-private co-operation on cybersecurity

The data curation challenge: The challenge of data curation

Bringing cryptocurrency payment services to Swiss businesses: Bitcoin Suisse and Worldline to offer crypto payments acceptance in Switzerland

The CME will offer bitcoin options in the new year: Bitcoin options coming to the CME

High-net-worth topics

The wealthy are moving to cash: Geopolitics clouding the outlook for wealthy investors, UBS finds

Wealthy investors making direct investments in private firms: Wealthy families using 600-year-old plan to disrupt PE

How advisors can build trust with the high-net-worth: How to get wealthy people to trust you

Polls & surveys – What financials are saying

Institutional investors have an eye on China (Invesco): 80% of institutional investors planning to raise allocations to China: survey

Asset allocation among alternative investments is changing (EY): Investors are taking money out of hedge funds and putting in private equity

Canadians need help managing investments in retirement (Mackenzie): Value of advice more important as Canadians near retirement: study

For financial marketing and investment commentary help, contact us at 1.844.243.1830 or

Monday morning briefing – May 27, 2019

Socially responsible investing by hedge funds on the rise. Using branches to help with a bank’s digital strategy. Institutional investors prepared for a market downturn. And much more in this week’s briefing.

Economic/industry news

The Japanese economy expanded 0.5% in the first quarter of 2019: Japan’s Q1 GDP: The details are worrisome

Will we see an interest rate cut by the Fed?: David Rosenberg says U.S. will cut rates by end of summer

Assets in passive and active U.S. equity funds at US$4.3 trillion each: Passive fund assets draw even with active incumbents in U.S.

U.S. ETF that pays investors will put pressure on fund fees: Fund fees face added pressure with first U.S. fund that pays investors

There were US$45.94 billion of net inflows into global ETFs in April: Global ETF assets reached US$5.57 trillion last month

News and notes (U.S.)

Asian, emerging markets and event driven hedge funds attracting assets: Event driven, Asia, emerging markets hedge funds are big asset winners in April and YTD

Socially responsible investing by hedge funds on the rise: Hedge funds start to figure out socially responsible investing

Appaloosa LP to convert to a family office: David Tepper’s hedge fund days are coming to a close (one day)

PE exits declined in the first quarter of 2019: Exit activity nosedives for PE firms in 1Q

Investors concerned about the return potential from private markets: Private equity loses luster

Possible changes expected to the tax treatment of carried interest profits: Mnuchin says no plan to change carried interest tax treatment

Vanguard launches first actively managed ESG fund: Vanguard’s first actively managed ESG fund now open for investment

News and notes (Canada)

Allianz Group invests $100 million in Wealthsimple: Allianz makes ‘landmark’ investment in Wealthsimple

Purpose launches options ETF: Purpose launches new options ETF

Canadian mutual funds experienced $1.0 billion of outflows in April: ETF sales trump mutual funds in April

Canadian debt levels continue to rise: CMHC says Canadian debt levels hit record highs at end of last year

Canadian executives expect strong revenue growth this year: Economic optimism underpins strong M&A market

On the pulse – New frontiers in fintech

Using branches to help with a bank’s digital strategy: Don’t abandon branches to favor digital banking channels

Outages causing problems for open banking: Open banking revolution on hold as banks fail to prioritise fixing outages

Banks spending heavily in digital transformation to ward off the threat from fintech firms:Banks waking up to fintech threat throw billions into digital

How artificial intelligence can help banks: How AI will supercharge bank and credit union innovation

 The top 20 countries in AI readiness: UK near top of AI index

Attracting the Gen Z client: Are you focused on the right customer?

Trade AI Engine will provide a better experience for trade processing: Standard Chartered rolls out Trade AI Engine

Revolut launches group feature for its vault account: Revolut launches Group Vaults as an alternative to joint accounts

HSBC opens artificial intelligence lab: HSBC opens global data lab in Toronto

High-net-worth topics

What wealthy clients want from an advisor: How advisors can stand out to wealthy clients

A look at philanthropy from the CEO of the Center for Effective Philanthropy: What Wall Street gets wrong about giving

Cash holdings on the rise for the ultra-wealthy: A group of superrich investors, spooked by China and potential ‘black swans,’ raises cash to levels not seen in years

Polls & surveys – What financials are saying

Institutional investors prepared for a market downturn (Wilshire): Institutional investors think they’re ready for the next downturn

Approximately 50% of investment managers are using alternative data (IHS Markit): Half of investment managers use alternative data: report

Investment professionals bullish on U.S. equity markets (SPDR): Investors still confident in mid-2019, but risk tolerance dips

For financial marketing and investment commentary help, contact us at 1.844.243.1830 or

Monday morning briefing – November 26. 2018

The names you need to know in fintech. Activist investors in Europe keying in on the U.K. industrials sector. Why states around the world should consider issuing cryptocurrencies supported by their central bank. And much more in this week’s briefing.

Economic/industry news 

International Economic Data Snapshot – includes aggregated data of the worldwide economy: Snapshot: International economic data

Canada’s inflation rate rises again:Canada inflation ticks up, central bank seen keeping rates steady

Japan’s economy contracts in the third quarter: Japan GDP: Natural disasters hit economic growth

Could there be changes to the BoC’s mandate to keep prices stable?: Bank of Canada plans thorough review of inflation targeting

Protecting your portfolio against the next recession: The next recession is coming: Here’s how to protect your portfolio

A look at the currency market: How currency differs from other asset classes

Canadian ETF assets fell in October: Canadian ETF assets lower in October

The number of distinct indexes rose by 12% in 2018: Number of indexes on the rise, led by fixed income: report

Sir Ronald Cohen on the importance and outlook for impact investing: Impact investing: A multitrillion-dollar market in the making

Businesses should focus on the new, “circular economy”: ING Portfolio focuses on financing for sustainable economy


On the pulse – New frontiers in fintech

Fully transitioning to digital is much more than just a mobile app: Are you really ‘doing digital’?

Customer centricity vital for the banks of the future: It pays to be personalised

How to manage your cloud infrastructure: Managing cloud infrastructure post-migration – a CTO guide

The names you need to know in fintech: Fintech finance’s power players

Technology could help private bankers become more productive: Making private bankers more productive

Open banking not well known or understood by end consumers: Open banking slow burn means just 22% of consumers have heard of the concept

Starling Bank launches Client Money Accounts, helping professional practices that hold money on behalf of their clients: Starling Bank launches CASS-compliant accounts helping firms manage third-party funds

Regtech will be an important component for the future success of financial institutions: Saxo Bank on why regtech is key to scalability in financial services

How to be innovative in the insurance industry: How to become an innovator in insurtech

Capital One purchases WikiBuy: Capital One buys online shopping comparison startup

Many firms don’t believe that they are resilient enough to combat cyberattacks: Cyber security implementation: firms want it, but less do it, finds survey

BitSpread launches BitSpread Financial Solutions, designed for investing in blockchain assets: BitSpread launches new financial solutions division

Why states around the world should consider issuing cryptocurrencies supported by their central bank: IMF: Nations need to consider a central bank backed cryptocurrency

Cryptocurrencies may not be banned in India: A ray of hope for cryptocurrencies as India readies draft regulations


News and notes (U.S.)

The Barclay CTA Index fell in October: Barclay CTA Index loses 1.29 per cent in October

Hedge fund assets fell to $3.06 trillion in September: Hedge funds redemptions surge to $39.1 billion in September, highest in more than 5 years

Management expenses no longer a tax break for hedge fund investors: Hedge fund investors lose key tax break for management expenses

Activist investors in Europe keying in on the U.K. industrials sector: Industrials are No1 target sector for activist investors in Europe

Secondaries still generating a lot of interest: Why secondaries fundraising is surging

Morgan Stanley launches new advisory platform, WealthDesk: Morgan Stanley unveils new advisory platform

AllianceBernstein to purchase Autonomous Research: AllianceBernstein announces offer to acquire Autonomous Research 

Further trade tensions between the U.S. and China could hurt the stock market: Expect more stock market losses if US-China trade war worsens 

Long-term funds experienced $29.1 billion of outflows in October: Morningstar: Passive equity funds gain, actives lose big

An interview with Abigail Johnson and Kathleen Murphy of Fidelity: The most powerful woman in fund management gives a rare interview


High-net-worth topics

High-net-worth investors expect further equity market declines: The equity party’s ending, say wealthy investors

How Tiger 21 helps the ultra-rich: Tiger 21 philosophy: Learn from your (very wealthy) peers

Life insurance can help reduce estate taxes, but not eliminate taxes entirely: Can HNW clients still use life insurance as a tax and financial tool?


Polls & surveys – What financials are saying

Canadian investors have trouble understanding the concept of risk and return (Natixis): Investors may have an unrealistic understanding of risk and return: survey

Over the next 25 years, $68 trillion of wealth will be passed on to younger generations (Cerulli): Generational wealth transfer to hit $68 trillion over 25 years: Cerulli

Correlating share value with ESG ratings (MSCI): Are ESG ratings the new credit rating for stock prices?


For financial marketing and investment commentary help, contact us at 1.844.243.1830 or

Hedge funds: remember to follow these newsletter tips

In the age of Instagram, Facebook and LinkedIn, sending an enewsletter to your investors might seem like an anachronism.

However, don’t write off the enewsletter just yet. Studies show that email can be more effective than social media at reaching actual customers – nearly 40 times that of Facebook and Twitter combined.1 So why are enewsletters still so relevant?

Their lifespan

A social media post can hit thousands of investors in a second, but may also end up lasting that long before being drowned out by other new content. By its nature, email is stored by its recipient and can be referenced later and/or repeatedly.

The total package

Rather than single-issue postings, an email or enewsletter allows you to combine several relevant topics into a single deliverable.

Making it personal

Targeted emails can focus on the needs and interests of specific groups of investors and, depending on the size of your client pool, can be further individualized as well.

So, if your firm isn’t putting out a regular enewsletter, or wants to reposition its existing one, it’s a good time to take another look at what could be one of the most important communication and branding and marketing tools for hedge funds. Here are some important tips and tricks to keep in mind when planning and executing your next enewsletter deployment:

Define what you are, and what you’re not

There is an incredible volume of investment-related enewsletters out there. Some are sales drivers, some charge for subscriptions, some offer investors portfolio building advice. Remain cognizant of who your investors are and build your enewsletter content around that, rather than what others in the business are doing. This will help differentiate your e-newsletter from the myriad other emails your investors might be receiving.


Keep the number of individual topics to no less than three, but at most seven (three to five is a good range to start with).

It’s not (just) about you

You can build credibility by linking your investors to external articles, papers or other sources of information that might be relevant to them. It tells the reader that you are carefully screening and curating content and are plugged into objective third-party insights.

Rely on professionals

The best financial enewsletters have a design that is straightforward, but still compelling and visually on-brand. If you don’t have internal financial services marketing resource for that, consider outsourcing production (from content to design) to a financial services marketing firm or a content marketing agency.

Make it passenger friendly

Approximately 55% of emails are opened from a mobile device.2 Ensure both your design and content is optimized for mobile phone browsers, particularly those on a commute. This means more vertical/scrollable design and shorter, digestible content (avoiding linking readers to pdf files, for instance).

Want to talk to a professional about putting together your enewsletter? Contact us today at 1.844.243.1830 or and we’ll help you explore your content options.


1 Nora Aufreiter, Julien Boudet, Vivian Weng, “Why marketers should keep sending you e-mails,” McKinsey & Company, January 2014.

2 Jess Nelson, “Majority Of Emails Read On Mobile Devices,” Email Marketing Daily, July 21, 2017.

But can you make a PowerPoint?

But can you make a PowerPoint? We’re asked this question all the time.

It’s no surprise. “Financial services marketing and investment commentaries” covers a broad range of possibilities. To find out more about investment commentaries, click here. To find out more about financial services marketing, read on.

Services at Ext. Marketing Inc.

Yes, we make PowerPoint presentations – and we can do much, much more for you. Here are just some of the ways that we can help you and your firm achieve your marketing goals while alleviating many of your concerns and challenges around resourcing:

  • Copy and design for PowerPoint presentations
  • Copy and design for newsletters
  • Digital newsletters and eBlasts
  • Copy and design for brochures, infographics, sales tools and fund sheets
  • Copy and design for websites and microsites
  • Strategize and execute custom content campaigns
  • Write blog posts for content marketing and other usages
  • Help you brand and get the word out about a new product or services
  • Conduct marketing materials audits
  • Copy for executive speeches
  • Copy for press releases
  • Lead brainstorming sessions
  • Enhance your social media activity and presence
  • Script, storyboard, shoot and edit videos
  • We even offer print production and translation services!

You get the picture – we’re a full-service marketing and communications partner for financial services firms.

If you have a marketing challenge, we can help you work through it. Contact us at 416.925.1700, 844.243.1830 or

Five easy ways to create better newsletters

Newsletters are a great way to keep your clients and prospects engaged because they allow you to share stories that educate and inform.

The number one rule for producing great newsletters is to write articles that engage your target audience. Let’s move on to some other ideas that will help you write better newsletters.

1. Focus on a theme

When you’re flushing out your editorial calendar, find some overarching themes that: (1) your clients and prospects will want to know more about and (2) will show that you are a subject matter expert. Focus each and every edition of your newsletter on just one theme.

For example, if your topic is retirement, you can write articles about staying healthy in old age, long-term financial planning, estate issues and financial education for young people.

2. Write killer headlines

This advice is just as true for newsletters as it is for any other marketing or advertising material. Given that everyone’s attention is being pulled in many different directions these days, a strong headline is often the best way to grab the readers’ attention – and convey your one key message.

Everyone’s attention is being pulled in many different directions these days. A strong headline is often the best way to grab the readers’ attention.

3. Add images that will maintain focus

A killer headline paired with an appealing image will help keep your readers’ attention. There’s no set rule for what images work best. Traditionally, images with smiling faces and/or images that take a moment for the reader to “get” tend to work well.

4. Keep it current

There’s an old saying that goes “put the news in the newsletter.” Our clients’ most popular newsletters – the ones that result in great responses and requests for more information – are often tied back to the news of the day.

Current content often means tighter deadlines, but it’s worth it. So make sure you have enough resources available to create this content as needed.

Current content often means tighter deadlines, but it’s worth it.

5. Do the research

Writers should be able to back up what they say in their articles. And, to add value, newsletter publishers should have more data and resources on hand as well. That way, when clients ask for more information, you can keep the conversation going and continue to add value.

To learn more about creating stronger newsletters, contact us at 416.925.1700, 844.243.1830 or

Read more:

Daily practices to help you write better

Working with millennials

As the oldest millennials reach their mid-30s, they’re turning their minds to big financial goals, like saving for retirement or their kids’ education. At the same time, slightly younger millennials are getting serious about their careers and saving for their first homes.

Whatever stage they’re at, millennials are a key demographic advisors should be striving to communicate more effectively with. Start with these tips:

Encourage research

Many millennials are choosing to manage their own investments rather than work with advisors. There may be many reasons for this, but one that comes up time and again is the idea that millennials are a highly skeptical generation.

They have more access to instant, high-quality information than any generation before them. They use multiple sources to research everything. As a result, they tend not to take advice – including financial advice – at face value.

On the one hand, it can be frustrating to have every recommendation and decision questioned by a client. On the other hand, shouldn’t all clients, regardless of age, be doing their own research and taking some responsibility for their financial education? Encouraging independent research is a great way to build trust with millennial investors.

Let them know that you support their efforts, and look for ways to balance their findings with the advice you provide.

Communicate online

The in-depth annual review is essential for tracking clients’ progress and keeping up to date on their financial goals, risk tolerance and life stage. For most, this review is best handled in person. When it comes to more frequent types of communication, though, advisors should keep in mind that millennials spend a lot of time online. They don’t want to meet in person or chat on the phone any more than necessary.

To stay in touch with millennials, be willing to communicate by email or connect with these clients on social media. If you’re not willing to do so, these investors are likely to find an advisor who is.

Make it personal

That said, millennials are bombarded with email, direct messages and social media notifications. This can be overwhelming.

Communicate with millennial clients when you have information you truly think they’ll want to see. Keep it personal, too. If you come across an article on housing prices in a certain city, and you know your client is looking for a house in that city, send that along. Follow up with ways they can finance a down payment.

Always use discretion

If your clients just had their first baby, don’t terrify them with an article about the skyrocketing cost of a university education.

Maybe start with an article on most common baby names and slowly work the conversation toward RESPs. Remember that every piece of information you send doesn’t have to be about finance, as long as you’re thoughtfully building a connection.

Think about a digital newsletter

Of course, this tailored communications approach is time consuming. If you only have time for a monthly newsletter, one that goes to all clients, make sure the content is relevant to multiple demographics.

Also think about adding a personalized opening line. Something along the lines of, “Hi Jack. I thought the article on career tips for millennial CEOs might be of particular interest to you.”

With these few simple actions, advisors can capture a larger share of this growing market.

Build a communications plan that will resonate with millennials. Contact Ext. Marketing Inc. today at 416.925.1700 or

11 quick reminders for creating your next newsletter

Newsletters will always be fashionable in our books. They’re simply one of the best ways to get the right content in front of the right people. If you’re interested in finding ways to improve your newsletters, check out this post.

Here are 11 quick reminders to make sure your newsletters are as engaging as possible:

1. Write great headlines

Today, everyone’s attention is being pulled in different directions. A strong headline is probably the best way to grab a reader’s attention. Try writing out 25 different headlines before you make a final decision.

2. Focus your content

A newsletter filled with scattered content themes may feel sloppy. We think staying focused on one overarching topic per newsletter is often the best way to do it.

3. Think carefully about your images

Stock photos may be okay, given that they can add some flavour to a newsletter. But a bold image – one that inspires, challenges or intrigues – can take a newsletter to the next level.

4. Write timely content

The most popular newsletters have articles that tackle a current event. Although current content often means tighter deadlines, we think it’s worth it.

5. Build a strong list

Your email (or mailing) list doesn’t have to be big. Just get the right info in front of the right people.

6. Don’t stop researching

More data at hand means that when clients ask for more information, you can keep the conversation going and continue to add value.

7. Test your content

Send out different versions of your newsletter. For example, use different headlines, calls to action and images, and see which ones get more responses. Of course, your results will be more meaningful if you have a larger list but it can’t hurt to experiment!

8. Share it

Social media is one of the best ways to get your newsletters in front of new eyes. Get on LinkedIn and Twitter to share the content that you worked hard to produce.

9. Create a clear unsubscribe link

If you’re sending your newsletter via email, make sure you have a clear unsubscribe link. Now that CASL has come to Canada, big ($1 million+) fines are in store for people and companies who are found guilty of spamming. So make sure it’s incredibly easy for readers to get off your list.

10. Think about less content

Your newsletter, like all content initiatives, must be sustainable. If it’s taking up too much time, send less copy rather than skipping an edition.

11. Seek feedback

Ask what your readers thought about your newsletter in every edition you send out. The feedback you receive is a key resource for crafting future content.

To learn more about creating stronger newsletters, or for any of your other marketing questions, please contact us at 416.925.1700 or

26 MORE blog and newsletter content ideas for advisors to use

The potentially unlimited number of ideas for a blog or newsletter can stop you from even starting such a beneficial project. We can help you focus on topics that resonate with clients. How? We’ve put together a list of 26 MORE blog and newsletter ideas, giving you a whole year’s worth of content!

Find the first 26 ideas here.

27. Services overview
What financial planning (and other) services do you provide? Let your clients and prospects know.

28 to 39. Monthly market review
Stuff happens all the time, so help put things in perspective.

40. Estate planning 101
People don’t like talking about the end. But they have to, so help make it easier for them.

41. The downside of robo-advisors
Robo-advisors are on the rise but they are certainly not for everyone.

42. Financial plans vs. financial products
Novice investors could use some clarification because they often confuse and conflate the two.

43. Managing emotions
Many retirements have been compromised by panic and reactive selling and buying, so help people conserve their wealth.

44. Making insurance part of your long-term plan
Not everyone knows that protecting their assets and their loved ones is an essential part of their wealth plan.

45. Preparing for portfolio reviews
Make sure your meetings are as productive as possible by letting your clients know what to bring and what to expect.

46. How to choose an advisor
Briefly describe the key traits, skills and experience that prospects should look for.

47. Why do-it-yourself isn’t for everyone
Make sure you give a fair and balanced summary.

48. The benefits of dollar-cost averaging
Though fundamental to long-term investment success, dollar-cost averaging is not well understood.

49. Mutual funds vs ETFs
Let your voice be heard in this growing debate.

50. Long-term investing
Explain the benefits of long-term investing in a short case study.

51. Diversification
This is another fundamental of investing success that may not be completely understood.

52. Your business beliefs in action, Part 2
Finish the year where you started – by demonstrating your core beliefs as a successful advisor.

There you have it: 52 blog and newsletter content ideas. A year’s worth of content to share with your clients.

As we mentioned in our previous post, it helps to create an editorial calendar so you know what’s coming up and when you’ll need to brainstorm more ideas.

Now all you have to do is write!

If you want help creating content, contact us at 416.925.1700 or

26 blog and newsletter content ideas for advisors to use

We’ve heard from some advisors that writing a blog or newsletter is overwhelming. That’s understandable, as a seemingly unlimited number of ideas can make it difficult to start. To make your life easier, we’ve put together a list of 26 blog post and newsletter ideas.

1. Your business beliefs in action
Tell a brief story about how you helped a client, and how that aligns with your beliefs.

2. Annual market review
Summarize what happened in the markets, and how your clients were affected.

3. Charitable support
Highlight a charity you support, and explain why they are worthy of help.

4. Your history
Go beyond your bio and tell clients a little bit more about yourself.

5. Meet the team
Give your team a voice! You could write one long post, or give each team member a post all to themselves.

6. Retirement expenses
Provide a realistic outlook about expenses that your clients may face in retirement.

7. Start saving early
Write a post for your clients’ children, telling them the importance of financial discipline.

8. Books that inspired you
Many books have been written about saving and investing. Which ones inspired you? Which ones would you like your clients to read?

9. This year’s reading list
Reading is essential if you’re going to stay ahead of the game. Every January, let your clients know what’s on your reading list.

10. The hobby post
If you have a hobby that lends itself to being a metaphor for what you do at work, explain how.

11. Professional development update
What have you been learning lately? If it’s sharable, share!

12. Explain financial regulations
Building trust involves straightforward explanations about complicated matters. Do your best to keep your clients up to date.

13. The crystal ball post
Write about current trends and what you see happening next. Be sure to avoid market-specific comments.

14 to 16. Client success stories
Names can be withheld, of course. These three can become static testimonials on your website.

17 to 19. Investing heroes
Write brief bios for your investing heroes, highlighting how they left a lasting impression on you. Start with three so you can see what it’s like to write an engaging series of posts that are related to one another.

20. Asset allocation
Explain what it is and your take on it.

21. Active vs. passive
Every investor is talking about this, so add your voice to the conversation.

22. In the news
If something big happens in the world of financial services, from market swings to changes at a very visible company, explain to your clients what’s going on.

23. Why work with an advisor?
This is a good prospecting tool. You could reuse it as a one-pager for meetings with potential clients.

24. RRSPs vs. mortgages
If you’re working in a city where house prices are rising, this will be highly relevant to your younger clients.

25. Tax-reduction strategies
Tax questions are always on investors’ minds, so why not show them that you have some answers?

26. How are investors charged for their advisor’s services?
Transparency regarding your compensation is a good discussion to have.

That makes 26 blog and newsletter content ideas to share with your clients. Stay tuned because we’re thinking about expanding the list to 52 next week!

To keep you on track, create an editorial calendar so you know what’s next and when you’ll need to come up with more ideas.

If you want help creating content, contact us at 416.925.1700 or

An unexpected prescription for advisors with writer’s block

So, you’ve committed to writing a blog or a newsletter and things have been going well. Then one day you feel like you’ve run out of ideas.

You’ve contracted a case of writer’s block and the symptoms are unmistakable: a blank page, the urge to do something – anything – else, insecurity.

Have no fear. Writer’s block is no big deal if you’ve got the right prescription, and here are three things that you can do immediately:

Check in with your Twitter feed

This is highly counterintuitive because social media is rarely mentioned as a way to be more productive. But there are a millions of writing ideas dropping through your Twitter feed right now. Reach out and grab one.

There are ways to refine what you’re looking at on Twitter. First, create a locked list of your competitors. If you haven’t created one yet, make one today and see what they are writing about. Now build off or critique the ideas regarding something they’ve shared.

Second, turn to specific people who have great ideas and see what they’ve done recently. Now write your take on an idea of theirs.

Carry your idea journal

If you’re going to be a reliable source of content, an idea journal stores your ideas before you forget them. After work today, go out and buy a notebook. It can be a stylish Moleskin or a tried-and-true Hilroy. Just make sure it has space to write down your ideas when they pop into your head, no matter how odd they may seem at the time.

We get our best ideas when we’re nowhere near a computer. We got the idea for this post while walking to a client meeting.

Seek the opinion of your clients

Asking your clients for topics they’d like you to cover acts as a good touch point, plus their feedback will hopefully provide many ideas for future posts.

There are a few ways you can ask: face to face or by personal email, SurveyMonkey, blog post or social networks like Twitter and LinkedIn. Pick one or two and see if it works for you.

We’ll be writing more about advisor communications in the coming months. Until then, give these three strategies a try – they may be the cure for writer’s block that you’ve been seeking.

If you’re looking for content ideas or tips to become a more effective writer, contact us at 416.925.1700 or