Taking a stand with your content may sound like a scary prospect for financial services professionals. Let’s be honest, presenting your best (and polished) self is the norm and revealing how you really feel, imperfections and all, seems like it may damage your reputation.
It won’t. The financial services industry is going through the same massive changes that all industries are grappling with and making a real connection is now expected from your clients and prospects.
People immediately see through inauthentic content, so be the real you. Inauthentic sounds scripted and it sounds like it’s been repeated many times before.
People immediately see through inauthentic content, so be the real you.
Authentic content, on the other hand, shows that you have something most people feel is now missing in the financial services industry … a heart. Your opinion on an issue, expressed in your voice, is unique and people with appreciate it.
Be client focused
Whatever you decide to focus your content efforts on, make sure your current (or ideal) audience is interested as well. So take a stand on an issue that matters to your clients and prospects.
To start, find out what inspires or concerns them. How? Ask. You can ask for feedback online, in person or, if you have a list of people who have signed up, through email. Review the responses and see if any of the issues that matter to your audience matter to you as well.
Don’t underestimate the power of being interesting. When it comes to content, being boring may even be worse than being wrong. We all make mistakes … but once you’re boring, you’re always boring.
By taking a stand your voice will inevitably shine through. When you focus on an issue that gets your heart racing and stirs up emotions, you’ll have fun. Your audience will feel the same way.
When you focus on an issue that gets your heart racing and stirs up emotions, you’ll have fun. Your audience will feel the same way.
We know this for a fact: producing content over the long haul is a real test of your will power. On those days when you feel like you’ve run out of ideas, you’ll be thankful you can produce content that interests you.
If you care about your content, you’ll stay committed to it; week in and week out.
Some issues that matter
Don’t know where to start? Here are just a handful of financial and social issues that matter to many savers and investors:
- Socially responsible investing
- Low fees
- Fiduciary responsibility
- Retiring well
- Gender equality
- Animal rights
- Environmental protection
Do any of them align with your beliefs? If so, start brainstorming and see if you’re interested in producing content that explores these issues.
The world’s most successful financial services firms choose us for their content initiatives. Contact us to find out why: 416.925.1700, 844.243.1830 or firstname.lastname@example.org.