Whether you’re a lone wolf entrepreneur, a local boutique IFA, or a large national firm, content creation cannot be ignored when it comes to connecting with your target audience, establishing your brand, and driving growth. In today’s digital age, creating compelling content is a fundamental aspect of promoting your Financial Planning business.
On a recent episode of the Financial Planner Life Podcast, we talked about content creation with Chartered Financial Planner and Director of Gratitude Financial Planning, Freddie Winter. Freddie is no stranger to the DIY approach of content creation, and he set up his Instagram page @Nice_Guy_Money, in April 2020, with the aim of coaching his audience on effective money management. No fancy kit, no big production budget, no bells and whistles, just straight-talking, informative content for his target audience.
But this wasn’t achieved through sorcery, witchcraft, or rubbing magic lamps! Freddie has done his due diligence, carefully thought out his content strategy and stayed consistent with his efforts!
So, what is the key to nailing an effective content creation process? Let’s look at some key steps every business should take to prepare effectively.
1. Define Your Audience
The first step in content creation is understanding your audience. Consider who your ideal customers are, their interests, demographics, and pain points. This knowledge will help you tailor your content to their needs, making it more engaging and valuable. The beauty of social media in this context is in the name, it’s social! Ask your audience what they want to know/learn/discuss, they’ll literally give you the answers!
2. Choose the Right Platform
Selecting the right platform to showcase your content is crucial. Depending on your audience and business type, this could be a website, blog, social media platforms like Facebook, Instagram, or LinkedIn, or even a combination of these. Each platform has its unique audience and content style, so choose wisely.
3. Select the Appropriate Medium
Once you’ve chosen your platform, decide on the medium that best suits your message. Consider options like written blog posts, videos, podcasts, infographics, or a combination of these. Different mediums resonate with different audiences, so your choice should align with your audience’s preferences. Many Financial Planning professionals have excellent personal skills, and are great at articulating complex ideas, which plays heavily into the short-form video content that is currently more popular than ever.
4. Clarify Your Role
Clarify roles, responsibilities, and expectations to ensure a seamless content creation process. An important factor to weigh up here is time vs value, we asked Freddie what he would and wouldn’t outsource given the option, his response was;
“I really underestimated how long it takes to edit a video… I would definitely get rid of the editing part of it. I find that particularly for what I do, [script writing] is very difficult to hand off to someone, as you need not only someone who has the knowledge, but someone who knows your brand and what you want to put out there.”
5. Craft a Content Strategy
Before you start creating content, develop a comprehensive content strategy. This should include clear objectives, a content calendar, and guidelines for maintaining consistency in tone, style, and branding across all your content. Remember, create and post at a frequency that works for you, spreading yourself too thin can result in a drop in quality!
6. Content Ideas and Planning
Generating content ideas can be a creative process. Look to your expertise, industry trends, customer feedback, and competitors for inspiration. Plan your content in advance using a content calendar, which can help you stay organised and ensure your content aligns with your business goals.
“I’ve set up a database, where I have categories such as personal finance, pensions, wellbeing, family etc, and then as and when I get content ideas come to me, I write it in there and it’s all categorised. Whenever I want to do a post on wellbeing, I’ve got 10 things already saved to do a post about.”
7. SEO and Keyword Research
If your content is online, consider search engine optimization (SEO). Research relevant keywords to incorporate into your content naturally throughout each article. This will improve its discoverability and drive organic traffic to your website or social media profiles. You can easily do this by conducting your own basic research on Google or outsourcing for more specific targeting.
8. Quality Over Quantity
Remember, quality always trumps quantity. Create content that provides real value to your audience. High-quality content will engage your customers, build trust, and keep them coming back for more.
9. Collaborate and Network: Consider collaborating with other content creators or influencers in your niche. Networking can help you expand your reach and gain new audiences. Freddie’s a big believer in this, stating;
“It’s finding these other avenues where your clients are. It’s all about networking, raising your awareness and getting your name out there. It’s something that I totally underestimated 5 years ago and wish I’d started at the beginning of my career.”
10. Monitor and Adjust
Once your content is live, monitor its performance using analytics tools. Pay attention to engagement metrics, such as likes, shares, and comments, as well as website traffic and conversion rates. Use these insights to adjust your content strategy and improve over time.
11. Stay Ethical and Authentic
Finally, maintain honesty and authenticity in your content. Your audience values transparency and sincerity. Build trust with your customers by being true to your brand and delivering on your promises.
12. Maintain Consistency
Consistency is the glue that holds your content strategy together. Establish a consistent posting schedule to keep your audience engaged and informed. Whether it’s daily, weekly, or monthly, sticking to a regular posting routine helps build anticipation and trust among your followers.
“People don’t appreciate how long it takes, particularly when coming up with new ideas. And to keep doing it 2-3 times a week, amongst everything else you’ve got going on, is hard work. I’m now getting the fruits of that, but it’s taken three years!”
In conclusion, content creation is currently one of the most valuable tool for business owners to promote their ventures. By defining your audience, selecting the right platform and medium, clarifying roles, and crafting a solid content strategy, you can effectively engage with your audience and drive business growth. Remember, the key to success is not only creating content but creating content that truly resonates with your audience and adds value to their lives.
if you are looking for help with marketing, branding or content creation, reach out to Sam Oakes to book a meeting with Financial Planner Life Studios.
