When creating that content Clark says advisors need to think about the look and feel of what they’re sharing. After putting tons of effort into a blog post or article, Clark says advisors need to make sure they’re using specific images that speak to what they’re saying, ideally featuring themselves or their team. In working with clients, she sets them up with professional photoshoots that can help make their content pop and connect immediately with readers. Once the team has that bank of photos they can use them in various content pieces and newsletter sendouts. Pets can be a difference maker, too. Clark says readers are far more likely to click on an article featuring the family dog.
While Clark says advisors and their teams need to consistently create content of their own, that shouldn’t seem like an undue burden. Regularity is more important than volume and in the case of an advisory team, members can take on a blog writing burden of as little as one article per quarter to share the load. Advisors can also share external content, or open their channel to a guest post created by a complimentary business, like a lawyer or accountant they often work with. It’s crucial, though, that this content serves to better establish an advisor’s credibility and expertise. Clark recommends a 70/30 rule, whereby 70 per cent of content should be internally generated and 30 per cent should be external.
Clark stresses that overall, social media should not be a daunting prospect for an advisor. A focused, disciplined approach can pay serious dividends and even the task of content creation can be handed over to a specialist if you find the right partners.
“I think a lot of people don’t go on social media because they’re overwhelmed by producing all the content,” Clark says. “But the right team can get you in front of content creators, who can help your media strategy have more success.
