Content Marketing for Advisors: You’re Either In or You’re Invisible
Build loyalty by marketing your valuable content
Most financial advisors don’t have a content marketing problem. They have an discipline problem.
Clients aren’t sitting around, waiting for another generic blog post about “market insights.” They’re scrolling, consuming, and deciding who actually knows their stuff and who’s just another advisor blending into the noise.
So here’s the deal:
👉 Posting randomly on LinkedIn isn’t a strategy.
👉 A YouTube channel with no plan is just a digital graveyard.
👉 Market commentary without personality is pointless.
The RIAs who get this right are playing a different game. They’ve built a content engine—a machine that runs on consistency, credibility, and real insights—without turning into full-time influencers. They have connected with their audience on an entirely new level of engagement.
Here’s how you can do it too.
Step 1: Stop “Posting”—Start Building a Content Machine
You need structure. A system that churns out 75+ high-value pieces per year without you spending all day writing.
1.Publish Weekly Market Insights
Why? Clients don’t care about your firm’s take on the S&P 500—they care about what it means for them.
How? Drop a 350-500 word post weekly. Short, sharp, and opinionated. You don’t need to predict the market movements, you just need to have an opinion on why things are happening.
Pro tip: Write like you talk. “Stocks fell 2% today due to inflation concerns” is useless. Try: “Markets just threw a tantrum—here’s what actually matters.”
2️. Develop a Quarterly Commentary (2,500+ words)
Why? This is where you flex your expertise and cover a wide range of topics.
How? Cover macro trends, sector moves, and client-relevant takeaways. You are likely already producing this, just don’t make it boring.
Make it readable: No one wants a research paper. Tell a story. What’s happening, and what should clients doabout it?
Step 2: Make It Multi-Format (Because No One Reads Everything)
Different clients consume content differently. Don’t just write—repurpose.
🎥 Short-Form Video (2-3 mins)
Why? Clients might not read a 3,000-word PDF, but they might watch you talk for 90 seconds.
How? Record yourself breaking down one key takeaway from your market commentary. No fancy editing—just clarity and conviction.
📄 Wealth Planning Guides
Why? Everyone wants to stay a step ahead. This is your chance to give your clients an edge, whether its related to taxes or the markets. Give them simple to follow action steps.
What: Cover life events that matter to your clients. Retirement, marriage, kids, grandkids, inheritance – these are events that trigger the need for them to think about you..
How? Cover tax strategies, estate planning, or policy changes in simple, jargon-free language.
📢 Market Action Alerts
Why? Clients panic when markets drop. If you’re silent, they assume the worst.
How? Any market movement over 2%+/- in a day? Post a short, “Here’s what just happened and what it means” update. No fluff, no BS.
📞 Quarterly Calls/Webinars
Why? Your highest-value clients want direct access to your thinking.
How? Host a quarterly call.
What? Let engagement data guide topics. If a post gets 50%+ more views than usual, that’s your next webinar topic.
Step 3: Find Your Angle—Because Vanilla Content Is Dead
Most wealth managers' content is indistinguishable from the next firm’s. That’s a problem.
Here’s how to fix it:
🔥 Have a POV: If your market commentary reads like an investment bank’s compliance-approved PDF, no one cares.Clients want insights, not corporate speak. Also avoid the white-labeled generic templates. Use it for structure and flow, but please don’t simply it take it word for word.
💡 Use Real-World Analogies:
Bad: “Alternative investments can reduce portfolio sensitivity.”
Good: “If your entire portfolio is tech stocks, you’re riding a one-wheel bicycle downhill. Alternatives are the brakes.”
📊 Leverage Your Investment Committee:
Break down asset allocation strategies.
Show how you actually construct portfolios.
Highlight how your firm thinks differently about diversification and risk.
🤔 Go Ahead, Talk About Investments (Because Clients Are Curious)
Explain why certain investments matter in a portfolio.
Break down the real risks and benefits—not just a sales pitch.
This isn’t hot stock tip of the day, but it is talking about something interesting.
Step 4: Have a Workflow (So You Actually Do This)
You’re busy. You need a process that runs without you spending all day in a Google Doc.
✅ Investment Committee Sets Priorities (What’s timely and important?)
✅ Marketing Drafts & Reviews (Keep it tight, clear, and engaging.)
✅ Compliance Approval (Because... well, we have to.)
✅ Distribution (Internal, external, both—get it out.)
✅ Follow-Up & Data (What’s getting traction? Double down.)
⏳ Turnaround Times Matter:
Urgent: Market drops 5%? You respond within 24 hours.
Important: Big policy change? You have 2-5 days to get content out.
Planned: Quarterly reports? 14 days.
Informative: Fed moves, or general advice around policy? 2 weeks to 30 days.
Step 5: Be Bold, Be Different, and Own Your Voice
If your content sounds like every other wealth manager’s, you’ve already lost.
🔹 Conversational, Not Corporate: Write like a human. If you wouldn’t say it to a client in person, don’t put it in writing.
🔹 Strong POV: Take a stance. If you don’t have an opinion, why should anyone listen? Again you don’t need to predict the markets but you need to have ideas you can share.
🔹 Relatable, Not Stuffy: Weave in cultural and economic themes. Make it interesting and topical. It will bring markets to life.
The Bottom Line
Content isn’t about selling. It’s about giving value and positioning.
If your ideal clients see you consistently showing up with real insights, guess what happens? They start trusting you. And when the time comes to hire a wealth manager, they already know who to call.
This is what you need:
1. Quarterly investment commentary
2. Weekly market insights
3. Market alerts (when markets move)
4. Wealth planning guides (by life events)
Package them up and distribute them across written blogs, PDFs, email, videos, webinars, social media posts, etc.
The advisors that get this win. The ones that don’t? They fade into irrelevance.
Your move.