You know captivating content when you see it. It’s something that causes an emotional response and resonates with you. It creates a connection, and makes you say, “I want to be part of that, and share with everyone I know!”
Captivating content is the mass email you get and look forward to. It’s the Super Bowl commercial everyone re-watches at work the next day. It’s the tagline you repeat. It’s the picture you print out. It’s the product you buy because of the package. Though it’s easy to identify, captivating content is generally not easy to create, but here are three things you can do to help get you there:
1.) Know Your Objective
What is the purpose of your content, and what do you hope to achieve with it? Obviously, you’re trying to generate more income, but how? Are you targeting current clients to invest more assets, or refer someone to you, or build a relationship with their family? Are you targeting prospects you’ve met or prospects you haven’t encountered? Are you trying to bring more people to your website or attain more email addresses?
List out each goal you’re trying to accomplish with each piece of content. It not only helps you create a clear message, but will also create a benchmark to track your success. Without an objective, how will you know if your message is working?
2.) Know Your Demographic
Who are you trying to reach with your content? Stay-at-home moms? Busy CEOs? Retired veterans? Married couples with grandchildren?
Figure out exactly who it is you want to see your content and make sure you’ve written and designed it to their preferences. For example, if you’re targeting an audience in their 60s, you’ll want to make sure the font you are using is large and clearly legible.
Knowing who you are targeting also helps you know where to place your content. Let’s say you were trying to reach the employees at the Nissan factory in your city. You could advertise on the billboard near the Nissan factory that they drive past every morning.
3.) Run It Past Someone Else
When you’re trying to come up with content ideas, it always helps to brainstorm with someone else with an outside perspective. It’s easy to get lost in the jargon and to take for granted the financial terms and knowledge you have. Financial concepts that seem juvenile to you may be foreign to someone outside of your field. That’s why it’s always important to get a second set of eyes on your work from someone who isn’t familiar with the ins and outs of your job.
To bring it all together, here’s an example of what it looks like:
Objective: Schedule meetings with prospective clients who need help managing their finances as they go through a divorce.
Demographic: Women going through a divorce or just recently divorced.
Content: An educational piece provided to local “divorce care” classes about the common financial mistakes that get overlooked after a divorce and how to avoid them with an invitation to reach out to your team for further help or to review their current plan.
Review and refine: Ask a client or spouse to review what you have for anything that doesn’t make sense then redesign or rewrite accordingly.
While we can’t promise that following these steps will guarantee you will be a viral sensation, we can promise that you’ll be closer to your goal than when you started.
With nearly a decade of experience in the financial industry, along with securities licenses 7 & 63, Kalli Lipke not only understands the way your clients think, but how the financial industry operates. She helps financial planners bring their business to the next level through marketing and branding.