Welcome back to Advisor Marketing Explained, brought to you by Oak & Stone Advisor Marketing. In this episode, your host, Alex Lerch, is joined by Seth Diener, a practicing financial advisor and private wealth manager. Together, they delve into the essential topic of content creation for financial advisors, breaking down the five key pillars of a successful marketing content strategy.

The first three pillars, “Know, Like, Trust,” form the foundation. The “Know” pillar emphasizes the importance of ensuring that your target audience understands who you are, what you do, and where you operate. This involves defining your identity and making sure people know your services. The “Like” pillar emphasizes showcasing your personality through content, allowing clients to connect with you on a personal level. Lerch and Diener stress the significance of revealing authentic aspects of yourself, making you more likable and relatable.

Moving on to the “Trust” pillar, they discuss the need to establish credibility and influence in the financial industry. By consistently sharing financial insights, market updates, and advice, financial advisors can prove their expertise and remain proactive in client communication. Building trust is not only about gaining new business but also about retaining existing clients through informed and reliable content.

In the second half of the episode, Lerch introduces the last two pillars, “Prove” and “Understand,” which focus on leveraging client testimonials, success stories, and addressing client pain points in content creation. By incorporating these pillars into a balanced content strategy, financial advisors can position themselves as thought leaders, enhance client relationships, and attract new business organically.

For a more in-depth exploration of each pillar and valuable insights from Seth Diener, tune in to this episode of Advisor Marketing Explained. Don’t forget to subscribe to the podcast for future episodes and follow Seth Diener on LinkedIn for practical examples of effective content creation in the financial advisory space.