There has been much discussion this summer regarding some newsworthy advisor marketing trends such as the growing adoption rates among financial services firms of social media, the continued deployment of e-mail marketing and the increased utilization of search engine marketing.  Ironically, there has been little mention within the financial services sector of the engine that drives each of these marketing tools… branded content.  

Savvy marketers however, have recognized the importance of this valuable branding tool and are dedicating an increasing percentage of their marketing budget to developing their content base. In a recent poll by Roper of senior marketing executives, 80% indicated that they increasingly incorporating custom content into their plans.  Of note, 59% stated that the source of funding for this initiative was coming at the expense of traditional ads.   So why the interest in custom content?  Quite simply, because of its unique ability to establish a voice for the firm that is both unique and which creates a meaningful bond with clients and prospects alike.  Beyond these important branding considerations, the ability to distribute content across an ever expanding number of channels allows FAs to expand their message reach quickly and cost efficiently.  With so few independent firms having embraced content development, the opportunity to differentiate one’s firm for competitive advantage in this area is quite compelling.  Perhaps even more compelling, consumers have a favorable view of custom content and the companies which provide it.  In fact, in the CCC/ Roper poll of 75% of the 1,000 consumers surveyed indicated that they believed that firms providing custom content were “interested in building good relationships with customers.”  Further, the same percentage stated their preference for receiving information about a company through articles rather than in an advertisement.   The good news is that firms can further extend the effectiveness of their communications efforts by customizing its content to meet the needs of each of their target audience segments.  Interested in learning more about how to extend your firm’s image through a branded content program?  Contact Cliff Campeau at cliffc@evolutionizemypractice.com for a complimentary consultation on “getting started.”