Getting Outside the Content Bubble
Have you ever felt like you're in a content vacuum with your marketing strategy? It's just a never-ending treadmill of having to come up with new content, write, film… And it all starts to look, sound, and feel the same.
It’s a weird topic as a marketer, but we need to talk about it. More brands are creating content, but 90% are doing the same few things. Some days, it begins to feel like an echo chamber. We’re all just talking because it’s what we are supposed to do.
But we’ll be the first to tell you – there’s a way out of the content bubble. It starts by returning to life beyond your screens.
The Power of Real Life in a Digital World
When trying to jumpstart their digital marketing, many advisors fall into the trap of “doing marketing” for the sake of being active – versus doing things that are marketable. After all, you’re not being paid to be talking head. You do something in the real world that is incredibly valuable. You create real impact. That’s the thing you’re marketing.
That’s why we work with our clients to create real-world touch points. Our brand can’t live on content alone. We need stories, events, or any other touch points that put the spot light back on the real work.
We love the way one of our clients put it:
“We’ve always talked about charitable giving because it means so much to us. But when we created opportunities for our clients to join us in generosity, our engagement reached all time highs.”
Great Marketers Are Great Documentors
This is another secret to great content marketing. The best way to build an engaged following is not to follow a “what’s on my mind today?” playbook.
Great content creators are great documentors.
Think about the items on your calendar over the next 6 months. What will you be doing that’s worth sharing? I’ll give you a few examples:
Are you going to any conferences or networking events? What are you learning? Who is inspiring you?
What are you talking about in client meetings? What questions are you asking? What stories are impacting you?
How are you investing in your own life outside of work? What are you learning as you invest in memories and habits?
Questions like these are far more authentic and engaging to most of the people in your network. We tell all of our clients that when you have moments like these, DOCUMENT. Sometimes (especially when traveling), grab a few pictures or shoot a simple video on site. If it’s something like a client meeting, record a short voice memo with your thoughts and an outline of the story.
By beginning in the real world, your content becomes far more memorable and engaging. No need to push through writers block. No need to stick to canned content libraries that erase your personal brand and differentiation. You’re personality and leadership find a natural place in your messaging.
The Power of Your Personality
Remember this key advisor marketing principle: Your ideal prospect is asking the question: “Is this the kind of person I want to manage my money?”
Yes, they need to know you have the expertise required. That still matters. But equally important – you need to build rapport in order to earn trust. Trust is the ultimate currency in our business. Prioritize it in your marketing by showing up in a powerful, human-to-human way.
Need Help Crafting a Better Brand?
At Evergreen, we specialize in helping advisors who have a brand worth celebrating. We’ve seen the gap, and we’re guessing you’ve seen it to. The most successful firms have grown through referrals and handshakes, but there are very few digital marketing solutions that capture that side of your business.
That’s why we take an advisor-centric approach to content marketing. You don’t want the pre-written canned stuff. You don’t need to be disappointed with the ghost-written stuff.
You – your expertise and experiences – are like a gold mine of great content. What you need is a partner who knows how to mine it out, polish it, and display it to your ideal audience.
That’s why we use an interview-based approach to content creation. Once a month, we interview you for 30 minutes and collect stories, insights, and reflections. This video-first approach also gives us your articles, social media, and email communications.
If you’re interested in learning more about how we can help you establish a powerful brand, drop us a line.
