4 minute read
There’s an old saying in marketing - especially in the digital age:
“Content is king.”
For financial advisors, content marketing isn’t just an option — it’s a necessity.
With endless information online, prospects are overwhelmed. They want trustworthy, expert-driven content that simplifies financial concepts and helps them make smarter decisions. Advisors who show up with clear, consistent insights are the ones who win trust - and clients.
The Demand for Financial Advice is Higher Than Ever
- 71% of Gen Z (ages 18–25) and 72% of Millennials (ages 26–41) want financial advice but don’t know where to find it.
As Jennifer Valdez, President of Americas at Intelliflo, explains:
“There is a significant need and desire for financial advice across the board, but many simply don’t know how to access it.”
This presents a massive opportunity for financial advisors. By creating educational, easy-to-understand content, you position yourself as the trusted guide younger generations — and their growing wealth — are searching for.
Why Content Marketing Helps Advisors Attract Clients
Traditional outbound tactics like ads or cold calls are losing effectiveness. Inbound content marketing for financial advisors is more powerful because it:
- Attracts quality leads through blogs, videos, or guides prospects are already searching for.
- Builds credibility and trust by showcasing your expertise.
- Engages existing clients with timely updates and insights.
- Scales your reach — one post, newsletter, or webinar can impact dozens (or hundreds) at once.
According to a 2024 Broadridge survey, over half of advisors now use educational content in newsletters or blogs. Those who did reported stronger client engagement and retention, while those who didn’t cited time, uncertainty, or compliance as the biggest barriers.
How Financial Advisors Are Using Content Marketing Successfully
According to a 2023 Broadridge survey:
Figure 1: Broadridge 2023 Survey
Advisors who did this saw higher client engagement and retention rates.
What about the other 47% who didn’t?
The most common barriers were:
- Lack of time to create content.
- Uncertainty about where to start.
- Compliance concerns when publishing financial insights.
Sound familiar?
If so, don’t worry - there are ways to simplify content creation without overwhelming your schedule.
How Advisors Can Simplify Complex Topics
Richard Feynman, Nobel Prize-winning physicist, famously taught that if you can’t explain it simply, you don’t truly understand it.
That lesson is invaluable for advisors. Clients don’t want jargon or textbook lessons — they want clear, relatable guidance.
Try using the Feynman Technique for content:
- Choose a concept (e.g., “What happens to my 401(k) when I switch jobs?”).
- Explain it in plain language, like teaching it to a friend or teen.
- Review for gaps and clarify.
- Refine with examples or analogies.
This approach not only improves client understanding — it builds deeper trust.
No Time to Write Content? Leverage Curated Content
If creating original content feels overwhelming, you can still stay visible and valuable:
- Curate high-quality third-party content from trusted financial sources.
- Share timely market updates in a newsletter or on LinkedIn.
- Repurpose content — turn one blog into a video, infographic, or webinar clip.
For instance, a 2023 Putnam Investments survey found that:
- 68% of advisors who gained new clients used original or curated content.
- Only 46% of advisors without content marketing gained new clients.
The takeaway was that whether you write or curate, consistent visibility online is critical.
Final Thoughts: Why Advisors Can’t Ignore Content Marketing
The future of client acquisition is digital. Gen Z and Millennials — tomorrow’s high-net-worth clients — are already searching online for financial answers. Advisors who provide clear, relevant, and easy-to-digest content are the ones who will earn their attention.
Whether you create content yourself or leverage curated, compliance-ready resources, consistency is key. Every article, video, or email is an opportunity to strengthen your authority and deepen trust.
Ready to start? Explore Dunham’s Content Vault for compliance-approved articles and insights built for financial advisors.
- Telephone: (858) 964-0500
- Or send us an email through our contact form.
FAQs: Content Marketing for Financial Advisors
What kind of content should financial advisors post?
Educational blogs, short LinkedIn posts, market updates, FAQs, and client-friendly explainers.
How often should advisors create content?
Even 1–2 pieces per month can make a difference if shared consistently.
Does compliance limit content marketing for advisors?
It can — but many firms (like Dunham) offer compliance-reviewed content advisors can share confidently.
Sources:
- https://www.prnewswire.com/news-releases/nearly-3-in-5-americans-59-want-financial-advice-but-are-not-sure-where-to-get-it-according-to-intelliflo-survey-301494402.html
- https://www.broadridge.com/advisor/insights/financial-advisor-marketing-trends-report
- https://www.putnam.com/static/pdf/Putnam-Social-Advisor-Survey-2023.pdf
Disclosure:
This communication is general in nature and provided for educational and informational purposes only. It should not be considered or relied upon as legal, tax, or investment advice or an investment recommendation, or as a substitute for legal counsel. Any investment products or services named herein are for illustrative purposes only and should not be considered an offer to buy or sell, or an investment recommendation for, any specific security, strategy, or investment product or service. Always consult a qualified professional or your own independent financial professional for personalized advice or investment recommendations tailored to your specific goals, individual situation, and risk tolerance.
Dunham & Associates Investment Counsel, Inc. is a Registered Investment Adviser and Broker/Dealer. Member FINRA/SIPC.
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