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Written by: Samantha Russell
Financial advisors always look for ways to increase content visibility and reach their target audience. As an advisor making content, it doesn’t matter how good it is if people can’t find it. If you spend the time creating content, you want to be sure that anyone can see and benefit from it. That’s why you must increase content visibility and get it out to the people who need it most. It benefits your audience by providing them with resources. While benefiting you with social growth and an increase in prospects and clients.
To improve your overall content visibility, we’ll share 5 ways to ensure followers, prospects, clients, and more can see your content. Making it visible to those you want and beyond.
What is Content Visibility?
First, we need to understand content visibility. It’s pretty simple: content visibility tracks how often you connect with your target audience and reach new audiences through content. For example, think about brands you use; the more you use and see them, the more aware you become of them. Well, content visibility uses the same idea; the more you post content, the more people become aware of it. Content visibility is an essential strategy for growing your advisory and reaching audiences.
5 Ways to Increase Content Visibility for Financial Advisors
Now that we’ve covered content visibility and how it can affect your advisory, let’s discuss ways to improve it. Increasing content visibility helps increase the number of people interacting with your content regularly. Let’s look at some of the best ways to increase your content visibility as a financial advisor.
1. Create a Consistent Content Schedule
Your audience is an essential element of content visibility. That’s because there’s no one to present the content to without them. You might’ve heard it before, but engaging with your audience consistently is essential to growing your firm on social media. The same can be said when it comes to content visibility. The more consistent you are with posting content, the greater the visibility it’ll have. Having a consistent digital marketing schedule is of the utmost importance.
This can be done by planning the days you want to post content and the type of content you wish to post. For example, maybe you want to post a video every week on Wednesday. If you keep that schedule up and post a video every Wednesday, you’ll see increased content visibility. Your followers will learn when you post certain content and be on the lookout for it.
2. Produce Quality Content
Next, we have a tip that might seem like common sense, but it’s also one of the most crucial steps to getting the most out of your content marketing. That is creating quality content that audiences can use as an accurate and well-crafted resource. Anyone can make and share content with the world, but as an advisor, it’s your job to ensure your content is the gold standard. What you put out is there to help people with their finances, inform them of important industry events, or just keep them in the know. You’re helping people with their financial woes and keeping them up to date, so ensure your content is high-quality.
If it helps, consider your content a product you’d find in a store. You want your content or product to be something consumers are happy to buy and discuss. If you produce quality content, word gets around, and people notice. The more people that notice, the more visibility your content will get. So keep that quality up, and you’ll undoubtedly have increased visibility.
3. Leverage Social Media
Social media should be your best friend as a financial advisor. Connecting, interacting, and engaging with clients and others within the industry is fantastic without leaving your office. The problem is that many advisors don’t take advantage of this and simply use social media to make a few weekly posts. But they’re missing out on leveraging social media to boost their content’s visibility. As an advisor, you need to leverage social media to get your content out to a larger audience.
There are billions of active users across platforms such as Facebook, Instagram, LinkedIn, Twitter/X, and YouTube. That’s a massive pool of potential viewers who can see and take something away from your content. The potential for content visibility on social media is insane, making it crucial that you, as an advisor, take advantage of that. Leverage social media by posting content you think people want to see on platforms that fit best. For videos, use Instagram and Facebook. For text-based content, use Facebook and LinkedIn. Mix and match your platforms to best suit the content and gain the most visibility while reaching as many viewers as possible.
4. Optimize Your Content with SEO
One of the best tools an advisor has when it comes to content visibility is SEO (Search Engine Optimization). SEO allows advisors to optimize their content to rank well in the search results and reach a larger audience. This can be done for blogs, videos, social posts, eBooks, and almost any other type of content. Some of the best ways to optimize your content for SEO is to:
- Do keyword research
- Target keywords in your content
- Optimize content for desktop and mobile
- Use alt text for images
- Write unique titles
- Use internal linking
When creating content for visibility, your SEO needs to be optimized to reach as many targeted people as possible. The better your SEO optimization is, the better your content visibility.
5. Use Paid Promotions for Content
Last, we have the tried-and-true, classic way of generating content visibility: paid promotions or sponsorships. While this is arguably the easiest way to increase content visibility, it’s also the only one that costs money. Every social media has a place where you can pay for ads or sponsored posts to share your content and have it reach a large audience.
Depending on the type of content you’re trying to get visibility for, you can even try influencer marketing. Where you have someone who’s well known in the industry promote your content to their followers.
Wrap Up
Content visibility is essential to any advisor wanting to grow their following and boost their credibility. The more you can showcase your expertise through content, the more likely people will see you as an expert in your field and even a potential thought leader. Using these five tips, you can improve your content visibility so that more people, including yourself, can experience and benefit from your content.
Related: How Financial Advisors Can Create a Zero-Click Content Strategy