Creating a consistent stream of new, high-quality content might be overwhelming for a financial advisor. While publishing content regularly is good for SEO and exposure, it might be time-consuming and challenging for an advisor who prefers to work with figures rather than words.
The key to sustainable content creation is repurposing content. It entails adapting your original material's perspective and approach to the platform and context where it will appear. You must present a new way of looking at things while keeping the spirit of the original content intact.
By repurposing content to match the particular requirements of every platform, you boost your chances of generating more traffic and raising brand awareness. This post will show you five strategies to repurpose content as a financial advisor.
How To Repurpose Content As A Financial Advisor
1. Make Infographics
An infographic is an excellent approach to visually summarizing information and conveying data, making it more engaging and appealing. When you repurpose content into an infographic, you massively enhance the potential reach and effectiveness of the original content.
Infographics are data-driven and concise versions of long-form content. As a financial advisor, you may make infographics about the investment process, the stock market, financial planning, or investing comparisons, among other things.
You might start by looking through your material and analyzing it to see what you can extract from it. You can use statements, facts, or statistics to add more impact to the message.
For example, you may emphasize steps or takeaways from your original blog article and turn them into an infographic. Here's an example of an infographic derived from a blog article.
You may also want to consider your KPIs, such as traffic to your content pages, click-through rate, and backlinks. Effective link-building is crucial to increasing your website’s domain authority and improving its search ranking.
Also, select a template that complements your organization's general theme, style, and structure to maintain consistency. You can use online tools like Piktochart, Infogram, or Venngage to help you create professional infographics. You can also share this infographic on social media platforms, such as LinkedIn.
2. Create Webinars
Webinars are an effective way to interact with customers and prospects more actively. You can customize any piece of content to any audience, but a webinar adds authenticity since your audience can see you speaking to them in real-time. Webinars frequently contain live chat rooms where attendees may express direct questions.
You can repurpose almost any content like your blog article or report into a webinar session and deliver it to a live audience. Having the attendee register for your upcoming webinar allows you to collect leads and build an email list with verified email addresses before anything goes live online.
Before repurposing content, you must decide on the webinar format you’ll use for that piece of content. You may host interviews, Q&A webinars, tutorials, or discussion webinars, among others. Once you’ve selected a format, choose a specific topic that your webinar will address so you can create a focused presentation.
To create an engaging webinar, you must create a compelling and entertaining script. Including examples to demonstrate in your script points makes your target audience more engaged and interested. You can also reference data and statistics, but make sure the tone is appropriate for your intended audience.
3. Pull Content For Social Media Posts
You don't have to be constantly promotional on social media channels; in fact, too much promotional content can harm your business. People want to see social content that is both educational and inspiring, and your content should adapt to the platform where you publish it. For example, Facebook is more for friends, LinkedIn is mainly for business, Instagram is usually for inspiration, and so on.
The differences between social networks mean that you can repurpose your content for each of them. Facebook is a good platform for generating leads through text content and CTAs, while LinkedIn is ideal for reaching business owners and decision-makers. On the other hand, you can use Instagram for infographics and TikTok for short videos that explain your services.
Here is an example of social content from a financial advisor on LinkedIn:
Memes are another option for social media channels due to their popularity. It is easier to make your own that are relevant to your target audience. You must, however, be careful and only use memes that are consistent with the voice and personality of your brand. Also, you must ensure that your images and videos are clear and relevant to all your social media channels.
You may also use Twitter for professionals to promote your repurposed content, along with your products and services and vital information like company hours and location.
Remember to always check in with your compliance officer when sharing on social media, if required.
4. Write Blogs
Blogging is an excellent marketing strategy to position yourself as an expert in your field. It is also an efficient strategy for attracting traffic to your website and educating people about topics you both care about. Blogs come in a variety of shapes and sizes. It might be a how-to, a list, news, an interview, a review, or anything else. You can also publish your content as quality guest posts on other websites in your niche, building link authority back to your blog.
Instead of just gathering content to make a blog post, consider repurposing various forms into blog articles. Begin by repurposing all of your visuals, such as videos, podcasts, webinars, infographics, and case studies, into blog posts. You may also analyze and discuss statistics and research in blog postings.
It's a good idea to ask your social media followers questions and repurpose their responses, whether from their comments or by having them participate in a survey. When writing your blog article, make sure it is conversational, optimized for SEO, and full of actionable insights.
5. Make Videos
Videos are generally more engaging than traditional forms of content, making them the most popular way to share material. However, creating videos is costly and time-consuming, preventing smaller financial service businesses from using them. Nevertheless, if you have existing videos, you can repurpose them for your social media channels.
For example, you can take snippets from your webinars and post them one by one on social media. This tactic is effective if you demonstrate different services or have a featured speaker. You may also ask your customers to share video testimonials that you can post on your social media or home page.
You can also make educational-style videos by overlaying text on top of stock photos. All you have to do is take the key points from your blog content, statistics, case study, and other sources and use a video template to make a short video.
Alternatively, you may repurpose old content into an animated video, like the example below.
When you repurpose content, you can ensure that it’s relevant for a longer time and that it reaches a wider audience. Your website, blog, social media sites, and email marketing may all work together to promote your company from each piece of repurposed content.
You can repurpose an original content piece in multiple ways. The more alternatives that you provide to your audience for consuming your content, the more likely they are to be driven to your company and ultimately to your objective. So go through your data, apply these methods, find your best-performing content, and repurpose it into something new that provides even more value to new and existing clients.
Daryl Bush is the Business Development Manager at Authority Builders. The company helps businesses acquire more customers through improved online search rankings. He has extensive knowledge of SEO and business development.