Are you overwhelmed with creating content for your firm? Does it seem like there’s never-ending demand for additional content from your marketing team?
In this article, we’ll discuss creating a content machine so you can stay ahead of the content curve.
Consider Your Target Audience
The number one rule for creating content is to consider your target audience. Make sure the content you’re developing is already in demand, even before you create it. The best way to do this is to think about what types of conversations you have with your clients. What questions do they ask?
If you are an asset manager, tap into your sales team to understand what objections they’re hearing and what types of information might be unclear to financial advisors and investors. Use those topics in your content.
Determine What Type of Content to Create
The format you choose for your content can be just as important as the content itself. If you have a complicated topic that’s just too hard to explain on paper, use video. If a topic is too long for a video, split it out into multiple flyers or even an email campaign. Regardless of the type of content you use, make sure it’s skimmable and that you’re supporting your topic with high-quality graphics.
The Machine Part of the Equation
Now comes the best part…the machine. When creating content, whether it’s a video, a report, or an email, always think about how you can parse that out into smaller pieces.
For example, a video can be split up into smaller videos to use on social media or within emails. You can take a flyer and divide it into social media graphics, or an email campaign.
Once you have that solid piece of content developed, consider ways to parse it out and use it more broadly so you get maximum mileage out of it.
We Help Clients with Content Daily
We’ve talked about creating a content machine based on:
- Understanding what your target clients want to hear about
- The formats they’re most receptive to
- Parsing out your content to make it go further
At Marketing Intent, we help our clients with content daily.
If you need help, reach out to us, and we’d be happy to help you make you content go further.
