As a financial planner creating regular content that’s informative and creative can be a challenge. Here’s why events and popular culture can be valuable.
From the Commonwealth Games to the latest blockbuster film, weaving references into your titles and content could improve engagement. Here are three reasons to use topics everyone is talking about next time you put together content ideas.
1. Use awareness days to become part of conversations
There are thousands of awareness campaigns. It can seem like there’s one for everything, from International Coffee Day (1 October) to National Work-Life Week (12–15 October).
Back in March, women and finances were suddenly being discussed everywhere. Social media was awash with gender pay gap figures, the news was covering the pension gap, and experts were giving their opinion on the long-term effects of divorce on finances.
While you may not have realised it, this content marked International Women’s Day on 8 March.
As a financial planner, it was the perfect opportunity to show how you could help women achieve financial security and their long-term goals.
Whether you write a short social media post or an in-depth blog, using awareness days can help you be part of these conversations. It’s a good way to connect with both clients and prospects.
Here are just a few of the awareness campaigns that are coming up in the next few months that you could use to create content:
- Pension Awareness Day (15 September)
- Good Money Week (3–7 October)
- National Pension Tracing Day (31 October)
- Talk Money Week (7–11 November)
- Will Aid Month (November).
Awareness days don’t have to be directly linked to financial planning to be useful. An event to raise awareness of an illness could present an opportunity to discuss the benefits of taking out appropriate financial protection.
Even those that don’t link to financial planning can be valuable inspiration for lifestyle content that your clients will enjoy. If lifestyle content is something you’ve been neglecting, read this blog to find out why you should include it.
2. Inject some fun and personality into your content
There are many reasons why people choose a financial planner. Alongside your qualifications and experience, how well a prospect “clicks” with you is important.
Content that’s fun and unique is a great way to show off your personality and what’s important to you. It can give prospects an idea of who you are before they even arrange a discovery meeting. Shared interests could prove a useful conversation starter that puts them at ease and encourages them to get in touch.
It’s a valuable tool for existing clients too. Content that reflects you and your passions can help clients feel connected when they read it.
3. Make your content attention-grabbing and shareable
Let’s face it, some financial planning topics, while important, can be dull. Using events and pop culture can make the content relevant and could encourage people to click the link to read more.
If you’re looking to grow your business, creating shareable content could help you reach new prospects. Content that has a different angle and a title to capture attention is far more likely to be shared.
The two titles below could cover the same key points, but the second could entice more people to read it.
- 5 important ways to pass on your estate to loved ones
- 5 essential things House of the Dragon can teach you about legacy and wealth planning.
There’s still a place for serious, formal content on your website, but striking a balance can help you engage with as many people as possible.
If you’ll be sharing your content on social media, don’t forget to spend a few minutes checking hashtags. When you’re sharing content for Pension Awareness Day, adding #PAD22 – the hashtag used by the organisation running the event – could help you reach new audiences, for instance.
Do you need some help creating engaging content?
If you don’t want to spend your time keeping up with what’s happening, or have no idea how to connect the latest series of Ozark to financial planning for your clients, don’t worry, we can help.
Every month, our team produces an array of content you could use, from serious guides to blogs that use pop culture to draw readers in.
Here is just a handful of the titles our talented team has written that use pop culture and events to attract readers:
- What the Apollo space missions can teach you about your retirement
- 3 powerful ways Better Call Saul can help you spot financial scams
- Why a good investment strategy is not a sprint: it’s the London Marathon
- 5 positive lessons The Repair Shop can teach you about your money.
If you want to learn more about how we can help you, email us at hi@theyardstickagency.co.uk or give us a call on 0115 8965 300.
