Choosing content for your business can be challenging.

You’re naturally drawn to topics you find interesting or that answer a question you have. But that’s not necessarily the same as what your clients and prospects want. It could mean your marketing efforts miss the mark.

The good news is that with Yardstick Membership, whether you choose syndicated or bespoke content, you’re able to choose from a variety of blog ideas.

To help you get more out of your content and select articles that your clients will find valuable, we’ll be hosting a webinar exclusively for Yardstick Membership firms on 27 January 2026.

Click here to sign up for the webinar.

For now, here are five practical tips you can put into action next time you’re choosing content as part of your Yardstick Membership.

1. Define who your ideal clients are

Knowing who you’re writing for can make it far easier to select content that will appeal to your clients. Rather than writing for a vague audience, you can hone in on what’s important to your ideal client.

A business owner is going to be drawn in by a very different blog title than someone who is enjoying their retirement. Yet, according to research from Aegon, only a fifth of financial advisers say they have developed clear, defined profiles for the types of clients they wish to attract.

Doing some work on setting out who you want to work with gives you the chance to select content that supports your business objectives.

2. Choose content from a variety of categories

If you take our syndicated newsletter package, you’ll be familiar with the colour-coded categories we offer, from behavioural finance to lifestyle.

To offer you more variety and make it easier to select content that appeals to your clients, we’ll be adding two new syndicated content categories – “business owners” and “crypto” – to the list in 2026.

If you receive bespoke content, your content writer will produce blog ideas that are tailored to your business and clients, covering a range of areas.

Whether you have syndicated or bespoke Yardstick Membership, offering a variety of content can keep your newsletter fresh and interesting.

3. Use data to inform your decisions

Looking at what’s worked in the past can be a useful exercise.

You can log into the Yardstick portal to access newsletter data, such as your open rate and click-through rate. It’s a simple way to see what headlines are leaving your clients wanting to find out more, which can then inform your decisions about your next newsletter.

The Yardstick Membership webinar on 27 January 2026 will also show you the type of content that is most popular to help you boost engagement.

4. Track what your clients are asking you

Perhaps the best place to understand what your clients want to read about is your clients themselves. Keep a log of the questions they ask. The chances are that if one client is worried about a particular area, others are too.

Using your blog to answer common queries or ease concerns can support your existing clients and attract more right-fit prospects.

5. Keep an eye out for relevant, topical content

Sharing content that covers topics everyone is talking about can attract the attention of your clients and hold their interest.

These topics could be directly related to finances. For example, with the Budget having taken place in November, blogs that explain what the changes mean and how they’ll affect financial plans can really resonate with your audience.

Content that weaves in current news and links it to financial planning can also help readers connect with complex or difficult topics. From AI to the latest must-watch TV show, these types of blogs can make what readers might think of as “dull” topics more interesting and accessible.

So, next time you’re looking through the Yardstick syndicated blog list or the topics your content writer sends you, choosing something that’s topical could help you get more out of your content.

Our content team can help you choose content your clients will love

Whether you’re interested in bespoke or syndicated content, we can work with you to produce blogs and newsletters that will resonate with your clients.

Email hi@theyardstickagency.co.uk or call 0115 8965 300 to find out more.

Don’t forget to sign up for our exclusive Yardstick Membership webinar on 27 January 2026. As well as showing you the most popular articles, you can learn more about mistakes that reduce engagement and practical ways to get more from your Yardstick Membership in 2026.

Click here to sign up for the webinar.