Finding time to write isn’t easy, especially if it doesn’t come naturally to you.

A blank page can feel daunting, even when you know exactly what message you want to deliver and passionately believe in the value of that message.

Pressing send can be a huge relief. But releasing your content into the wild is only the start. You also need to know that your content will work hard for you.

Keep reading for five simple ways to get the most out of the marketing content you send.

1. Target your clients

Let’s start with an easy one. You know your clients. You speak to them regularly, listen carefully to their concerns, and help to allay their fears.

They’re individuals with their own personal circumstances, but there’ll be crossover too – approximate wealth level, closeness to retirement, or primary financial concerns, say. You probably have a keen sense of your “ideal” client.

Write with them in mind. This can help you:

• Pitch your language appropriately
• Decide how much technical detail to include
• Choose topics that directly address their worries.

Your clients might fit into two broader categories – retirees and business owner accumulators, say – in which case segmenting your mailing list might help to ensure you target each demographic successfully.

2. Provide solutions

You want your marketing content to drive engagement, nurture client relationships, and build trust.

Strong newsletter content sent regularly (see below) will keep you top-of-mind for clients and prospects and ensure you’re their go-to adviser when a financial question arises.

Whether it’s market volatility, pension and Inheritance Tax rule changes, or an approaching Budget, you know the questions your clients are asking and the difficulties they face.

Use your newsletter content to answer these questions.

Once you have your reader hooked, you can throw lifestyle content and team updates into the mix. These educate your readers on non-financial matters and help to nurture ongoing relationships by highlighting the people that make your business what it is.

Charlotte recently wrote about five practical tips for producing engaging and compliant financial content, so start here.

3. Provide the same solutions again

By which I mean, don’t be afraid to repeat yourself.

Even key messages take time to stick, and some evergreen issues simply crop up again and again:

• Market volatility and the need to stay calm
• Estate planning in a changing landscape
• Life events that mean it might be time to revisit your will.

And countless others.

Repeating a key message increases the likelihood that your readers will remember it, allows you to reach a new audience, and builds trust through consistency – if you’ve said it more than once, it must be true. This also instils confidence and ties you to the message you’re delivering.

4. Make your reader’s next steps clear

Having taken the time to impart your wisdom, you want to reap the rewards. And that means a strong call to action that is clear and makes it easy for your client to move forward.

Decide what you want your reader to do next – book a call, subscribe to a mailing list, leave a review – and ask them to do it.

Explain why you think it’s a good idea. If you’ve used your blog to detail a problem and suggest a solution, make clear in the call to action how taking the next step will help.

And make that step easy. Create a link that takes the reader where they need to be and emphasise only the important words to make the hyperlink clear.

“Click here to book a call today and discover how we can help” places the emphasis in the wrong place.

Instead, try “Book a call today to discover how we can help you.” This makes the outcome of clicking the link obvious.

5. Send your content regularly

Just as a repeated message builds confidence and suggests reliability and trustworthiness, so does regular content.

And staying at the top of people’s minds means not waiting three months between contact points.

Monthly content adds three times the value, allows you to deliver topical, timely content, and positions you as the go-to expert when an issue arises.

Phil addresses the issue of weekly, monthly, or quarterly content here, and the message – not to mention the evidence – is clear.

Get in touch

If you’d like help getting the most from the content you write – or you’d like to outsource the writing part completely – contact us now.

At The Yardstick Agency, our expert team can help you target your audience with engaging, educational content that keeps you top-of-mind for clients and prospects.

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