On 20 July 1969, the Saturn V rocket stood ready at Cape Canaveral to change the world.
The 111-metre behemoth was the result of decades of planning, with over 400,000 engineers, scientists, and technicians checking and rechecking every bolt, weld, and calculation. One mistake could have been catastrophic.
As roughly 650 million people around the globe watched, the rocket, its team, and its brave astronauts achieved the impossible.
Decades later, few remember the rocket’s thrust or the guidance computer’s memory. What endures are Neil Armstrong’s immortal words: “One small step for man, one giant leap for mankind”.
Just as engineering made the landing possible and the footprint on the moon made it unforgettable, financial content demonstrates your expertise, while lifestyle articles give clients something memorable and relatable.
Continue reading to find out why you should consider complementing your financial content with less technical blog and social media posts, and how lifestyle content can elevate your communications.
Financial content proves your expertise, but alone, it may not be enough to engage clients
For financial planners, there’s little doubt that technical content is essential.
Blogs, newsletters, social media posts, and guides that explain pension rules or tax changes can demonstrate your expertise and credibility.
They show clients that you understand the complex financial decisions they face in their day-to-day lives.
This technical content is essentially the rocket that helps your marketing take off.
However, while financial articles establish expertise, they don’t always leave a lasting impression. Clients may read and absorb your advice, but the content may not be the most memorable.
This is where lifestyle content can be incredibly beneficial. It shouldn’t replace financial content, but enhance it.
Articles about wellbeing, travel, or hobbies, such as “5 ways to get back into reading” or “10 simple habit changes to improve your health”, can complement your technical expertise.
They create engagement, make your firm relatable, and help clients remember the content that matters most.
Lifestyle articles make your client communications more human
Lifestyle articles aren’t filler, but rather helpful tools. Here are three ways they can strengthen your communications with clients.
1. You can showcase your firm’s values
Lifestyle articles give clients insight into your firm’s personality and principles.
For instance, if your team is passionate about charity work, you could write about the initiatives you’ve supported or any events you’ve taken part in.
Or, if sustainability is important to your firm, lifestyle articles on eco-friendly choices could help attract like-minded clients.
You could even include team updates, which allow readers to connect with the people behind the scenes who are helping them achieve their long-term goals.
This human element builds rapport while also increasing the chances your firm will be remembered when clients are seeking someone with the expertise to help them.
2. You can resonate with your ideal clients
A simple way to choose lifestyle content that engages clients is to focus on what matters most to them.
It’s worth paying attention during conversations and remembering what hobbies they talk about, the activities that occupy their weekends, and the local events that matter to them.
This can help you identify topics that clients will relate to.
Lifestyle articles that reflect these interests can make clients feel understood and comfortable working with your firm.
This not only builds trust, but also strengthens connections that bring clients back to your communications again and again.
3. You can create memorable, human moments
While financial articles do demonstrate expertise, lifestyle content can give your marketing efforts personality.
Indeed, articles about wellbeing or travel can create moments clients will remember.
For example, a piece about mindful morning routines, a guide to local walking trails, or a reflection on the importance of being kind can leave an impression that financial content cannot.
These stories essentially humanise your firm and increase the chances that readers will open your next newsletter, share your content, or remember your firm when the opportunity for a recommendation arises.
Get in touch
Just like Apollo 11 required both engineering and human moments to make history, your marketing can benefit from both financial expertise and relatable content.
To find out how the Yardstick Agency could help your firm make the most of engaging lifestyle content, please email hi@theyardstickagency.co.uk or call 0115 8965 300.
