The Guin Saga is thought to be the longest-running book series in history. Author Kauro Kurimoto published the first book in 1979 and went on to write another 129 volumes. After her death, other writers continued the story, and there are currently an estimated 149 novels in the main series, plus 27 side stories.

On hearing this, you might wonder how the authors can write about the same characters and settings over and over without boring their audience.

It’s a question you might ask about financial planning content, too.

Although it’s important to come up with fresh ideas, there are lots of key financial planning topics that you’ll need to revisit often. For example, your clients might need regular reminders about their ISA allowance or the tax benefits of contributing to a pension.

But if you present readers with the same topics, written in the same way they’ve seen them countless times before, they’ll switch off.

Luckily, if you approach the content in the right way, you can keep it engaging.

Here’s how to write about the same topics over and over without boring your audience.

Keep it topical

The news cycle is a brilliant source of inspiration when looking for content ideas.

In the Yardstick content team, we naturally cover a lot of the same topics when writing for our clients. To make sure we keep things relevant, we have a monthly ideas meeting where we share news and content from trade publications and discuss potential article ideas.

By focusing on topical issues and current events, we can make well-trodden topics more engaging and relevant.

For instance, your clients might not be that interested in an article titled “How does the ISA allowance work?” if they’ve read about it several times before.

Yet, they might have seen recent headlines about proposals to reduce the Cash ISA allowance. So, an article titled “How plans to reduce the Cash ISA allowance might affect you” could be more enticing.

Despite this topical framing, much of the article will cover the same information about how the ISA allowance works.

Focusing on current events is also important because your clients will want to know about changes to legislation or global market movements that might affect their financial plans.

By staying on top of the latest news and writing topical content, you keep your clients up to date with key developments and make common subjects more relevant.

Take advantage of new data

Including facts and figures helps you write more insightful content and makes the information you share with clients more reliable. If you want to learn more about this, my recent blog on writing reliable content in a world of online misinformation could be useful.

Highlighting new statistics also encourages clients to engage with the content, even if they’re already familiar with the subject.

For instance, Scottish Widows publishes an annual Retirement Report with all kinds of data about how prepared people are for later life. The 2025 release revealed that 39% of people will fall short of a minimum lifestyle in retirement.

It’s likely that you’ve shared content about increasing pension contributions plenty of times in the past. But this new data from the latest retirement report demonstrates there is still an issue with people under-saving for retirement, and the topic is worth revisiting.

Find an interesting angle

Metaphors, analogies, and unique hooks (like the opening of this blog) are your friends when you’re trying to make content more interesting, especially if you’re retracing common ground.

We use these techniques a lot in the Yardstick content team.

By framing the same financial planning topics in unique and unexpected ways, we’re able to keep the content fresh.

Some recent examples include:

• 3 inspiring lessons in finance from tennis champion, Rafael Nadal
• What ‘We Didn’t Start The Fire’ can teach you about markets and global events
• What the Back to the Future ripple effect could teach you about financial planning

All these articles teach clients about valuable financial planning topics, including setting goals or investing for the future, but they’re packaged in a far more exciting way.

This stops clients from getting bored with reading about the same topics and ensures you can keep them regularly engaged with important aspects of financial planning.

Get in touch

If you’re struggling to find new and interesting ways to cover core financial topics, our content team can help.

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