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Intelligent Content Suddenly Matters In An Age Of Social Networking

“Canned content” — that’s how investment advisors often refer to articles Advisor Products posts on advisor websites. In an age of social networking, however, that’s changing.

The content Advisor Products makes available on over 1,100 investment advisor websites is valuable in a social media stream.

If you’ve been too preoccupied with client relations and investment research since 2008 to notice, social networking has become a useful way to communicate with clients and allied professionals. It’s a way for prospects to find out about you.

For example, let's take Bill, the owner of a small company that makes force-measurement gauges. You meet Bill through a friend.

Before giving you money to manage, Bill naturally would like to get to know you.

How can he do that?

The best way is to connect on LinkedIn, Facebook, or Twitter.

Social networking makes it easy for Bill to stay in touch, but it’s impersonal enough so that Bill won’t feel obligated to hire you or even respond to you. It’s safe socially.

One day two or three years from now, Bill gets an offer to sell his company. Bill needs professional advice.

The content you've been posting on LinkedIn about succession planning for business owners suddenly matters.

Social Media Content Stream For Financial Advisors, a new solution from Advisor Products, uses videos and articles created by Advisor Products and posted to your website as the basis for a social media content stream about wealth management.

Advisor Products writes 12 articles a month that you can post to your website and three tweets about each article. We make that accessible in the AdvisorSites BackOffice.

You can copy any tweet from the BackOffice and send it out to your connections, linking them back your your website.  (In March, we’re launching a dashboard to automate and schedule the tweets.)

Keep in mind, content written by Advisor Products won’t replace your own original tweets. Nothing replaces your ideas, your voice.

However, since creating content about wealth management is time consuming, it’s nice to be able to rely on the Social Media Content Stream For Advisors to augment content that you create.

I’ve written about wealth management for 29 years. I quit consumer journalism and founded Advisor Products in 1996, and I’ve been leading our effort to produce news about wealth management since then. Calling what Advisor Products content “canned” has bugged me for many years. But I’m feeling pretty good about the way things have changed.

Suddenly, the content Advisor Products produces about wealth management is valuable to advisors serving high-net-worth individuals (HNWIs) and ultra-HNWIs. Suddenly, intelligent content about best practices in wealth management for HNWIs is important.
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Questions?

How and why does the Advisor Products system work?

In today’s times, when consumers have become more demanding and tech-savvy, financial advisors must use content marketing to attract, inspire, engage, and convert their prospective customers.

A good content strategy is focused on developing and distributing consistent, valuable content to engage and retain prospective customers and target audience, via your website. Our content library provides financial advisors with fresh, high-quality financial content that is updated regularly, improving SEO along the way. And our automated e-newsletter and social media tools allow advisors to reach out to clients and prospects in an easy-to-use manner, providing frequent touch points for optimal brand building.

  • Differentiate you from competitors
  • Expose clients and prospects to your brand message more frequently
  • Build an ongoing relationship with customers
  • Increase your follows and fans on social media
  • Drive more prospects to your website
  • Help convert prospects into leads
  • Increase number of pages indexed in Google
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