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Curation Facination: Technology Taming Information Overload Is Backfiring
Content curation — discovering, gathering, and presenting digital content — is popular across the Web and is now growing rapidly in the financial advisor world. Apps to allow advisors and vendors to advisors are becoming more common. But the success of these efforts is likely to be derailed by the explosion in the growth of curated content and by personalization.
Content curation is popular because it usually means not producing content but sharing content you find valuable, which in and of itself can have great value.
As a financial advisor, you are reading content on the Web to keep up with investing and wealth management. Doctors, lawyers, corporate executives, and business owners that are your clients and prospective clients don’t have the time or inclination to read what you do.
By sharing the best stories in the Wall Street Journal, Journal of Portfolio Management, and other specialized knowledge with your clients and prospects, you provide a valuable service. You can also make aggregated content more valuable by writing about what these publications are saying and adding your analysis.
By providing clients with your viewpoint on content that is special and specialized, you make help them by putting in front of them information and ideas about wealth management that they would otherwise be very unlikely to see. Hence, content curation is seen as a solution to the information explosion.
Trouble is, we’re seeing such an increase in curated content that it is, ironically, contributing to the information overload that it’s supposed to alleviate.
Content curation is a good thing but it does not replace content creation. If you are engaging in content curation as a marketing tactic, that’s great. But presenting your own original ideas is the most valuable content you can provide.
While many really cool apps for content curation are available and more are on the way, advisors who can regularly create their own original content will succeed at content marketing.
Concurrent with the development of many new apps for curation that can make aggregated digital content look very elegant on smartphones, tablets and desktops, apps for content personalization are growing. These apps, such as Zite, let you select your interests and then send you your own personalized magazine with content about the topics you care about most. Content personalization trumps content curation.
If people can choose between reading a digital magazine you provide about investing and one that is personalized to their interests about investing, they are likely to choose the personalized app because content you curate will not be as well aligned with their interests.
The most important content you can provide clients is original content.
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
What products and services do you offer?
Can I buy services if my website is not hosted with you?
What can I expect during the onboarding process?
What if I have questions after my website is built?
Seeing is Believing.
See how easy it is to get started with our all-in-one digital marketing platform that drives leads, encourages referrals and increases client engagement.
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Advisor Products delivers high-quality, FINRA approved financial news articles and branded weekly financial videos published automatically to your financial advisor website. We also offer marketing tools like our easy-to-use financial blog, automated financial enewsletters, social media marketing tools to help financial advisors disseminate content quickly and easily.
Advisor Products delivers high-quality, FINRA approved financial news articles and branded weekly financial videos published automatically to your financial advisor website. We also offer marketing tools like our easy-to-use financial blog, automated financial enewsletters, social media marketing tools to help financial advisors disseminate content quickly and easily.
