The Socially Savvy Advisor + Website: Compliant Social Media for the Financial Industry

Chapter 21What Types of Content Work Best?

When it comes to doing business in today's wired society, social and digital media are absolute musts. There's simply no point to avoiding it, as social media has fast gone from nice to have to must have. Content is at the heart of all social media activity. It's what your audience craves, and everything you post is considered content. But the Web is saturated with content, both good and bad, from the factually informative to the practically irrelevant. So how can your voice be heard over all this noise? What kind of content works best? The key is to provide your audience only with effective, targeted content that speaks directly to their needs or desires.

The Benefits of Content Marketing

Creating great content is certainly worth the effort. When delivered to the right people, outstanding content can:

• Enhance your social media presence—Each time you post knowledgeable content, particularly if you do it consistently, you establish yourself as an influencer in a relatively short span of time.
• Elevate and solidify your brand—This goes hand-in-hand with building up a strong social and digital media presence. People are simply more likely to purchase a product or use the services of a brand they've come to recognize.
• Position yourself as the go-to authority on a particular issue—Stellar content, especially if it's laser-targeted, can go a tremendous way toward culturing a perception of yourself or your firm as the authority and resource ...