Risks and Rewards of Creating Authentic Content

Risks & Rewards of
Risks & Rewards of
Creating Authentic
Creating Authentic Content
Content

Maggie Crowley, Marketing Coordinator
sales@advisorwebsites.com | 1-866-638-0273 x212

SPEAKERS

Maggie Crowley

Stephanie Holmes

Marketing Coordinator
Advisorwebsites.com

CEO
The Money Finder

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AGENDA
Consumer
What
Risks
3

behavior is changing

is content marketing?
& rewards

ways to create valuable content

Next

steps

Questio
ns

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GOOGLE IS THE NEW YELLOW PAGES

% OF PEOPLE WHO DO
INTERNET SEARCH

91

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WHAT ARE THEY LOOKING FOR ONLINE?

70%

would rather learn about your firm
reading an article rather than an
advertisement

68%

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WHAT IS CONTENT MARKETING?

Creating and distributing relevant and
valuable content to attract, acquire, and
engage a clearly defined and understood
target audience – with the objective of
driving profitable customer action.

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LIKE WHAT?

Blog

Whitepapers

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Video

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RISKS

Ain’t got time for that

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RISKS

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REWARDS – VAST NEW OPPORTUNITIES

Top 3 rewards:
1.

Build your brand

2.

Establish credibility

3.

Become an expert

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COMPANIES THAT BLOG

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COMPANIES THAT BLOG

57%
of marketers acquired
customers from blogging

Source: State of Inbound Marketing, Hubspot, March 2012

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3 ways to create valuable content

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BEST PRACTICE TIP #1

Curate
Comment

Craft
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CONTENT CURATION
Action steps:
• Start once per month
• Find and share relevant pieces

• Write a few sentences on why
you thought it share worthy
• Use images
• Ask questions
• Then promote on social media

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CONTENT CURATION

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CONTENT CURATION

What about the risks?
•

As little as 1 hour a month

•

…And the rewards?

Second set of eyes
Share your plan with compliance

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Gives you a lot more than an online
resume with little writing

•

A good place to start

•

•

•

Allows you to build confidence in
your writing

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FIND, COMMENT, SHARE
Action steps:
• Start twice a month

• Find & share relevant pieces
where you have a supporting or
contradictory opinion
• Write a short piece linking to the
original piece
• Ask questions
• Then promote on social media
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COMMENTING ON CONTENT


…And the rewards?

• As little as 2 hour a month

• Gives you an authentic voice online

• Second set of eyes

• Makes you more searchable and
shareable

• Share your plan with compliance

• A good place to grow
• Allows you to take the next step
without creating content from
scratch

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CRAFTING ORIGINAL CONTENT
Action steps:
•

Start once a week

•

Create a list of topics you are
passionate about

•

Write 250-500 word pieces

•

Use images

•

Ask questions

•

Promote on social media
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CRAFTING ORIGINAL CONTENT

And the rewards?

•

As little as 1 hour a week

• Builds your brank

•

Second set of eyes

• Makes you more memorable

•

Share your plan with
compliance

• A good place to be a leader
• People get to know you before
they meet you
• Attracts clients and COI from
anywhere

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CASE STUDY: BLOGGING IN ACTION

Jeff uses his blog to answer
frequently asked questions

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BLOGGING IN ACTION

“Life insurance retirement planning”

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38 Million
results

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Blogging:
search
engines love
blogs

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All these
companies
pay for results

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A SIMPLE ALTERNATIVE: WHITE BOARD VIDEOS

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NOW WHAT?

1. Decide where to start
2. Put it in your schedule
3. Treat it like a sale…..one day it will be
4. Start your list
5. Make a plan
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EDITORIAL CALENDAR

Date

Topic

Friday, February 7

Saving for college

Thursday, March 13

3 tips for retiring couples

Tuesday, April 1

What are annuities?

Wednesday, May 1
Thursday, June 19

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REQUIRED TOOLS:
A website

Choose one with a built in blogging
platform that is user friendly

A second set of eyes

If you don’t have a captain-grammarpants on staff, hire a free lance editor

Time

There is no two ways about it, writing
your own content will take time.
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NEXT STEPS


THANK YOU

…questions?

Risks and Rewards of Creating Authentic Content

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