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Leading wealth managers understand the value of quality content. Insightful, informative material can be a key differentiator, helping firms stand out in a crowded market. Among other things, wealth managers use content to reinforce brand credibility, strengthen client relationships and drive the sales pipeline.
Content isn’t just for advisors; it’s important to the home office too. There’s a premium today on building an enterprise-wide content strategy. That’s why more wealth managers now supplement their in-house created content with professional outsourced content. Some rely on an exclusive, preferred vendor, while others choose to draw on multiple sources to vary messaging and maximize choice.
In the past year, we’ve seen a lot of movement in the financial content production space, with multiple acquisitions pointing toward a broader trend of market consolidation. It may be a good time to reassess your content sourcing.
Make sure you have a partner who can help you execute on your enterprise goals. Below is a quick checklist to help verify that your content vendor sets the bar high.
1. Compliant and FINRA-reviewed
FINRA-reviewed content is table stakes in the industry today. If your vendor is selling content that isn’t FINRA-reviewed—run, don’t walk. You need a vendor who understands your audience, your industry and the critical importance of compliant communications.
2. Authoritative and insightful
Successful wealth managers help clients gain the perspective and insight they need to achieve their goals. The right content vendor can help you become an instant thought leader—one who regularly conveys deep industry knowledge and forward-looking expertise.
Verify that your content is produced by a team of experienced experts, including attorneys and financial advisors as well as tax professionals and industry insiders. Information runs through established industry networks—make sure your vendor is plugged in.
3. Timely and relevant
Clients look to you to help navigate change. You can’t serve them well with outdated and years-old content. The best content should convey constant innovation and forward motion. That’s why it’s imperative for your vendor to produce fresh, relevant material that addresses hot topics and issues your clients care about most. When markets move and tax codes change and new regulations emerge, you need to be there with the right content at the right time. Confirm your vendor is always ready for whatever comes next.
4. Educational and informational
Wealth managers deliver significant value when they help clients make better, more informed decisions. To that end, educational content should be accessible and written at an appropriate level—not too basic, not too erudite. More importantly, the content should serve to simplify complex ideas and plainly explain available options. Ensure your vendor provides genuinely meaningful and action-guiding content for every audience.
5. Multichannel and multimedia
Give clients more of what they want. Make sure your vendor delivers easily-digestible content in multiple mediums: Blogs, articles, infographics, white papers, videos, etc. Verify that the content is optimized for—and shareable across—every channel: Email, web, social, print, etc. Finally, look for material tailor-made for every situation: Newsletters, alerts, tax guides, market reviews, eCards, social posts, and more.
6. Voluminous and differentiated
Quality matters. Volume matters too. In a recent national study conducted by Broadridge nearly 25% of millennials said they wanted weekly contact from their financial advisor. Don’t risk duplicating what you share. Get access to the largest-possible content library.
In addition, your vendor should have the dexterity to create multiple pieces of content responsive to distinct audience needs. Revisions to the tax code, for example, will have very different implications for your ultra-high net worth clients compared to your middle-income clients. Content should reflect those differences. Similarly, military servicepersons, women, millennials and many other groups have distinct needs and interests. Make sure your vendor offers ample, differentiated content to draw from.
7. Flexible delivery options
There’s no one-size-fits-all approach to content delivery. Sometimes wealth managers need to empower advisors to make stronger connections with prospects and clients. In those cases, they need a robust, multifunctional platform that gives advisors on-demand access to a full library of content.
Sometimes, however, wealth managers simply need a la carte content their in-house team can translate into brand voice to supplement their existing library. In those cases, a full advisor-accessible platform is overkill.
Don’t spend more than you need. Make sure your vendor has the right delivery options for your firm’s specific goals—now and in the future.
Choose a partner who propels you forward.
If your content vendor checks every box, you’re probably already a Broadridge client. If not, let’s talk. Our innovations help wealth managers transform and systematize marketing operations. From precise prospect targeting using rich data analytics to AI-driven engagement, get the tools you need to stay in front of the market.
