This post was authored by Adem Tumerkan, Dunham's Content Writer. If you have questions concerning today's topic, please call us at (858) 964 - 0500. Hold us to higher standards.

There’s an old saying in marketing—especially in the digital age:

“Content is king.”

For financial advisors, content marketing isn’t just an option—it’s a necessity.

With countless digital platforms available, prospective clients are overwhelmed with information. They crave trustworthy, expert-driven content that simplifies financial concepts and helps them make informed decisions.

The Demand for Financial Advice is Higher Than Ever

A recent survey from Intelliflo - a leading cloud-based technology platform for financial advisors - found that:

• 71% of Gen Z (ages 18-25) and 72% of Millennials (ages 26-41) want financial advice but don’t know where to find it.

According to Jennifer Valdez, President of Americas at Intelliflo:

"There is a significant need and desire for financial advice across the board, but many simply don't know how to access it."

This presents a huge opportunity for financial advisors—those who create valuable, easy-to-understand content will be the ones clients trust and turn to.

Why Content Marketing Works for Financial Advisors

Traditional outbound marketing—relying on ads, media placements, and endorsements - is becoming less effective.

Instead, inbound content marketing helps advisors:

• Attract high-quality leads through informative, educational content.
• Build credibility and trust by showcasing expertise.
• Engage existing clients with timely market insights and financial tips.

And more financial advisors are realizing this…

How Financial Advisors Are Using Content Marketing Successfully

According to a 2023 Broadridge survey:

• 53% of financial advisors regularly share educational content with clients, primarily through newsletters.

Figure 1: Broadridge 2023 Survey

Advisors who did this saw higher client engagement and retention rates.

What about the other 47% who didn’t?

The most common barriers were:

• Lack of time to create content.
• Uncertainty about where to start.
• Compliance concerns when publishing financial insights.

Sound familiar?

If so, don’t worry - there are ways to simplify content creation without overwhelming your schedule.

Simplifying Complex Topics - The Power of the Feynman Technique

Richard Feynman - the Nobel Prize winner in Physics and a guru in simplifying intricate subjects – taught us a vital lesson.

Complexity and technical jargon often camouflage a lack of true understanding.

Or, as the renowned statistician and economist E.F. Schumacher, once said:

“Any intelligent fool can make things bigger, more complex, and more violent. It takes a touch of genius—and a lot of courage—to move in the opposite direction.”

These brilliant men understood that by simplifying our initial explanations and refining our feedback through analogies trumps talking at too high of a level.

Thus, Feynman's learning method involves four pivotal steps:

• Choose a Concept: Select a financial topic you’d like to explain.
• Explain It Simply: Describe it as if teaching a child, avoiding jargon.
• Review for Gaps: Identify any areas you need to clarify or simplify further.
• Refine and Repeat: Keep improving your explanation for clarity.

Having the ability to explain a complex topic to the general public is a powerful tool.

Many clients – I’d imagine - don’t want to have a PhD economics or collegiate finance course taught to them.

They simply want things broken down in an easy-to-understand way that helps them.

Thus, as a financial advisor, this is a strong method to potentially increase client retention and trust.

Now, you may be thinking, “What if I don’t have the time to write compelling content constantly?”

If that’s the case – don’t fret.

Instead, look into leveraging quality third-party content effectively. . .

Don’t Have Time to Create High-Quality Content? No Problem

If writing original content feels overwhelming, consider leveraging third-party content:

• Share high-quality financial articles on social media.
• Curate timely industry insights in your newsletter.
• Repurpose existing content (e.g., turn blog posts into short LinkedIn videos).

For instance, a 2023 Putnam Investments survey found that:

• 68% of advisors who gained new clients used original or curated content.
• Only 46% of advisors without content marketing gained new clients.

The takeaway? Whether you create or curate content, staying visible online is essential for attracting and retaining clients.

Final Thoughts: Building Trust Through Content

In today’s information-saturated world, financial advisors who provide valuable, relatable content stand out from the competition.

A winning content strategy could potentially:

• Enhance brand recognition
• Engage & retain existing clients
• Attract high-value prospects

Even if time and content ideas are a challenge, outsourcing or sharing quality content can be just as impactful.

Not sure where to start? Simply reach out to our Dunham Business Development Team. They can assist you in tailoring our articles, ensuring compliance, and accessing our Dunham Content Vault.

Telephone: (858) 964-0500 or send us an email through our contact form.

Sources:

1. https://www.prnewswire.com/news-releases/nearly-3-in-5-americans-59-want-financial-advice-but-are-not-sure-where-to-get-it-according-to-intelliflo-survey-301494402.html
   
   
2. https://www.broadridge.com/advisor/insights/financial-advisor-marketing-trends-report
   
3. https://www.putnam.com/static/pdf/Putnam-Social-Advisor-Survey-2023.pdf

Disclosure:

This communication is general in nature and provided for educational and informational purposes only. It should not be considered or relied upon as legal, tax, or investment advice or an investment recommendation, or as a substitute for legal counsel. Any investment products or services named herein are for illustrative purposes only and should not be considered an offer to buy or sell, or an investment recommendation for, any specific security, strategy, or investment product or service. Always consult a qualified professional or your own independent financial professional for personalized advice or investment recommendations tailored to your specific goals, individual situation, and risk tolerance.

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