Communications and Content Creation Series 1: Audit and Assess for Success

Unfortunately, new social media platforms may also mean a host of new “helpful” suggestions from coworkers on how to put it to use or what to post. And of course, new platforms mean many questions about compliance with advisor advertising regulations.

For financial advisors and their firms, coordinating communications and content creation details can seem like an overwhelming chore. Leadership may not understand the benefits of a communications plan and timeline. That may mean missed opportunities to convert prospective clients. In this series of articles, we will provide tips on how to streamline communications to capture interest, leads to through a pipeline, and convert more leads to clients. The first question may be one of, wait, is this for us? Here’s how to know if you need a communications and content creation calendar and how to begin the process of creating one.

Each month, it seems like there is a new social media platform popping up. For example, just last month, Meta, the parent company of Instagram and Facebook introduced Threads, a competitor to Twitter. Recently, we even encouraged advisors to consider using Substack for their marketing efforts given the ease of use and a growing acceptance of the platform.

The launch of new platforms means that marketers have to make decisions concerning how their marketing plans will respond. Those decisions may include whether to incorporate the new platform, and if so, in what way. Unfortunately, new social media platforms may also mean a host of new “helpful” suggestions from coworkers on how to put it to use or what to post. And of course, new platforms mean many questions about compliance with advisor advertising regulations. If the launch of a new platform rattles your marketing department, it may be because your firm’s communications plan is based too much on responding and less on a clear executable strategy.

Hallmarks of a lack of clear content creation strategy include: 1) deficit of deadlines; 2) deliverables that aren’t sparking conversation; 3) an unclear sense of whether the content is working; and 4) a missed opportunity to highlight an event or holiday. When a communications or content creation program lacks an executable strategy, those implementing it spend too much time in reactive modes which may lead to burnout, mistakes, and turnover. Each of those negative results may reduce lead conversion and potentially impact client retention.

But before you whip out your pen and start drafting a communications and content creation calendar there are a few elements to consider. First, a communications calendar should nestle into a marketing calendar. That means, the goals of communications and content creation should be those that mesh with your firm’s marketing goals. Before any other aspect of the calendar is addressed, you will need to audit and assess.

Second, audit what calendars and internal project management systems you are currently using. By starting with this step, you may be able to use free templates and systems already built into your software. For example, project management software companies like Asana, Coschedule, and Smartsheet offer a free communications calendar templates.[1] If you don’t already have a template available, you should choose a system that will provide the most visual punch, so that your whole firm can see how communications strategy plays out across channels and audiences at a glance.

Next assess what resources you have. Auditing isn’t just for systems; it should include the human talent involved too. That should include your available team, their talent and time constraints, and how often you have chosen to publish.

Audit your software options and assess your team first, before looking at the stated marketing goals for your firm. By doing that, you’ll be able to address which marketing goals can be best assisted with communications and content creation. This may mean selecting only a handful of marketing goals that can be achieved within your available system and with your available resources.

This is the first in a series of articles on communications and content creation for advisors. Next month, we’ll discuss making measuring meaningful and metrics to monitor.

[1] Asana:;

These articles are prepared for general purposes and are not intended to provide advice or encourage specific behavior. Before taking any action, Advisors and Plan Sponsors should consult with their compliance, finance and legal teams.

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