Startup Marketing Secrets For Advisors – Part 1

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The Marketing Secret That Startups (& Advisors) Use to Beat The Big Boys

What do all BIG companies have in common? Money. Money that they can put towards their marketing budget, with which they buy fancy advertisements on buses, billboards, televisions, radios and mobile phones. The e-Trade baby anyone?

We entrepreneurs (yep, advisors are entrepreneurs) don’t have big budgets. We have something else, something unique, inexpensive and yet very powerful. If you said common sense, you’re right. But I’m talking about something different. We’ve got Content. “Content is the new Black.” Entrepreneurial companies like RunKeeper, Foursquare, and Hubspot create content so good that they could sell it. But they don’t, they give it away. They use their unique content to cut through incredible marketing noise to reach hundreds of thousands of readers across the web. All with Virtually No Marketing Budget. Such is the power of Content Marketing.

So what exactly does content marketing mean? Content marketing means using content to create inbound interest in your business. It is built on giving your audience information that entertains, educates or strikes a nerve. Most importantly it MUST be from YOUR PERSPECTIVE. Be opinionated. You can even be wrong. But take a stand. In short: teach something. But here’s the twist, teach something about you and teach your audience about themselves. It’s your unique perspective, free of corporate BS and “playing it safe” language that makes content marketing work. That what makes it Killer Content and gives you the upper hand compared to the corporate crowd.

Create blog posts, videos, photos and podcasts that will make peoples lives better, more interesting and more entertaining. The best part is Killer Content builds trust – an advisors stock and trade.

Don’t know how to create killer content? Try this content strategy guide:

Four Simple Steps to Financial Content that Works

Once you’ve got great content, make it do double and triple duty: 

  • Multiply your distribution – Post on other Blogs and higher traffic websites and link back to your site.
  • Promote, Promote, Promote –  Start with your blog, put links on Twitter (multiple times on multiple days), post on Facebook, send it to Linkedin. Spread it around and don’t stop.
  • Cross promote – Jump into online conversations about your topic, link to others content and your own as part of your dialogue.
  • Repurpose with Multiple Versions – Create whitepapers that can double as posts or better yet, a series of posts.
  • Be creative. Create your content in different forms – in video, ebooks, infographics, podcasts, and etc.

In the comments, tell us who you think are the best content marketers you’ve seen and include a link and we’ll do a round up and analysis to show you how they do it!


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Yvonne is a dynamic social media entrepreneur. Her expertise lies in creating identities and branding for clients within the digital space. Engage with her @Yvonnetnt
  • John Prendergast December 1, 2011, 7:44 pm

    Ok, I may be biased but I think three of the best content marketers among Advisors are: 

    1) Carl Richards with:, The Book – &

    2) Jeff Rose with:,, &

    & 3) Zack Miller with: &

    Regardless of whether you agree with them or not, these guys have built a following that drives business.

    • BehaviorGap December 2, 2011, 3:41 pm

      Thanks John….given how much you know about this subject I take that as a real compliment!

      My vote would be for Tim Maurer:

      Very cool use (and consistant) use of radio and video…plus smart as a whip!

      Carl Richards

    • Tradestreaming December 2, 2011, 9:11 pm

      i’ll echo Carl’s remark with a big fat thanks.  Frankly, I’m honored.

      When an advisor begins producing a lot of valuable content (like my podcast, ebooks, blog, newsletters, etc), it takes time to build an audience.  But, it’s totally rewarding.

      You guys are doing great work.

  • Alex Murguia December 1, 2011, 8:10 pm

    Really it is not even close

    By far– the best is Ric Edelman- Books books and more books. By AUM/Rev generated, the trophy goes to Ken Fisher- articles, articles and more articles. Over 40B in AUM.