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Three Keys to Content Marketing

Good content marketing is tricky. There’s a lot of it out there, and in a lot of different formats. How can you consistently generate content your clients will connect to?

Over years of practice, we’ve learned that clients respond most positively to content that follows three rules:

  1. Right Content/Right Time. Engaging content needs a hook. Connect it to activities, events, or information your clients already know. An easy way to do this is to mention current events; cultural references or nostalgia are other possibilities.
  2. Insight Per Square Inch. Your clients are busy and impatient. They’re hungry for your insight – but don’t make them work for it. Short, content-rich material always gets the strongest response. That’s why Twitter has become so successful.
  3. Personality. In college you were taught that formal language and qualifying phrases convey authority. But most people aren’t professors. Your clients want to hear your voice – whether you’re a solo advisor building client confidence or a large asset management firm breathing life into your brand.

These simple rules make content more effective in any format. They work for email, presentations, webinars, blog posts, white papers, and even visuals and speeches. And they work regardless of audience, because everyone wants to be thought of as the human being they are.

A communications firm with writers experienced in both financial and content writing, like Purcell Communications, can help you convert your insights into effective content marketing outputs.


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