Content marketing for financial advisors: pages the firm has read and signed
Open an advisory firm's site and count the pages that say something specific: a service line named plainly, a town the firm works in, an office with its address, a short note a referral partner could forward. A typical firm site holds a front page, a contact page and one short list of services. Content marketing, in this desk's meaning, is the plain work of adding the specific pages, one at a time, in words the firm has approved.
What an advisory firm hangs on its site, and what never goes up
Each page we write for a firm has a job a visitor can name: it says what one service line is called, where it is offered, and how to reach someone. Every page we write is held to that single brief. Our search work then gives each of these pages a way to be found, and the site itself gives it somewhere calm to sit.
Content marketing here stays close to the firm's own facts. Some things never go on a page. There are no case stories, no lines about what any person or firm has achieved, and no articles that explain a financial subject to a reader. A firm that wants words on those subjects writes them itself and signs them itself. We write about the firm's own pages, offices and contact routes, and nothing wider.
Picture the mobile for a moment. Every published page is a cut-out on its own string. One string tied to a different firm name, or one cut-out shaped like a different service line, and the rod hangs crooked. So each new piece is checked against the same rod before it is hung.
Four kinds of cut-out an advisory firm can hang
- Service line page
Each line the firm offers gets a page to itself
The firm tells us the lines it offers, in its own names for them. Each page gives the line's name, the towns covered and the route to the contact form, and leaves out what the line does for a person.
- Town page
Town pages tied to the places the advisory firm covers
A town page ties the firm to a single place: the office nearest to it, the lines offered there and the route to a call. Each is drafted on its own, and no two share a pattern.
- Office page
An office page cut to fit its Maps listing
Address, entrance details and contact link are taken from what the firm supplies and set to match the Google Business Profile for that office.
- Referral partner page
A short page a local partner can point to
A page that states the firm's service lines and locations, written so a referral partner has a link to hand over. The partner is named only if the firm supplies and approves that line.
Which hanging piece comes from whom, and who reads it before it hangs
| Piece for the mobile | Source of the page text | First reader at the firm |
|---|---|---|
| Service line page for the advisory firm | The firm's own list of lines and its own names for them. | The principal or the sign-off person at the firm. |
| Town page for a planner's area | The firm's list of towns and offices, checked against its listing. | The sign-off person, with the office manager looking at addresses. |
| Office page for each location | The details the office manager hands over. | The office manager first, then the sign-off person. |
| Referral partner page | The firm's description of the partner and what it wants said. | The sign-off person, before any partner is named. |
| Biography page text | Only what the firm writes and approves about each person it chooses to show. | The person described and the sign-off person; we place the text and change nothing. |
How a page travels from the firm's list to the live site
The firm names the pieces
We ask the firm for its service lines, its towns, its offices and any referral partners it wants a page for. The list is the firm's and the firm may change it whenever it likes.
We draft one page at a time
Each draft opens with a plain sentence about the line, the town or the office, then states the route to contact. Wording is varied page to page so that none repeats a sibling.
The sign-off person reads it
The draft goes to the person at the firm who signs off on public wording. Lines can be cut, reshaped or sent back, and we apply each instruction.
The page is hung and tied to the rod
After approval the page is hung with internal links to its neighbours and the same firm name and details as the Maps listing. A page that cannot match the rod stays unpublished.
Two beliefs a principal may hold about content marketing
Said at the planning tableA firm has to fill its site with articles about financial subjects to count as publishing.
What the rod showsOur content marketing makes no such pages. A firm's site works with pages that name its service lines, towns and offices plainly. Anything that explains a subject would be the firm's own writing, read and signed by the firm.
Said at the planning tableMore pages always means a better advisory firm site.
What the rod showsA page stays on the mobile only while it hangs from the same rod as the rest. One that duplicates a sibling, or names a line the firm does not offer, pulls the mobile crooked.
How Strategic Content Assets are counted on each search plan
On the search plans, content marketing is measured in Strategic Content Assets, and Silver carries four each month, Gold covers eight, and twelve belong to Platinum, each alongside a stated number of landing pages. The pricing page lists the contents of each plan, next to the plan prices sit beside them.
These pages carry weight for the rest of the rod. Maps profiles lean on the office pages, as described under local SEO for advisory firms, and the phrasing of every page is read by AI search tools. Content marketing pages also give lead generation somewhere to land, because a call or a form needs a page to come from.
Questions an advisory firm asks about content marketing
Who signs off on content marketing pages for a planner's firm?
The firm's approver of public wording. Each page, headings included, reaches that reader ahead of publication, and the firm may amend or reject any line. A page the firm has not read stays unpublished.
Will you write biography pages for the advisors?
Biography and team text is written and approved by the firm itself. We place it on the page and keep its layout tidy, and we never reword it, add to it or write about any person's background.
Does the content marketing include articles about financial subjects?
No. We write about the firm's own service lines, towns, offices and contact routes. We do not explain, compare or define any financial subject for a reader.
Hand us the roll of lines, towns and offices your firm wants hung
Name the pages the firm is missing in the form's note box, and leave client names and anything about anyone's finances out of it.
Which pieces should your firm hang first?
Tell us the service lines you offer, the towns where your clients live and the neighbouring offices that point people toward you. Keep every client name, every account figure and every personal identifier out of what you send.
Ask us to hang the first piece of your search work
Send one question about how your firm turns up in search. The call is taken by our CEO, Ross Cohen, who ends it by naming the first pieces to hang.
The mobile below is only an illustration, and it forecasts nothing.